2015 Americas Make Report

2015 Americas Most Admired Knowledge
Enterprises MAKE Report
Rory L. Chase
Teleos
2015 Americas MAKE Study

Selecting Americas MAKE Winners
2015 Americas MAKE Results
2015 Americas MAKE Nominations, Finalists and Winners
2
2
3
3
2015 Americas MAKE Rankings
19
Changes in 2015 Americas MAKE Rankings
20
2015 Americas MAKE Hall of Fame
24
Organizations to Watch
26
Global Knowledge Maturity
27
References
28
Appendix 1: MAKE Framework
29
Appendix 2: MAKE Methodology
35
Appendix 3: 2015 Americas MAKE Nominees
38
Appendix 4: 2015 Americas MAKE Finalists
40
2015 Americas Most Admired Knowledge Enterprises MAKE Report

1998-2016 Teleos The KNOW Network
Tel: +44 1584 878576
E-mail: teleos@mac.com
Website: http://www.knowledgebusiness.com
2015 Americas MAKE Study

Selecting MAKE Winners
Teleos, in association with The KNOW Network, created the Most Admired Knowledge
Enterprises (MAKE) framework and methodology (see Appendix 1 and Appendix 2) in 1998 to
identify and recognize those organizations which are creating shareholder/stakeholder wealth by
transforming new as well as existing enterprise knowledge into superior product / service /
solutions. The Americas MAKE study, established in 2002, is part of Teleos MAKE research
program.
The Americas MAKE research is based on the Delphi methodology. This research tool employs
an expert panel's perceptual knowledge to identify critical issues in the case of the Americas
MAKE study to identify those organizations which are leaders in creating organizational
intellectual capital and value through the transformation of individual/enterprise knowledge into
world-class products/services/solutions. After several rounds of deliberation, a consensus is
developed among the panel's experts. It is this consensus of expert opinion which provides the
validity to the Delphi and Americas MAKE study results.
A North, Central and South American-based panel of Fortune Global 500 senior executives and
leading knowledge management and intellectual capital experts selects the Americas MAKE
Winners. In the Americas MAKE study there are three rounds of consensus building. In the first
round, members of the expert panel nominate enterprises founded and headquartered in the
Americas.
From the list of nominees, each member of the expert panel then evaluates and selects a maximum
of three organizations as best practice. Those organizations selected by at least 5% of the expert
panel are recognized as Americas MAKE Finalists. In the third and final round, the Americas
MAKE Finalists are ranked against each of the eight knowledge performance dimensions which
form the MAKE framework and are the visible drivers of wealth creation:
creating a knowledge-driven enterprise culture
developing knowledge leaders and workers
innovation (R&D, creativity and new product/solution/service design and delivery)
maximizing enterprise intellectual capital
enterprise-wide collaboration and knowledge sharing
creating a learning organization
managing customer/stakeholder knowledge
transforming corporate knowledge into shareholder/stakeholder value
The top Americas MAKE Finalists by total composite score are recognized as Americas MAKE
Winners.

2
2015 Americas MAKE Results

The Americas Most Admired Knowledge Enterprises (MAKE) study was established in 2002 to
recognize organizations founded and headquartered in the North America. In 2012, this MAKE
study was expanded to include organizations founded and headquartered in North, Central and
South America.
The 14th annual Americas MAKE study was conducted during May-June 2015. General
observations include:
The 2015 Americas MAKE Winners trading on the NYSE/NASDAQ showed an average Total
Return to Shareholders (TRS) for the ten-year period 2005-2014 of 17.3% 1.7 times the
Fortune 500 company median.
The 2015 Americas MAKE Winners average Return on Revenues (ROR) was 10.7% over
2.7 times that of the Fortune 500 ROR company median. The average Return on Assets (ROA)
for the 2015 Americas MAKE Winners was 7.3% over 2.8 times that of the Fortune 500
ROA company median.
Phillips 66, Tesla and Thomson Reuters are recognized for the first time as Americas MAKE
Winners.
This years Americas MAKE Winners reflect the advanced economies of the region with
representation from the energy, IT solutions, media, research, social media and retailing
sectors.
Americas-headquartered organizations continue to struggle in hiring, training and developing
knowledge workers. A combination of factors the retirement of increasing numbers of baby
boomers and difficulties in recruiting talented new knowledge workers from the small pool of
Generation Y and Generation Z individuals is forcing organizations to devote significant
resources to human intellectual capital management.
This years Americas MAKE Winners excel at developing knowledge-based
products/services/solutions, and enterprise-wide collaboration and knowledge sharing.
Americas-headquartered organizations face a challenge in developing knowledge leaders and
workers, and in transforming enterprise knowledge into shareholder/stakeholder value.
A total of 57 organizations received 2015 Americas MAKE nominations (see Appendix 3). From
this list of nominees, 22 organizations were selected as 2015Americas MAKE Finalists (see
Appendix 4).
From the group of 2015 Americas MAKE Finalists, 14 organizations (by highest composite score)
have been recognized as 2015 Americas MAKE Winners (see Table 1). The maximum composite

3
score for an enterprise against the eight knowledge performance dimensions is 80. (The sampling
error for the 2015 Americas MAKE study is 0.72.)
2015 Americas MAKE Winners

2015
Rank
2014
Rank
Enterprise
Score
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
1.
2.
7.
11.
5.
13.
12.
8.
4.
16.
14.
Google
Apple
IBM
APQC
Microsoft
MITRE
Phillips 66
Thomson Reuters
Tesla Motors
ConocoPhillips
Amazon.com
Ecopetrol
Mars
FMC Technologies
70.70
66.88
64.50
64.29
64.00
63.90
63.89
63.75
63.18
63.12
63.00
62.86
62.49
62.46
Table 1: 2015 Americas MAKE Award Winners ranked by composite score (80 is the
maximum score).

