Christine Haddad —
Chief Relationship Officer, Knowledge Content Exchange (An e-Knowledge Marketplace), United Kingdom

Christine Haddad is the chief relationship officer for the Knowledge Content Exchange (KCE), an e-knowledge repository that has set itself up as a meta marketplace for e-knowledge from all sources—colleges and universities, textbook and trade publishers, professional and trade associations, corporations, individual faculty, researchers, and practitioners. The marketplace is built on an open standards architecture that enables the collection, management, updating, repurposing, metering, and exchange of content from all sources and of all types, including explicit and tacit knowledge. The KCE rewards both providers and users of learning content. It rationalizes the distribution of shares of the intellectual property revenues that result when learning objects and other materials are used.

Exemplary Transformed Elements

• Marketplace works with organizations to establish intellectual property rules, rights, and exchanges
• Individual and organizational providers are empowered to aggregate supply and leverage their ability to aggregate demand
• Marketplace aggregates supply of content from many sources—publishers, universities, professional societies, and trade associations, learning management system companies, others
• Marketplace pool explicit and tacit knowledge plus performances and experiences
• Value added through a variety of services — content assessment and review, aggregations of knowledge recommended by experts, assessment, use search engines, and other user support tools
• Micropayments for content and insight of various kinds
• Most users do not want to build content aggregations from scratch — rely on recommendations

• Changing definition of expertise — many more experts can provide content and insight; other experts evaluate and recommend; networks of expert content and insight develop.
• Unit price for explicit content declines dramatically, higher prices for performances and experiences
• Relationships and capacity to aggregate supply and demand are highly strategic; content becomes commoditized.
• Wide range of pricing options and levels of granularity

Setting Organizational Protocols and Processes for Knowledge Sharing. The KCE is much more than a technology engine. Working with individual organizations, professional societies, and trade association leaders, it has developed the basic elements of knowledge asset management:

• sets of relationships with aggregators of supply and aggregators of demand;
• protocols, property rights processes, and legal agreements for organizations, specifying the intellectual property shares for organizations and their employees; and
• benchmarks on the technical, operational, and cultural needs of knowledge asset management and sharing.

For example, when a university or corporate university aggregates and uses a collection of content for a course, intellectual property shares are distributed to the author of the content (and her employer, if appropriate) and to the university using the content. These processes have become the de facto standard and save organizations millions in the process costs of digitizing and metering content. Haddad forges the relationships with organizations that participate in the KSCE, negotiating exchange rates and protocols and facilitating the organization’s participation in both the supply and demand side of the equation.