From Anarchy to System: A Novel Classification of Visual Knowledge Codification Techniques

The paper suggests a classification of visual knowledge codification (diagramming) techniques for multi‐perspective business systems analysis and design. The classification is based on seven main categories of knowledge: what‐knowledge, how‐knowledge, who‐knowledge, why‐knowledge, what for‐knowledge, when‐knowledge and where‐knowledge. The classification defines both knowledge type and the most appropriate kind of diagramming technique. Examples for use of this classification system for marketing function applications are presented. Specific examples of these applications include mind map, concept map, Ishikawa diagram, strategy map, business process models and function trees. It is hoped that the new classification will allow better practical use of diagramming techniques in business and lead to fewer professional misunderstandings and more effective business communication. The aim of this research is thus to improve visual literacy among both business practitioners and educators. Copyright © 2016 John Wiley & Sons, Ltd.