4
The 2015 Americas MAKE Winners are (in ranking order):

Google (United States) Overall 2015 Americas MAKE Winner
Google (as of October 2015) is a wholly owned subsidiary of a new holding company, Alphabet.
However, at the time of the 2015 Americas MAKE study it was an independent company.
Google, founded in 1998, operates a number of Internet-based services, including its search engine
and cloud computing, online advertising, productivity tools, social networking products, and
Android operating system. The company generates income primarily through advertising
technologies. Google had 2014 revenues of US $71.5 billion and employs over 60,000 people.
Google is recognized in the 2015 Americas MAKE study for creating a knowledge-driven
enterprise culture (first place), developing knowledge leaders and workers (first place),
maximizing its enterprise intellectual capital (first place), enterprise-wide collaboration and
knowledge sharing (first place), creating value through customer/stakeholder knowledge (first
place), and transforming enterprise knowledge into stakeholder value (first place). This is the 11th
consecutive year that Google has been recognized as an Americas MAKE Winner, including fourtime Overall Americas MAKE Winner (2007, 2013-2015).
The radar chart shown in Figure 1 provides a visual representation of Googles performance
against the MAKE Frameworks eight knowledge dimensions rated on a scale of 0 (poor) to 10
(excellent) for each knowledge dimension. (Note: In the perfect knowledge-driven organization
the blue MAKE line would be exactly superimposed on the outer 10 line of the radar chart. The
gap between the organizations current performance (blue line) and the outer black line is
therefore improvement opportunities.)
Culture
Value
Stakeholder
10
Leadership
Innovation
Learning
Google
IC
Collaboration
Figure 1: Googles performance against the MAKE Frameworks eight knowledge dimensions
rated on a scale of 0 (poor) to 10 (excellent) for each knowledge dimension.

5
Apple (United States)

For most consumers it is Apples entertainment and communications products that have made it a
household name and respected innovation leader. The company has scored runaway hits with
various versions and models of its award-winning iPhone, iPad tablet computer, Apple Watch and
Apple TV. The company operates over 460 retail stores in 16 countries, as well as its online
Apple Store available in 39 countries. The companys iTunes Store is the worlds largest music
retailer. Some 60% of its annual sales of US $233.7 billon (fiscal year ending September 30,
2015) come from outside the United States. Apple employs over 115,000 people.
Apple is cited in this years Americas MAKE study for creating value from customer/stakeholder
knowledge. Apple is a nine-time Americas MAKE Winner, including four-time Overall Americas
MAKE Winner (2009-2012).
Culture
Value
Stakeholder
10
Leadership
Innovation
Learning
Apple
IC
Collaboration
Figure 2: Apples performance against the MAKE Frameworks eight knowledge dimensions

6
IBM (United States)

IBM is a leading information technology company, manufacturing and marketing computer
hardware and software, and offering infrastructure, hosting and consulting services in areas
ranging from mainframe computers to nanotechnology. IBM employs over 375,000 people and
operates over 170 countries. In 2014, IBM had global sales of US $92.8 billion.
The 2015 Americas MAKE panel has recognized IBM for developing knowledge leaders and
workers. IBM is a 13-time Americas MAKE Winner, including 2004 Overall Americas MAKE
Winner.
Culture
Value
Stakeholder
10
Leadership
Innovation
Learning
IBM
IC
Collaboration
Figure 3: IBMs performance against the MAKE Frameworks eight knowledge dimensions

7
APQC (United States)

Since 1977, APQC (formerly known as the American Productivity & Quality Center) has worked
with organizations around the world to research, identify and implement cost-effective approaches
to improve productivity and quality. This non-profit organization is a recognized authority on
benchmarking and the transfer of best practices through research, innovative models, tools and
frameworks, metrics and measurement. APQC has a membership network of more than 425
organizations operating in 48 countries, its estimated annual revenues exceeds US $15 million,
and the non-profit employs a staff of 50 people. APQC often engages external specialists for its
benchmarking and research studies.
The 2015 Americas MAKE panel has recognized APQC for creating value from
customer/stakeholder knowledge. APQC is a 10-time Americas MAKE Winner.
Culture
Value
Stakeholder
10
Leadership
Innovation
Learning
APQC
IC
Collaboration
Figure 4: APQCs performance against the MAKE Frameworks eight knowledge dimensions

8
Microsoft (United States)

Microsoft, founded in 1982, is a leader in software and Internet technologies for personal and
business computing. The companys core products are its Windows PC operating system and
Office business productivity application suite, Xbox (video game console), Windows phones, and
Microsoft Surface tablet computers. Other business interests include online advertising, mobile
software and cloud computing.
Microsoft has annual sales of US $93.6 billion (fiscal year ending June 30, 2015), subsidiary
offices in more than 100 countries, and employs over 115,000 people worldwide. In the 2015
fiscal year, Microsoft spent US $12 billion on R&D 13% of annual sales.
Microsoft is recognized in this years Americas MAKE study for maximizing its enterprise
intellectual capital. Microsoft is a 13-time Americas MAKE Winner.
Culture
Value
Stakeholder
10
Leadership
Innovation
Learning
Microsoft
IC
Collaboration
Figure 5: Microsofts performance against the MAKE Frameworks eight knowledge dimensions

9
MITRE (United States)

Founded in 1958, The MITRE Corporation is an independent, not-for-profit corporation engaged
in scientific and technical research activities. MITRE assists the United States government with:
scientific research and analysis, development and acquisition, and systems engineering and
integration. The organization also has an independent research program which explores new
technologies and new uses of technologies to solve its sponsors problems near-term and in the
future. MITRE has US corporate offices in Bedford, Massachusetts, and McLean, Virginia, as
well as sites around the world. MITREs 2014 revenues were US $1.4 billion and the organization
employs 7,300 scientists, engineers and support specialists a majority of whom have Masters or
PhD degrees.
MITRE is cited in this years Americas MAKE study for enterprise-wide collaboration and
knowledge sharing. This is the third time that MITRE has been recognized as an Americas
MAKE Winner.
Culture
Value
Stakeholder
10
Leadership
Innovation
Learning
MITRE
IC
Collaboration
Figure 6: MITREs performance against the MAKE Frameworks eight knowledge dimensions

