Proceedings IFKAD 2019

PROCEEDINGS e-books

Proceedings IFKAD 2019

Knowledge Ecosystems and Growth

Matera, Italy 5-7 June 2019
ISBN: 978-88-96687-12-3
ISSN: 2280-787X

List of Included Articles:

Entrepreneurial activities and models of advanced European science and technology universities

(1522-1536)

Riccardo Ricci, Alessandra Colombelli, Emilio Paolucci

Abstract

This paper explores the entrepreneurial activities and models of Science & Technology universities. Employing a mixed-method design with a questionnaire and semi-structured interviews we find three main entrepreneurial models based on different configuration of activities and different organizational and regional characteristics: (1) an “engage” model, which focuses on local economic development (2) a “formal” model, which focuses on the financial advantage of universities and their faculties and (3) a “comprehensive” model, which focuses on the local economic development and the financial advantage of universities and their faculties. This paper extends previous literature by encompassing the conventional distinction between formal and informal entrepreneurial activities. It also contributes to the emerging literature on entrepreneurial university models and the strategic approaches by identifying the different models of entrepreneurial universities in the European setting of S&T universities focusing on the role played by organizational and ecosystem factors in affecting the adoption of a specific model by universities.

The effects of entrepreneurial experiences of the heads of departments on third-party funding and patent output of universities

(1485-1496)

Karl-Heinz Leitner, Robert Rybnicek

Abstract

The aim of this paper is to examine the role of entrepreneurial experiences of heads of departments and their impact on the ability to acquire external funds and the commercialization of research results measured by patents. The study is based on data from 208 Austrian university departments and combines data from different sources encompassing the CVs of the heads of departments, the commercial register, funding data and performance data intellectual capital reports. The results show a positive relationship between entrepreneurial experience and the third-party funding and patent output of the departments.

Unpacking Higher Educational Institutions (HEIs) performances through the institutional logics lens

(1537-1555)

Paola De Bernardi, Alberto Bertello, Canio Forliano

Abstract

In the current knowledge-based economy, Higher Education Institutions (HEIs) are called to play different interconnected roles related to triple university missions. Alongside the two traditional missions of teaching and research, HEIs have experienced the emergence of the so-called “third mission”, which sees HEIs as knowledge-based agents part of ecosystems of public institutions, companies and citizens oriented to co-knowledge creation. Finding a balance between the traditional missions and the third mission can be a serious challenge. For this reason, HEIs need to revise their objectives, strategies and performance indicator systems to plan, monitor and assess their social, cultural, and economic impact. Actually, there is no shared approach (and related KPIs) to assess in an univocally and standardised manner the performance of HEIs, in order to effectively reflect the whole range of academic missions, by reducing the possible tensions between them created at various organizational levels. Thus, the authors decided to carry out a qualitative inductive study based on the institutional logics perspective to: i) analyse how HEIs performances are measured, ii) to improve university performance measurement systems and iii) to mitigate the tensions within and among the different missions and the logics behind them.

A Structured Literature Review about Knowledge Management in Entrepreneurial Universities

(1556-1567)

Giustina Secundo, Valentina Ndou, Pasquale Del Vecchio, Gianluigi De Pascale

Abstract

This paper aims to review and critique the Knowledge Management (KM) literature within Entrepreneurial universities, providing an overview of the results of a content analysis aimed to setup the emerging trends and suggest directions for future studies. The content analysis has been conceived into a larger and systematic literature review conducted on 1106 articles indexed at Scopus and initially submitted to a bibliometric analysis. Finally, 150 papers published in a variety of academic journals specializing in the field of Entrepreneurship, KM and Higher Education have been analyzed through a content and a bibliometric analysis to minimize mistakes in interpreting findings of collected studies. To undertake such analysis, we have used VOSviewer, a tool for constructing and visualizing bibliometric networks and clusters. KM within Entrepreneurial University is a research area of growing importance. Findings show that literature on KM models and tools in the Entrepreneurial University is fragmented and dominated by unrelated research. The content analysis here presented depicts the trends of a heterogeneous literature, but focused on some research streams such as: 1) Knowledge creation in Entrepreneurship Education; 2) Knowledge transfer in University-Industry collaboration; 3) Entrepreneurial University to support Knowledge based regional development; 4) KM processes for University’s spin-offs. Implications for theory and practices are depicted.

