We interpret these remarks to mean that the practice of defining
desirable behavior and enticing staff into exhibiting that behavior may lead to
conformance but not to commitment. Therefore, senior management should take on
the role of exemplar and not that of a mere coach. In fact, our results closely mirror
these views and suggest concrete steps firms can take in this regard. Some of the steps
as expressed by these same senior managers were (1) have senior-level KM advocates;
(2) associate KM with unit, group, and individual goals and objectives; (3) cultivate
communities of practice and interest; and (4) use feedback to improve KM.