10
Phillips 66 (United States)

Phillips 66, established in 2012, is a diversified energy, manufacturing and logistics company.
The company processes, transports, stores and markets fuels and products globally. Phillips 66
has 14,000 employees worldwide and is active in more than 65 countries. In 2014, Phillips 66 had
annual fiscal year revenues of US $149.4 billion.
In this years Americas MAKE study, Phillips 66 has been recognized for maximizing its
enterprise intellectual capital. This is the first time that Phillips 66 has been recognized as an
Americas MAKE Winner.
Culture
Value
Stakeholder
10
Leadership
Innovation
Learning
Phillips 66
IC
Collaboration
Figure 7: Phillips 66s performance against the MAKE Frameworks eight knowledge dimensions

11
Thomson Reuters (Canada/United States)

Thomson Reuters, created in 2008 by the purchase of British-based Reuters Group, is an
international information and media company. Founded in Canada as the Thomson Corporation,
the group based in Toronto and New York City. The company is a news, financial and media
provider across a range of print and digital channels. Thomson Reuters operates in over 100
countries, and employs more than 53,000 people. The firms 2014 revenues were US $12.6
billion.
In this years Americas MAKE study, Thomson Reuters has been recognized for creating a
learning organization. This is the first time that Thomson Reuters has been recognized as an
Culture
Value
Stakeholder
10
Leadership
Innovation
Learning
Thomson
Reuters
IC
Collaboration
Figure 8: Thomson Reuters performance against the MAKE Frameworks eight knowledge
dimensions rated on a scale of 0 (poor) to 10 (excellent) for each knowledge dimension.

12
Tesla Motors (United States)

Tesla Motors, founded in 2003, designs and manufactures electric cars, electric vehicle
components, and rechargeable energy storage systems. In 2014, the company had revenues of US
$3.2 billion and currently employs over 12,000 people.
Tesla Motors is cited in this years Americas MAKE study for creating value through managing
customer/stakeholder knowledge. This is the first time that Tesla has been recognized as an
Culture
Value
Stakeholder
10
Leadership
Innovation
Learning
Tesla Motors
IC
Collaboration
Figure 9: Tesla Motors performance against the MAKE Frameworks eight knowledge

13
ConocoPhillips (United States)

ConocoPhillips is the worlds largest independent exploration and production company (based on
proven reserves and production of liquids and natural gas). In 2012, ConocoPhillips spun off its
downstream assets as a new, separate company Phillips 66. ConocoPhillips 2014 revenues
were US $55.5 billion, it currently operates in 27 countries and more than 18,000 employees.
In this years Americas MAKE study, ConocoPhillips has been recognized for its enterprise-wide
collaborative knowledge sharing. This is the seventh consecutive year that ConocoPhillips has
been recognized as an Americas MAKE Winner.
Culture
Value
Stakeholder
10
Leadership
Innovation
Learning
ConocoPhillips
IC
Collaboration
Figure 10: ConocoPhillips performance against the MAKE Frameworks eight knowledge

14
Amazon.com (United States)

Amazon.com, founded in 1994, is the largest online retailer in the United States. In addition, the
company also produces consumer electronic products, including the Amazon Kindle e-book
reader, Fire tablet computer, Fire TV and Fire Phone, and is a major supplier of cloud computing
services. The companys 2014 annual sales were US $89 billion and it employs over 220,000
people.
The 2015 Americas MAKE panel has recognized Amazon.com for innovation, and transforming
corporate knowledge into shareholder/stakeholder value. Amazon.com is a four-time Americas
MAKE Winner.
Culture
Value
Stakeholder
10
Leadership
Innovation
Learning
Amazon.com
IC
Collaboration
Figure 11: Amazon.coms performance against the MAKE Frameworks eight knowledge

15
Ecopetrol (Colombia)
State-owned Ecopetrol was founded in 1921, and is the largest energy company in Colombia
(where it accounts for 60% of national production). Ecopetrol is involved in crude oil and natural
gas exploration, production, refining and transportation. The firm explores for oil and gas across
Colombia, and is expanding internationally through exploration partnerships in Brazil, Peru and
the US Gulf of Mexico. The company had 2014 revenues of US $27 billion and employs over
9,000 people.
Ecopetrol is cited in this years Americas MAKE study for developing knowledge leaders and
workers. This is the second time that Ecopetrol has been recognized as an Americas MAKE
Winner.
Culture
Value
Stakeholder
10
Leadership
Innovation
Learning
Ecopetrol
IC
Collaboration
Figure 12: Ecopetrols performance against the MAKE Frameworks eight knowledge dimensions

16
Mars (United States)

Mars is a leading manufacturer of confectionary products, pet food and snack foods. In 2008,
Mars purchased the Wm. Wrigley Jr. Company, the worlds largest chewing gum producer, for US
$23 billion. Mars operates in six business segments: Petcare, chocolate, food, drinks,
symbioscience (life sciences) and Wrigley. The firm now is the sixth largest US privately-held
company with 2014 annual sales of US $33 billion and more than 75,000 employees.
Mars is cited in this years Americas MAKE study for creating a learning organization. This is the
second time that Mars has been recognized as an Americas MAKE Winner.
Culture
Value
Stakeholder
10
Leadership
Innovation
Learning
Mars
IC
Collaboration
Figure 13: Mars performance against the MAKE Frameworks eight knowledge dimensions

17
FMC Technologies (United States)

FMC Technologies designs, manufactures and services systems and products for the global energy
industry, including subsea production and processing systems, surface wellhead systems, high
pressure pumps and fluid control equipment, measurement solutions and marine loading systems.
The company has 19,000 employees and operates 24 production facilities in 14 countries. In
2014, FMC Technologies had annual sales of US $7.1 billion.
The 2015 Americas MAKE panel has recognized FMC Technologies for creating a learning
organization. FMC Technologies is a two time Americas MAKE Winner
Culture
Value
Stakeholder
10
Leadership
Innovation
Learning
FMC
Technologies
IC
Collaboration
Figure 14: FMC Technologies performance against the MAKE Frameworks eight knowledge

18
Table 2 identifies the enterprises which received the largest number of 2015 Americas MAKE
nominations from the panel of Americas-based Fortune Global 500 senior executives and chief
knowledge officers and knowledge management / intellectual capital / innovation / organizational
learning practitioners. Apple and Google appear at the top of both groups lists of Most Admired
Knowledge Enterprises.
Enterprises Receiving the Most