Systems change in Community Organisations. Porta Futuro, the local experiment of the City of Bari

(1568-1580)

Alessandra Ricciardelli, Francesco Manfredi

Abstract

The overall aim of this paper is to provide knowledge on the importance of systems thinking as strategic in understanding organisational community systems. If “systems” literature can be complex and inaccessible since there are many different approaches to and ways of understanding systems thinking, the article explores the theory and practice behind the use of systems approaches in tackling public challenges as they represents a different way of looking at the world. The latter is understood as an open, complex set of systems that are social ecosystems themselves but are interconnected to external environments. The starting point is the recognition that all individuals consist of and are part of multiple interconnecting systems – biological, social, organisational. The systems thinking approach takes this recognition and makes use of it as the basis for understanding and changing the world. It also sees the relationships within and between systems as crucially important by recognising that there is huge complexity in these relationships. These open systems need to keep evolving and learning, as if they are micro organizations, in relation to changes and needs of multiple stakeholders. Systems become, then, learning organizations. In essence, systems thinking is a worldview; merely, an attitude of inquiry and reflection. Thinking and working, in ways that recognise the interconnectedness of the community, is the first step to being able to make the systemic changes that community residents expect to see. The proposed approach is firstly based on the review of the literature available on systems change following systems thinking as its precursor, and collaborative community governance. In order to testify the suggested research question, this paper is based on a case-study approach (Yin R.K. 2005, 2006, 2009, 2013) whose value resides in allowing an in-depth investigation of complex issues in their natural real-life settings. It provides not only phenomena’s insights but practical challenges in understanding the case as an integrated whole. In particular, starting from the relevant scientific literature, this paper aims at creating a relationship between evidence from the scientific literature review and facts provided by the case-study so to highlight the levers and main featuring aspects that make a specific organisational model. This will help acknowledging the underlying elements for a first possible theoretical framework to explain how sustainable development of communities and territories can be achieved through the perspective of systems change. Starting from the consideration that the underlying values of PORTA FUTURO BARI are transparency, reliability, ethics, solidarity, cooperation, talent and creativity’s enhancement, the originality of this paper is related to the value of the experiment itself, which has an impact on the community and the metropolitan territory as a whole. Originality is also given by the approach used to explain the unfolding dynamics of community organisation aimed at delivering development through the perspective of systems change that leverages on some variables present within that system such as power/authority, communication, relationships (social capital) and modelling capacity. The paper will tell if, first of all, such an experiment at the local level is successful in creating an urban hub that is a community platform where people are empowered to make change of the systems where they are embedded in. Hence, to understand if the local community is able to design and promote the building of sustainable actions, practices and organisations that offer new opportunities for participation and engagement of peoples, for sharing and integrating spaces, resources and values for knowledge creation, for co-creating value through co-producing people for a collaborative-driven urban development.

Successful Alumni knowledge management – the asset of Higher Education and Research Institution.

(1581-1588)

Anita Straujuma, Elīna Gaile-Sarkane

Abstract

Alumni are one of the most important assets of the universities and their role and place in the university is more often becoming matter of scientific discussion. Author suggests universities to apply systems thinking and look at the wider environment and interactions of various subsystems, alumni community being one of them. Many authors discuss Higher Education and Research Institution (further HERI) customers and their segmenting (Weaver, 1976; Juran, 1988; Conway, Mackay and Yorke, 1994; Kotler and Fox, 1995; Pereira and Silva, 2003; del Barrio-García and Luque-Martínez, 2009; Taiwo, 2010). The research approves that alumni are HERI customers not only at the particular moment when they purchase HERI services but also continuously (Kotler and Fox, 1995; Heckman and Guskey, 1998; Taiwo, 2010). Alumni as customer lifecycle is adapted to classical customer lifecycle and merged with Alumni Triple Helix Segmentation. The alumni lifetime engagement is cyclic and with each cycle, it aims for deeper engagement and closer ties, more personal relationship and higher investment in the university. Alumni knowledge management exploits the concept of alumni being customer – that changes attitudes and perspectives towards the strategic activities and knowledge that HERI intends to manage in alumni matters.

