The challenge to professional knowledge: How CMI is adapting to prosper in the digital age

Abstract

The digital age is challenging the business model of professional organizations. Many of these are facing membership decline. Newer entrants to a profession fail to see the value yielded from significant membership fees especially as informal networks and the vast information resource of the Web appear to meet their needs. However, by embracing new technologies professional organizations have an armoury of weapons with which to fight for their growth and sustainability. This article provides insight into the power of the knowledge offer now being developed by the Chartered Management Institute (CMI). The blend of social technologies, well-structured information platforms and the professional insight and knowledge of its members is being used to create new products and to attract new members. Partnership with other organizations is widening access and is enabling CMI to develop its reputation and its role as the ‘first port of call’ for management and leadership development. Library and information skills are an essential contributor to this transformation.