2015 Americas MAKE Nominations
Fortune Global 500
Executives
CKOs and Leading

KM/IC Experts
Amazon.com
Apple
Facebook
Google
Microsoft
Apple
Google
IBM
Phillips 66
Tesla Motors
Table 2: Enterprises receiving the largest number of 2015 Americas MAKE nominations (in
alphabetical order).
Americas MAKE Rankings

Over the past 14 years, only 41 organizations have been recognized as Americas MAKE Winners.
Table 3 shows the Americas MAKE Finalists and Winners for the study years 2011-2015.
2011-2015 Americas MAKE Rankings

Enterprise
Amazon.com
Apple
APQC
Baker Hughes
Basil Kirin
CCEEAM
Chevron
2015
2014
2013
2012
2011
11
2
4
4
2
11
16
2
6
18
7
12
8
6
1
9
1
8
10

19
Cognizant Technology Solutions

ConocoPhillips
CPqDF
Del Monte Foods
Ecopetrol
ExxonMobil
Facebook
Fluor
FMC Corporation
FMC Technologies
Google
Hewlett-Packard
IBM
IDEO
Marathon Oil
Mars
Microsoft
MITRE
Nalco
Nalco Champion
NextEra
Petrobras
Phillips 66
Procter & Gamble
Rockwell Collins
Tesla Motors
Thomson Reuters
3M
US Army
US Federal Reserve System
Vale SA
10
17
8
4
14
17
12
17
19
18
3
6
14
1
14
1
3
15
13
5
6
16
5
13
7
16
12
6
8
11
3
12
14
3
10
1
4
13
2
18
11
13
15
5
15
11
5
10
16
21
7
20
12
9
13
19
14
9
8
15
7
9
22
10
17
Table 3: 2011-2015 Americas MAKE rankings (bold indicates Winners). The 2015 Americas
MAKE Hall of Fame members names shown in bold.
Changes in Americas MAKE Rankings

Google has been recognized as the Overall Americas MAKE Winner for the fourth time (2007,
2013-2015). Past Overall Americas MAKE Winners include Apple (2009-2012), Buckman
Laboratories (2002, 2003), IBM (2004), IDEO (2008), and Raytheon (2005, 2006).
Phillips 66, Tesla Motors and Thomson Reuters are new to this years Americas MAKE Winners
circle.
A total of six organizations repeated as Americas MAKE Winners: Amazon.com, Apple,

20
ConocoPhillips, Google, IBM and Microsoft. APQC, Ecopetrol, FMC Technologies, Mars and
MITRE, former Americas MAKE Winners, returned to this years list of top companies.
Enterprises failing to repeat as Americas MAKE Winners were: Facebook, Fluor, Proctor &
Gamble, and Vale S.A. They were displaced from this years Americas MAKE Winners list as
follows:
Facebook (19th in 2015 Americas MAKE study 3rd in the 2014 study).
Fluor (18th in 2015 Americas MAKE study 6th in the 2014 study).
Proctor & Gamble (20th in 2015 Americas MAKE study 9th in the 2014 study).
Vale S.A. (22nd in 2015 Americas MAKE study 10th in the 2014 study).
It should be noted that very few of the 2015 Americas MAKE Finalists exhibited an absolute
decline in their knowledge-driven organizational capabilities. Rather, the Americas MAKE
researchers report that a number of organizations are rapidly expanding their knowledge
capabilities. When comparing the 2015 Americas MAKE rankings with those of previous years, it
is very important to focus on trends in the rate of change, rather than absolute change. This fact
will be highlighted throughout the 2015 Americas MAKE Report.
The Americas MAKE expert panel notes that there has been some improvement in creating
knowledge-driven organizational cultures and organizational learning. However, organizations
appear to be struggling to create enterprise intellectual capital, and to transform enterprise
knowledge into stakeholder value.
Table 4 shows the changes in rankings for a selected group of Americas MAKE Winners and
Finalists. The Americas MAKE research is based on experts perceptions and there is a factor of
uncertainty which must be included. Based on the results of the most recent annual surveys, the
Americas MAKE researchers have assigned the following perceptional values to interpreting
changes in the Americas MAKE rankings:
a change of 1-5 ranking positions =
no change in perceptions.
a slight change in perceptions.
a moderate change in perceptions.
a change of 16 or more ranking positions =
a significant change in perceptions.
Organizations such as the Apple, Google and IBM have shown very little change in their
Americas MAKE rankings over the past several years, reflecting the ability of these firms to use
enterprise knowledge to out-perform their peers in intellectual capital creation and increased
stakeholder value.

21
Changes in Americas MAKE Rankings

Enterprise
Amazon.com
Apple
APQC
ConocoPhillips
Fluor
Google
IBM
Microsoft
MITRE
Vale
2015
2014
2013
2012
2011
(7)
0
7
(2)
(12)
0
4
0
7
(12)
12
0
(5)
(4)
(1)
0
(4)
6
0
(1)
(10)
(1)
3
3
(2)
3
(1)
(6)
2
8
0
(1)
(1)
0
0
0
0
(5)
_
0
(1)
(1)
3
0
1
(3)
3
_
Table 4: Changes in rankings for selected Americas MAKE Finalists and Winners (numbers
in parentheses indicate a decline).
Former Americas MAKE Winners, including Fluor and Vale, have shown a downward trend in
their rankings. These organizations have allowed their enterprise knowledge strategies to become
unfocused, making it more difficult to effectively transform corporate knowledge into increased
stakeholder value.
Steady upward improvements in Americas MAKE rankings indicate those organizations which are
successfully implementing (or re-starting) far-reaching knowledge-driven business strategies.
MITRE forms part of this group.
Position Rankings
Table 5 shows the 2015 Americas MAKE Finalists and Winners position rankings (1-22) in each
of the MAKE Frameworks eight knowledge performance dimensions. The Americas MAKE
study is based on the panel of experts perceptions and there is a factor of uncertainty which must
be included. Based on the results of this annual survey, the Americas MAKE researchers report
that there is an uncertainty of 3 places in these position rankings. For example, Amazon.com is
ranked in 11th place in maximizing enterprise intellectual capital (MAKE knowledge performance
dimension No. 4). However, when uncertainty is factored in, Amazon.coms ranking ranges
between 8th to 14th place.