The Extraordinary Jubilee of Mercy: a model of sustainable management

(1589-1599)

Chiara Di Gerio, Gloria Fiorani

Abstract

The aim of this paper is to describe and analyse a best practice event organized and managed by the Italian Public Administration concerning the achievement of UN’s Sustainable Development Goals (SDGs). Specifically, we are going to answer the following research questions: RQ1, Which approach is the most appropriate for the management of highly complex events and inter-institutional projects?; RQ2, Which is the connection between 2030 Agenda and great events? Large-scale events, which are characterized by a dynamic complexity involving different national public administrations and institutional levels, require a special attention in selecting an adequate event management systems. For this reason, after a detailed literature review on network management, this chapter aims to define the basics of a theoretical framework useful to understand collaboration among several actors, considering that participative approaches should help achieve outcomes in a more effective way. Furthermore, this paper explores the concept of sustainable development and focuses on the traditional elements of social, environmental and economic pillars within context of planned events. Given the objective of this work, the analysis of a best practice event will be useful to identify the main variables, in terms of sustainable strategic planning, execution and control, required to achieve the greatest level of efficiency in terms of cost optimisation and quality of service delivery, also exhorting the Italian public sector to look for a structural renewal, to better use its available resources, as well as to foster a global sustainable growth. From this point of view, a relevant experience is the case of the Extraordinary Jubilee of Mercy, coordinated by the Prefect of Rome, explored in the last section of the paper. Indeed, the latter, decided to adopt actions consistent with sustainability standards, thanks to the design of an inter-institutional network and the engagement of institutions at different levels. The Prefect of Rome achieved, in a very short term, three main results: coordination of the activities of the working groups (SDG 17, “Strengthen the means of implementation and revitalize the Global Partnership for Sustainable Development”); integration of internal and external surveillance and communication systems (SDG 9, “Build resilient infrastructure, promote inclusive and sustainable and foster innovation”); collaboration with higher education institutions to acquire and disseminate knowledge (SDG 4, “Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all”). To systemise and combine the outcomes of these processes, as well as to analyse their consistency with sustainable development, the System Thinking technique was used.

Exploring the Influence of Self-determination in the Collective Intelligence of Collaborative Organizations

(1600-1609)

Alexandre Ribas Hortal, Facundo Bromberg

Abstract

In recent years, positive correlations between some factors of collaborative group task processes and the increasing of collective intelligence (CI) have been presented. This work introduces an hypothesis that argues the existence of a new factor of positive influence for the increasing of collective intelligence in collaborative group tasks operating in cooperative environments: self-determination. Therefore, we present an argumentation based on Cooperative Multiagent Systems that spotlights the significance of self-determination in these particular environments. Furthermore, we also introduce a preliminary design of an experimental setup and a methodological framework for validating the hypothesis empirically in human organizations. Our propose consists on measuring, on the one hand, the level of self-determination from the individuals that participate on the decision-making processes, and on the other hand, on measuring the level of collective intelligence achieved by performing collaborative group task. Finally, we propose to use statistical analysis to explore if there are positive correlations between self-determination and collective intelligence in cooperative environments, such as collaborative organizations.

The medical record and the cycle of innovation in the clinical pathway of patients suffering from pathological addictions

(1610-1623)

Paolo Pietro Biancone, Silvana Secinaro, Valerio Brescia, Davide Calandra

Abstract

OECD’s countries in the last 15 years are changing their public management systems (Keating, 2001). The diffusion of the New Public Management philosophy (Gruening, 2001; OECD, 2010; Pollitt & Bouckaert, 2000) determine an increasing innovation in the public field. Innovation management is relevant to improving and increasing performance in healthcare organizations (Dey, Hariharan, & Ho, 2009; Fleuren, Paulussen, Van Dommelen, & Van Buuren, 2014). Moreover, this is strictly connected with an efficient accounting and information system able to process, store and share data (H. Xu, 2011). In Italy, each Local Health Authority (ASL) adopts a different innovation program defined by the Region of reference. In Piedmont from 2016, the HTH system is used which presents various possibilities for analyzing and managing patient data with pathological addictions (Regione Piemonte, 2015). In the management of clinical pathways, the management of data and the use of shared platforms among healthcare professionals brings about a better concentration on the need expressed in terms of care and improving its efficiency (Leape et al., 2009). The management of high volumes of users requires the appropriateness of the care and definition of those useful and functional data to increase performance; in this sense, observations are made more and more necessary concerning the granularity of the data (Biancone, Secinaro, & Brescia, 2018). In the diagnostic and therapeutic path knowledge acquires a determining role for the well-being of the community of reference. The knowledge we refer to assets comprised, traditionally, human capital, structural or organizational capital, and relational or social, and often they are summarized in the holistic notion of intellectual capital (IC) (Marr et al., 2004; Schiuma et al., 2008). The theoretical GAP detected relates to the granularity and the type of information contained in the electronic health record whose influence and impact on the different aspects of the IC are unknown (H. Xu, 2011). This paper contributes on the cycle of innovation and join the theory of rational administration based on the budget. Our analysis will focus on the case study of the department of dependencies of the Local Health Authority “City of Turin”. The data management system matches the needs of national information through the annual report to the Italian and international Parliament through the comparison in Europe of data dependencies.