22
2015 Americas MAKE Finalists Position Rankings

Enterprise
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
Google
Apple
IBM
APQC
Microsoft
MITRE
Phillips 66
Thomson Reuters
Tesla Motors
ConocoPhillips
Amazon.com
Ecopetrol
Mars
FMC Technologies
Nalco Champion
ExxonMobil
Fluor
Facebook
Procter & Gamble
NextEra
IDEO
Vale
1
6
3
16
4
11
10
5
13
9
14
16
15
8
18
12
19
2
7
20
22
21
1
4
2
13
7
11
18
3
6
10
22
5
8
9
19
14
12
15
16
20
16
21
4
3
11
8
12
5
7
17
10
20
2
14
13
16
15
9
19
18
6
21
1
22
1
9
16
7
2
5
4
12
6
18
11
8
17
10
21
13
20
14
3
19
14
22
1
9
11
4
17
3
8
13
15
2
20
7
18
12
5
14
6
10
21
16
22
19
2
4
14
10
6
19
11
3
21
5
17
9
7
8
15
20
13
12
18
16
1
22
1
2
5
3
13
8
9
20
4
11
6
15
14
16
7
10
12
21
19
18
22
17
1
3
4
6
10
8
7
4
9
12
2
19
11
14
13
15
22
17
21
20
18
16
Note: Knowledge performance dimensions numbers across the top of chart refer to:
1. creating an enterprise knowledge-driven culture.
2. developing knowledge workers through senior management leadership.
3. developing and delivering knowledge-based products/services/solutions.
4. maximizing enterprise intellectual capital.
5. creating an environment for collaborative enterprise knowledge sharing.
6. creating a learning organization.
7. delivering value based on stakeholder knowledge.
8. transforming enterprise knowledge into shareholder/stakeholder value.
Table 5: 2015 Americas MAKE Finalists and Winners position rankings in the eight
MAKE knowledge performance dimensions.

23
Position rankings provide valuable insights into an organizations knowledge capabilities as

follows:
position rankings can be used to benchmark organizations which are leaders in a specific
knowledge performance dimension, for example, IDEO for innovation, or Google for
maximizing enterprise intellectual capital.
position rankings also can be used to determine an organizations strengths and weaknesses. If
an organizations ranking in an individual knowledge performance dimension is significantly
higher than its overall Americas MAKE ranking (taking into account the range of uncertainty),
then it is an organizational strength. For example, IDEO (21st position overall) ranks in 1st
place for creating knowledge-based products/services/solutions a strength. However, if an
organizations ranking in an individual knowledge performance dimension is lower than its
overall Americas MAKE ranking, then it can be viewed as an organizational weakness. For
example, APQC (overall position in 4th place) ranks in 16th position in creating a knowledgedriven organizational culture.
Americas MAKE Hall of Fame
Americas MAKE Finalists
This years 14 Americas MAKE Finals are concentrated in 14 categories:
Oil & Gas Exploration and Services 5 (22.6%)
Computer Hardware, Software & IT Solutions 4 (18.1%)
Consumer Products 2 (9.0%)
Automotive Manufacturing 1 (4.6%)
Chemicals 1 (4.6%)
Construction and Engineering 1 (4.6%)
Design 1 (4.6%)
Information Services 1 (4.6%)
Internet Searching Services, Social Networks & Portals 1 (4.6%)
Mining & Mineral Extraction 1 (4.6%)
Non-Profit 1 (4.6%)
Research 1 (4.6%)
Retail 1 (4.6%)
Utilities 1 (4.6%)

24
Nearly one-quarter of the 2015 Americas MAKE Finalists (22.6%) come from the highly
competitive oil and gas exploration and services sector. An analysis of the Global and regional
MAKE studies indicates that there are different sector drivers for each region.
Americas MAKE Hall of Fame
Over the past 14 years, only 41 organizations have been recognized as Americas MAKE Winners.
IBM and Microsoft are the only organizations which have been recognized as Americas MAKE
Finalists every year since the Americas MAKE research study began in 2002.
The 2015 Americas MAKE Hall of Fame consists of eight organizations which have been
Americas MAKE Finalists in each of the past five annual studies:
Apple
APQC
ConocoPhillips
Fluor
Google
IBM
Microsoft
MITRE
It is a tribute to these Americas MAKE Hall of Fame organizations that they have stayed the
knowledge course over the past five years. Many previous Americas MAKE Finalists and
Winners have not been able to maintain a long-term, holistic knowledge-driven strategy and focus,
loosing both momentum and competitive advantage.
When faced with global economic uncertainties and/or competition from within their own
business sectors, the Americas MAKE Hall of Fame organizations have successfully used their
knowledge advantage to maintain leading positions in value creation.

25
Organizations to Watch
Every year a number of organizations appear on the Americas MAKE expert panels radar screen.
Although they have not yet entered the ranks of Americas MAKE Winners, these knowledgedriven organizations demonstrate outstanding innovative capabilities, collaboration, organizational
learning and intellectual capital management. They are organizations to Watch.
Adobe Systems (United States)
Computer software
Caterpillar (United States)
Industrial & agricultural equipment
CEMEX (Mexico)
Building Materials
Deere & Co. (United States)
Industrial & agricultural equipment
ExxonMobil (United States)
Energy
Gilead Sciences (United States)
Biotechnology
Halliburton (United States)
Oil & gas equipment/services/solutions
IDEO (United States)
Design
Kickstarter (United States)
Internet Crowdfunding
LinkedIn (United States)
Social networking
Mars (United States)
Food and beverages
Merck & Co. (United States)
Pharmaceuticals
MITRE (United States)
Research
Monsanto (United States)
Agrochemicals
Nalco Champion (United States)
Chemicals
Netflix (United States)
Entertainment
NextEra Energy (United States)
Utilities
Rockwell Collins (United States)
Aerospace & electronics
Salesforce.com (United States)
IT computers/hardware/software
Southwest Airlines (United States)
Transportation
The Hershey Company (United States)
Food
Unisys (United States)
IT solutions
United Technologies (United States)
Diversified
Walt Disney (United States)
Media and entertainment

26
Global Knowledge Maturity

During the past decade, regional MAKE Winners have invested considerable resources to
improving their collaborative and innovation capabilities. Now they are turning their attentions to
managing enterprise intellectual capital especially human capital. They also are focusing on
social networking tools and techniques to expand and improve inter- and intra-collaborative
enterprise knowledge sharing and to gain greater insights into customers experiences and
expectations.
Many rapidly developing countries, including Brazil, China, India and Indonesia, are continuing to
switch their focus from traditional quality control and low-cost manufacturing to more intensive
knowledge-driven business strategies. The number of MAKE Finalists from emerging markets is
forecast to increase substantially over the next few years.
The uncertain global economic and political environment continues to force consolidation in key
business sectors, including airlines, computers, construction, consulting, defense, energy,
entertainment, information technology, Internet, logistics, mineral resources, pharmaceuticals and
social media. In many of these sectors, large-scale consolidation has resulted in a handful of
global and regional companies dominating each business sector. Those companies with strong
knowledge-driven approaches are most likely to survive and prosper.
Social networking firms represent a new type of global organization. These user-driven
organizations are a reflection of the emerging 21st century knowledge economy where individuals
are actively participating in global communities to create, deliver and use knowledge products and
services. MAKE researchers expect more social network-type organizations to appear in future
MAKE Winners lists.
In the global knowledge race organizations cannot afford to rest on their laurels. The key driver
is the rate at which organizations can transform knowledge into intellectual capital and
knowledge-based products/services/solutions. In the global economy, just keeping up with
competitors is no longer an option.

27
References
[1]
The Worlds Biggest Public Companies (Global 2000 Leading Companies), Forbes, May
6, 2015.
http://www.forbes.com/global2000/list/
[2]
The Fortune Global 500, Fortune, July 23, 2015

http://fortune.com/global500/
[3]
The Fortune 500, Fortune, July 3, 2015.

http://fortune.com/fortune500/

28
Appendix 1: MAKE Framework

After reviewing various knowledge management approaches and models, Teleos developed a
framework of eight knowledge performance dimensions which are the visible drivers of the
knowledge-driven enterprise:
creating an enterprise knowledge-driven culture.
developing knowledge workers through senior management leadership.
developing and delivering knowledge-based products/services/solutions.
maximizing enterprise intellectual capital.
creating an environment for collaborative knowledge sharing.
creating a learning organization.
delivering value based on stakeholder knowledge.
transforming enterprise knowledge into shareholder/stakeholder value.
Each of these eight knowledge performance dimensions is made up of dozens of knowledge
processes and sub-processes. Taken together, they serve as the engine of the knowledge-driven
enterprise (see figure below).
The eight knowledge performance dimensions which form the MAKE framework are found in all
world-class enterprises. They are seen as key drivers in creating value in knowledge-intensive
organizations. Listed below are the major processes which form the foundation of the eight
knowledge performance dimensions.
Creating an enterprise knowledge-driven culture
The key drivers of this knowledge performance dimension include:
Developing and deploying a knowledge-driven enterprise vision and strategy.
Determining enterprise core competencies (knowledge assets).
Designing a knowledge-driven enterprise structure and relationships between enterprise units.
Developing and managing enterprise knowledge values.
Developing and managing enterprise knowledge behaviors.
Developing and managing enterprise knowledge systems/processes.
Creating and managing a knowledge-based human resources strategy.

29
Developing knowledge workers through senior management leadership

Developing and deploying an enterprise management style that encourages the acquisition,
sharing and application of knowledge for enterprise value creation.
Providing financial and non-financial enterprise support for managing knowledge.

30
Encouraging and supporting an enterprise knowledge strategy and approach.

Developing and training knowledge leaders.
Establishing good corporate governance through an enterprise knowledge strategy.
Recognizing/rewarding knowledge leaders.
Perhaps the key knowledge performance attribute in this knowledge performance dimension is the
chief executive officers support. This support involves articulating a clear vision for the
organization, including how it is going to become and then grow as a knowledge-driven
enterprise.
Developing and delivering knowledge-based products/services/solutions
Developing and deploying an enterprise knowledge creation and innovation strategy.
Developing and training the workforce in idea generation and innovation.
Involving customers/stakeholders and suppliers in the development of knowledge-based goods
and services.
Increasing/expanding enterprise knowledge.
Managing the transfer of knowledge and ideas to points of action.
Recognizing/rewarding innovators.
Managing the production and/or service of knowledge-based goods and services.
Measuring value created from knowledge creation and innovation.
Visionary companies create an environment of discomfort to stimulate change and improvement
before their customers/clients demand it of them. Best practice innovative organizations display
the following characteristics:
Employees are allowed free time to be creative.
Functional barriers are removed and silo mentalities discouraged.
Employees are allowed to take risks and make mistakes.
Organizations create reward systems which encourage innovation.

31
Networks and communities of practice are encouraged.

Customers are integrated into the creative process problems are looked at from the customers
perspective.
The innovation process is under continuous review and improvement.
Maximizing enterprise intellectual capital
Developing and deploying an enterprise intellectual capital strategy.
Developing and training the enterprise workforce in intellectual capital concepts and tools.
Developing tools and techniques to manage and measure intellectual capital.
Managing and expanding human, customer/stakeholder and structural intellectual capital.
Protecting knowledge assets.
Recognizing/rewarding employees for increasing enterprise intellectual capital.
Creating an environment for collaborative knowledge sharing
Developing and managing the capture, categorization and use of knowledge.
Mapping knowledge resources throughout the organization.
Converting individual tacit into enterprise explicit knowledge.
Creating systematic mechanisms for sharing existing internal and external knowledge and best
practices.
Using collaborative tools for knowledge sharing (including wikis and social networking).
Developing communities of practice.
Transferring best practices gained from collaborative knowledge sharing.
Effectiveness in identifying and accessing internal and external expertise.
Establishing knowledge-based reward and recognition systems.