Health Technology Information and the impact on the health care research: An empirical case

(1624-1633)

Marzia Ventura, Walter Vesperi, Rocco Reina, Raffaella Coppolino

Abstract

The Health Technology Information (HTI) is an important driver for change for the health sector. The evolution of HIT impacts directly on the health system. Health Information Technology is defined as “the application of information processing involving both computer hardware and software that deals with the storage, retrieval, sharing, and use of health care information, data, and knowledge for communication and decision making” (Thompson and Brailer, 2004; Payton et.al, 2011). The main electronic software of HIT is health records (EHR longitudinal), health medical records (EMR) and electronic prescribing. It can be expected that the utilization of HIT could lead to care coordination and improved outcomes. In this article the purpose is to make in evidence the creation processes di new knowledge thought the HIT tools. Also, we make a review of the scientific studies on the implementation of the different health information technologies. Consequently, this study may fill the gaps that previous studies may have encountered due to the timing of the studies prior to EHR – EMR implementation. The involved sample is the Scientific Institutes (IRCCS) located in Italy and specifically in the Sicily Region.

Multi-dimensional Open Innovation Platform Ecosystem Framework

(1634-1645)

Sergey Yablonsky

Abstract

Ecosystems are of growing significance in research and industry business practice. Definitely, they will change the way how managers perceive central aspects such as strategy, business models, innovation, organization, and competition. There is still a lack of research on the question of how firms can design and integrate different types of ecosystems based on predominant possibilities and purposes. This paper depicts framework of main types of ecosystems and shows how and why these distinct types are being used. These insights lead to propositions for researchers as well as implications for practitioners. Finally, it intends to produce several pathways for future research on open innovation platform ecosystem orchestrators, development and governance.

Open innovation platforms: exploring the importance of knowledge in supporting online initiatives

(1646-1658)

Ciro Troise, Diego Matricano, Mario Sorrentino

Abstract

This paper aims to explore the role of knowledge developed within Open Innovation Platforms (OIPs) – i.e. internal knowledge – in supporting the initiatives launched online. The paper uses a quantitative methodology based on two regression analyses and data collection was done through four well-known OIPs. The final sample consists of 212 projects. In this study we adopt a knowledge-based perspective and consider OIPs as knowledge platforms. We coded internal knowledge based on two levels of analysis: backers (prior OI experiences) and OIPs (community size). The findings demonstrate the influence of internal knowledge on the success of projects launched on OIPs. Both our explanatory variables – i.e. internal knowledge at the backers level and at the OIPs level – have a positive impact on the outcomes of the initiatives. We measured the success of initiatives through two dependent variables, i.e. the number of ideas submitted and the number of backers involved. This study provides insights on successful drivers of OI mechanism and it could be able to provide valid information for different actors. The paper also contributes to the current debate on the role of knowledge in the OI context and sheds some light on the nascent research field related to OIPs.

Digital platform diffusion in Entrepreneurship Centre: preliminary evidences from the Italian Contamination Lab network

(1687-1697)

Giustina Secundo, Pierluigi Rippa, Giuseppina Passiante

Abstract

Our investigation proposes a preliminary analysis on the diffusion of digital technologies in Entrepreneurship centers as emerging mechanisms to deliver entrepreneurial activities. Our research question is: how entrepreneurship research centres (Italian Contamination Labs) are adopting digital technologies to support the variety of entrepreneurial activities they deliver? An explorative study of 12 Entrepreneurship centers named “Contamination Labs (CLabs)” is conducted. Empirical evidence will provide evidence about the role that Digital technologies could play in supporting and enhancing the processes that the Italian Contamination Labs could play (e.g. presenting their own programmes and activities) and their indirect role (e.g. undertake joint programmes/activities with other faculties) in promoting enterprise and entrepreneurship activities of the academic entrepreneurs.