32
Creating a learning organization

Developing a knowledge-driven enterprise learning strategy.
Developing collaboration/partnerships for accelerated learning.
Developing and/or acquiring learning methodologies, tools and techniques.
Converting individual tacit into enterprise explicit knowledge.
Developing communities of practice.
Learning by doing.
Coaching and mentoring.
Developing an organizational learning infrastructure, e.g., corporate intranet for the internal
and external exchange of learning experiences.
Moving from individual learning to organizational learning.
Most knowledge enterprises understand that to grow and prosper in the 21st century, they will
have to innovate, develop new knowledge and create maximum value for their customers and
shareholders. To establish this environment of creativity and innovation, a growing number of
firms are transforming themselves into learning organizations.
Delivering value based on stakeholder knowledge
Developing and deploying an enterprise knowledge-driven stakeholder value strategy.
Creating and managing stakeholder value profiles and maps.
Creating stakeholder value chains.
Developing and/or acquiring tools and techniques to collect and gain value from stakeholder
knowledge.
Developing and managing stakeholder databases.
Developing tools and techniques to extract value from stakeholder knowledge.

33
Measuring changes in the stakeholder value chain.

The knowledge economy has changed the goal posts in terms of winning customers and retaining
their loyalty. It is now possible to market to customers on a global scale and to know more about
their needs, wants and desires than ever before. On the other hand, customers and other
stakeholders are becoming more discerning they are knowledgeable about what they want, how
much they will pay for it, and from whom they will purchase it.
Transforming enterprise knowledge into shareholder/stakeholder value

Developing and deploying an enterprise knowledge-driven strategy for increasing
stakeholder/shareholder value.
Mapping and developing knowledge value chains.
Managing and measuring knowledge value chains.
Measuring changes in enterprise stakeholder/shareholder value.
Communicating/reporting on knowledge-based value creation.
Organizations have discovered that this knowledge performance dimension, along with
Maximizing Enterprise Intellectual Capital, is the most difficult to manage at a strategic level.
The concept of knowledge-driven stakeholder/shareholder value continues to be hard to grasp, and
tools and techniques are lacking to make it visible within the enterprise as well as to external
stakeholders.
Part of the difficulty is that most companies are still operating with industrial age financial and
accounting systems. Attempting to measure and manage knowledge processes that create wealth
especially those activities that focus on long-term paybacks are still beyond the grasp of most
organizations.

34
Appendix 2: MAKE Methodology

The Most Admired Knowledge Enterprises (MAKE) research program is based upon the Delphi
research methodology which was developed in the 1950s by the Rand Corporation as a long-range
forecasting tool. When using the Delphi research methodology, a panel of experts is asked a
series of specific questions over several rounds. After each round of responses, individual
opinions are shared, allowing each panel member to understand what the other experts think.
Discovering other experts opinions helps to reinforce those in agreement, and to influence those
who did not initially agree to possibly consider other factors. In the next round, the experts revise
their estimates. The process is then repeated, usually for no more than three or four rounds, until a
broad consensus is reached.
The Delphi method promotes unbiased exchanges of ideas and discussion and usually results in a
convergence of opinion. It is one of the best approaches to forecasting long-range trends and
opinion.
The goal of the MAKE research is obtain a consensus of expert opinion regarding which
organizations are leaders in long-term wealth creation based on transforming enterprise knowledge
into superior processes/products/services/solutions.
A total of 1,500 experts were invited to join the 2015 Americas MAKE panel:
456 senior executives, including the chief executive officer, chief financial officer and chief
technology officer/chief information officer, of each Fortune Americas-headquartered 500
company by sales (198 companies).
1,044 chief knowledge officers and leading knowledge management, intellectual capital,
innovation, and organizational learning practitioners drawn from business, consulting,
academia and research.
Asia now hosts the largest number of Fortune Global 500 headquartered companies. Europe, on
the other hand, continues to decline in share of the Fortune Global 500 companies. The Fortune
Global 500 companies (by location of the firms headquarters) are distributed as follows:
Americas
152 companies (30.4%)
Asia
Europe
Every attempt is made to balance the Americas MAKE expert panel by weighing the KM
experts so that each region has the appropriate geographic representation. Therefore, there
shouldnt be a bias towards organizations headquartered in any particular region. The 2015
Americas MAKE study was conducted during May-June 2015.

35
The 2015 Americas MAKE panel of experts (except the energy and natural resources sectors) had
a slightly more positive view about the global economy when compared to the 2014 Americas
MAKE panel of experts. They were optimistic about growth prospects in the United States, but
concerned about growth prospects in China, Europe and emerging markets.
Trends observed in the Americas MAKE study include:
There was an increase in 2015 Americas MAKE Finalists (22) compared to last years
Americas MAKE study (17). The 2015 Americas MAKE Finalists were located as follows:
Brazil (1), Colombia (1), Canada/USA (1) and United States (19). Clearly large parts of the
Americas are struggling to produce knowledge-drive organizations.
Although the 21st century is forecast to be Asias century, American (and European)
organizations continue to dominate many of the third-party, independent most admired
studies rankings.
Central and South America have a young population when compared to North America, yet
even organizations in these countries are finding it increasingly difficult to recruit, train and
retain key knowledge workers.
This years Americas MAKE Winners excel at developing knowledge-based
products/services/solutions, and enterprise-wide collaboration and knowledge sharing.
On the other hand, the 2015 Americas MAKE Winners are struggling to create learning
organizations, and to transform enterprise knowledge into stakeholder value.
In common with other Delphi-based Most Admired studies, such as Fortunes Worlds Most
Admired Companies, senior executives participating in the MAKE research are knowledgeable
regarding the strengths and weaknesses of Americas peer companies across the eight MAKE
knowledge dimensions, based mainly on perceptions of organizational strategic performance. On
the other hand, the panel of KM experts tends to have a greater understanding of enterprise best
practices at the knowledge process level. Therefore, the two components of the MAKE expert
panel compliment each other.
The 2015 Americas MAKE study consisted of three rounds of consensus-building. In the first
round the expert panel was asked to nominate leading knowledge-driven organizations located
anywhere in the Americas from all sectors (including non-profit and public sector).
In the second round, the 2015 Americas MAKE expert panel members selected a maximum of
three organizations from the list of nominations. Those organizations selected by at least 5% of
the expert panel were recognized as 2015 Americas MAKE Finalists.
In the third and final round, the expert panel rated the 2015 Americas MAKE Finalists against the
eight MAKE knowledge performance dimensions. The nominated enterprises performance was
rated on a scale of 1 (poor) to 10 (excellent) for each knowledge dimension. The maximum
overall score for an enterprise against the eight dimensions was 80.

36
The top Americas MAKE Finalists by total composite score are recognized as Americas MAKE
Winners.

37
Appendix 3: 2015 Americas MAKE Nominees

A total of 57 organizations were nominated in the 2015 Americas MAKE study (in alphabetical
order):
AECOM (USA)
Air Products & Chemicals (USA)
Amazon.com (USA)
Apple (USA)
APQC (USA)
Baker Hughes (USA)
Bechtel (USA)
CEMEX (Mexico)
CGI (Canada)
Cognizant Technology Solutions (USA)
ConocoPhillips (USA)
CreaLibre (Mexico)
Dell (USA)
Embraer (Brazil)
EMC (USA)
ExxonMobil (USA)
Facebook (USA)
Florida Power & Light (NextEra Energy) (USA)
Fluor (USA)
FMC Corporation (USA)
FMC Technologies (USA)
General Electric (USA)
GMI SA (Peru)
Goodyear Tire & Rubber (USA)
Google (USA)
Hewlett-Packard (USA)

38
Honeywell International (USA)

IBM (USA)
IDEO (USA)
Intel (USA)
Jet Propulsion Laboratory (United States Government) (USA)
Kickstarter (USA)
LinkedIn (USA)
Lockheed Martin (USA)
Marriott International (USA)
Mars (USA)
Microsoft (USA)
MITRE (USA)
Nalco Champion (Ecolab) (USA)
Nalco WPS (Ecolab) (USA)
NextEra Energy (USA)
Oracle (USA)
Pemex (Mexico)
Phillips 66 (USA)
Praxair (USA)
Procter & Gamble (USA)
Salesforce.com (USA)
Southwest Airlines (USA)
Tesla Motors (USA)
The Goodyear Tire & Rubber Company (USA)
Thomson Reuters (Canada/USA)
Turner Construction (Hochtief) (USA)
US Army (United States Government) (USA)
US Federal Trade Commission (United States Government) (USA)
US National Aeronautics & Space Administration (United States Government) (USA)
Vale S.A. (Brazil)

39
Appendix 4: 2015 Americas MAKE Finalists

A total of 22 organizations were recognized as 2015 Americas MAKE Finalists (based on
nominations from at least 5% of the Americas MAKE expert panel). They are listed
alphabetically:
Amazon.com (USA)
Apple (USA)
APQC (USA)
ConocoPhillips (USA)
ExxonMobil (USA)
Facebook (USA)
Fluor (USA)
FMC Technologies (USA)
Google (USA)
IBM (USA)
IDEO (USA)
Mars (USA)
Microsoft (USA)
MITRE (USA)
Nalco Champion (Ecolab) (USA)
NextEra Energy (USA)
Phillips 66 (USA)
Procter & Gamble (USA)
Tesla Motors (USA)
Thomson Reuters (Canada/USA)
Vale S.A. (Brazil)

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2015 Americas Most Admired Knowledge

Enterprises MAKE Report

2015 Americas MAKE Study

2015 Americas MAKE Rankings

Changes in 2015 Americas MAKE Rankings

2015 Americas MAKE Hall of Fame

Global Knowledge Maturity

Appendix 1: MAKE Framework

Appendix 2: MAKE Methodology

Appendix 3: 2015 Americas MAKE Nominees

Appendix 4: 2015 Americas MAKE Finalists

2015 Americas Most Admired Knowledge Enterprises MAKE Report

2015 Americas MAKE Study

2015 Americas Most Admired Knowledge Enterprises MAKE Report

2015 Americas MAKE Results

2015 Americas Most Admired Knowledge Enterprises MAKE Report

2015 Americas MAKE Winners

2015 Americas Most Admired Knowledge Enterprises MAKE Report

The 2015 Americas MAKE Winners are (in ranking order):

2015 Americas Most Admired Knowledge Enterprises MAKE Report

Apple (United States)

2015 Americas Most Admired Knowledge Enterprises MAKE Report

IBM (United States)

2015 Americas Most Admired Knowledge Enterprises MAKE Report

APQC (United States)

2015 Americas Most Admired Knowledge Enterprises MAKE Report

Microsoft (United States)

2015 Americas Most Admired Knowledge Enterprises MAKE Report

MITRE (United States)

2015 Americas Most Admired Knowledge Enterprises MAKE Report

Phillips 66 (United States)

2015 Americas Most Admired Knowledge Enterprises MAKE Report

Thomson Reuters (Canada/United States)

2015 Americas Most Admired Knowledge Enterprises MAKE Report

Tesla Motors (United States)

2015 Americas Most Admired Knowledge Enterprises MAKE Report

ConocoPhillips (United States)

2015 Americas Most Admired Knowledge Enterprises MAKE Report

Amazon.com (United States)

2015 Americas Most Admired Knowledge Enterprises MAKE Report

2015 Americas Most Admired Knowledge Enterprises MAKE Report

Mars (United States)

2015 Americas Most Admired Knowledge Enterprises MAKE Report

FMC Technologies (United States)

2015 Americas Most Admired Knowledge Enterprises MAKE Report

Enterprises Receiving the Most

CKOs and Leading

Americas MAKE Rankings

2011-2015 Americas MAKE Rankings

2015 Americas Most Admired Knowledge Enterprises MAKE Report

Cognizant Technology Solutions

Changes in Americas MAKE Rankings

2015 Americas Most Admired Knowledge Enterprises MAKE Report

a change of 6-10 ranking positions =

a slight change in perceptions.

a change of 11-15 ranking positions =

a moderate change in perceptions.

a change of 16 or more ranking positions =

a significant change in perceptions.