Business Model and Sustainability: the state of the Art

(1698-1711)

Paola Paoloni, Silvia Solimene, Daniela Coluccia, Stefano Fontana

Abstract

Our paper consist of a literature review about business model research in academia, which represents a premise to identify the main topics, as well as the evolution of the studies. As for the methodology, we used EBSCO database, searching for academic papers having “business model” in the title and in the abstract published from 1975 until now. This paper contributes to the literature in two ways. First, it provides a wide analysis of the extant literature on business models. Besides the classification by main topics, we aim to outline the trend of these studies over time. Moreover, by this review we propose to understand how much literature has already investigated, and to identify new roots for future research on empirical and practical application of business model in business studies. Our work is the first step of a project. In order to contribute to previous literature, we propose to view corporate business models as the crossroads of different disciplines, as management and accounting and finance are. Further developments of our research, actually, could concern the study of the characteristics of sustainable business models applied by firms, in order to select which key factors of firms’ business model positively affect their performance and their value.

Citizen participation in smart cities – Towards an User Engagement Protocol

(1659-1669)

Jörg Rainer Noennig, Benjamin Stelzle

Abstract

Innovative concepts and technologies for citizen participation have become key components of Smart Cities concepts. Smartness of cities cannot be reduced anymore to IT infrastructures and communication networks, but needs to comprehend smart interaction between citizens too. Based on the new U_CODE approach for citizen participation in urban development, this paper presents User Engagement Protocols (UEP) that are able to concert the a broad variety of activities and contributors to urban co-design projects. In analogy to music scores where “protocols” for individual players are derived from a Master Score, specific UEP can be deduced for all stakeholders and user groups from a comprehensive choreography of the entire participation process. The paper presents the methodical steps that lead to the establishment of this master protocol, as well as to specific UEP for Citizens, Expert Planners, Authorities, or Faciliators. It demonstrates how U_CODE manages to coordinate co-creative activities of a multiplicity of participants with its new methodology and digital tools.

Common-Good DPM: A tool for co-evolving business models and sustainable development models

(1670-1676)

Francesca Ricciardi, Paola De Bernardi, Enrico Sorano

Abstract

Since technology, institutions and markets continuously change, business models are also dynamic configurations that evolve through micro- adaptations and/or disruptive changes. This dynamism enables economic resilience, that is, the (re)generation of system-level economic sustainability, mainly through the mechanism that in the entrepreneurship literature is called “creative destruction”. But what about social and environmental resilience? How, and under what conditions, can business model dynamics contribute to the (re)generation of environmental and social sustainability, as well? Even if business model (re)generation is today recognized as a key force to the resilience (and fragility) of social-ecological systems, we have scant understanding of how its actual contribution to sustainability could be assessed and maximized (Schaltegger & Wagner, 2011). This study contributes to addressing this challenge by developing the Common-Good DPM approach. This approach results from the cross-fertilization between Dynamic Performance Management (DPM), which is a system-thinking based method, the theory of the commons, and institutional theories. The Common-Good DPM approach is a sustainability-oriented tool for sense-making, monitoring, testing and designing around the dynamic link between business models and sustainable development models, thus leveraging business model evolution for sustainability transformations. The Common-Good DPM approach is conceived to concretely enable participatory and adaptive modelling, in which sustainability-relevant knowledge is collectively co-created through feedback based learning. In addition, the Common-Good DPM approach is data-driven, and may both enable and leverage effective big data management.

Investigating the implications of Industry 4.0 enabling technologies on sustainability

(1677-1686)

Nicola Bellantuono, Pierpaolo Pontrandolfo, Barbara Scozzi

Abstract

Despite their heterogeneity, Industry 4.0 enabling technologies have been recognized as a unique multi-faceted set of innovation that is able to provide disruptive innovation and define a new industrial paradigm, whose pervasiveness is experienced irrespective of sector, company size, or adopted business model. In this paper, we present the preliminary results of an analysis, based on case studies retrieved in extant literature on this topic, aimed at investigating whether and in which way Industry 4.0 enabling technologies impact on companies’ sustainability, especially with respect to the environmental and social dimensions. The goal is to contribute to provide an overall view wherein the different Industry 4.0 technologies are analyzed in terms of their implications on the social and environmental dimensions of sustainability.

The mediation effect of corporate social responsibility and strategic knowledge management on the relationship between sustainable intangible capital and performance

(1712-1725)

Patrocinio Zaragoza-Sáez, Enrique Claver-Cortés, Mercedes Úbeda-García, Bartolomé Marco-Lajara, Francisco García-Lillo

Abstract

The dynamic environment that firms face forces them to respond quickly and flexibly to market changes in order to survive the competition. Proof of this is the call from different political, economic, social and academic institutions to companies to increase their efforts in the social and environmental fields, through the development of three essential pillars: economic, social and environmental (Triple Bottom Line). Based on these ideas and with the purpose of linking the management of sustainable intangible assets with the performance of the firm, in this research we define sustainable intangible capital as the set of knowledge that a company can take advantage of to carry out an economic, social and environmental management that allows it to achieve competitive advantages. Although in recent times intangible assets are considered the basic factor of production, it is necessary to show that the mere possession of them will not guarantee a superior performance. For that reason, the objective of this work is to analyse the dynamic role that the corporate social responsibility and the strategic knowledge management exert in the relationship between sustainable intellectual capital and firm performance. To analyse the objective proposed, three hypotheses were proposed, which were tested using a quantitative methodology based on PLS on 120 Spanish hotels with three or more stars. Findings do not support H1, which indicates that sustainable intangible capital does not influence hotel’s performance in a significant way. On the contrary, the mediating hypotheses H2 and H3 have been supported, showing that corporate social responsibility and strategic knowledge management exert as mediator dynamic capabilities and a multiple mediation effect exists. This means that those capabilities create the values, the philosophy and the necessary foundations for sustainable intangible capital to influence on performance from a significant point of view. With this research theoretical and practical contributions are made.

Advanced 5G technologies impact on knowledge sharing, knowledge ecosystems related to Multi Business Model Innovation

(1726-1741)

Peter Lindgren, Ambuj Kumar

Abstract

Integration of advanced 5G technologies in future business models will enable businesses to offer new disruptive, virtual and persuasive business models (BMs) that business community and society have never seen before. With this comes new and disruptive ways to download, see, sense, generate, capture, deliver, receive and share knowledge between BM´s, humans and machines. Advanced, changed and new approaches to knowledge sharing in multi Business Model Innovation (MBMI) will hereby be a reality. These approaches to knowledge and knowledge sharing will play important role in future business model ecosystems (BMES) “life” and “sustainability”. Future Knowledge based Business Model Ecosystem (KBMES) will enable creation of of BM´s operating within real time, anywhere, with anybody and with anything. They will be operating proactive and not just reactive – and they will be formed persuasive to knowledge creation, capturing, delivery, receiving and consumption. The paper investigates some of our first investigations on these 5G knowledge based business models and systems. The paper examine how advanced 5G MBMI technologies will impact knowledge sharing and knowledge generation in multi business model innovation (MBMI) in the future. The paper present a conceptual framework on how to facilitate knowledge sharing in MBMI with advanced 5G technologies for the purpose of “creating, capturing and delivering BM´s to KBMES with high quality, effectiveness and efficiency in a time where the “life” of BM´s continuously diminishes and demands change in realtime.

Innovative Web accessibility instruments as tourism marketing tools: the case of Sila National Park

(1742-1753)

Sonia Ferrari, Ruggero Inglese

Abstract

Today, the evolution of Information and Communications Technologies (ICTs) and the widespread use of mobile devices are pushing tourists to a continuous interaction among themselves and with service providers during every stage of the holiday experience. Therefore, the DMOs – the bodies responsible for tourism development and the tourist companies – must offer through the Web an increasing number of services, even in situ ones. Some of them have the aim of improving destinations’ accessibility by means of geolocation marketing strategies. The aim of our research is to show how the GPS geolocation of points of interest can become an instrument to promote destinations and to enhance their accessibility together with tourists’ levels of satisfaction – improving tourist flows in a specific area through structured information.