THE IMPACT OF ORGANIZATIONAL CULTURE ON KNOWLEDGE SHARING

The purpose of this study is to examine the relationship between knowledge management and organizational culture, adopting the view of knowledge. Understanding how different cultural types are associated with specific knowledge management should shed light on how the relationship between organizational culture and knowledge management is manifested in the choices of organizations. For this research, the quantitative research design will be used. A survey questionnaire will be employed in achieving the objectives of this research. Results indicate that successful KM application should go beyond the operational side into social, human and organizational aspects to create individual commitment towards KM implementation. This discussion also emphasizes the importance of the collective knowledge and knowledge network concepts on the organizational level.


INTRODUCTION
Knowledge is now being seen as the most important strategic resource in organizations, and the management of this knowledge is considered critical to organizational success.The culture of the workplace controls the way employees behave amongst themselves as well as with people outside the organization.De Long, Fahey (2000) examined the correlation between culture and the creation, sharing, and utilize of knowledge.They concluded that culture, and principally subcultures significantly influence these knowledge-related processes in four ways: 1. Culture shapes assumptions concerning which knowledge is significant.
2. Culture mediates the associations between individual and organizational knowledge.
3. Culture creates a position for social interaction.4. Culture shapes the creation and acceptance of new knowledge.KM has become a popular topic for research nowadays and the need for investigating factors that may hinder or support KM processes is rapidly increasing.Accordingly, huge number of studies concerning KM issues and specialized KM journals has become available and still emerging.In spite of this fact, and supported by the argument that organizational, social, and managerial theories are culturally constrained and reflect the culture of the environment where they were developed, it is irrational to assume that the available literature in all universities' concerning KM can be suitable to explain the KM environment in private universities.
Considering the complexity of the culture concept and the dilemma of organizational culture, these four cultural attributes are seen, from this study's point of view, as comprehensive and common cultural factors that are expected to have an impact on sharing of knowledge among organizational members on different levels.To achieve the aim and objectives of this study, the following model (Figure 1) was proposed.The knowledge is expressed in a frequent language and with tools, which are understood by all users (Dalkir, 2005).It includes communication, translation, and conversion, filtering and rendering (Newman, Conrad, 2000).Knowledge management and knowledge sharing are considered major building unit for organizational success (Laycock, 2005) and constitute competitive advantages (Senge et al., 2007;Teng, 2006).
Knowledge management is essentially about getting the right knowledge to the right person at the right time.Knowledge management may also include new knowledge creation, or it may solely focus on knowledge sharing, storage, and refinement.Knowledge

R E T R A C T E D
management refers to identifying and leveraging the collective knowledge in an organization to help the organizations to sustain competitive advantage.Knowledge management is by and large involving four basic processes of creating, storing / retrieving, transferring, and applying knowledge.It aims to make knowledge visible and show the role of knowledge in an organization; or to develop a knowledge-intensive culture by encouraging and aggregating behaviors such as knowledge sharing and proactively seeking and offering knowledge; or to build a knowledge infrastructure and encouragement to interact and collaborate (Davenport, Prusak, 1998).By fulfilling these three goals, knowledge management is purported to increase innovativeness and responsiveness within organizations.Whereas, knowledge sharing is a single most important aspect of knowledge management, which is a process through that knowledge is exchanged among people and members of an organization.It is vital in eliminating the key person dependency.When the individuals leave their jobs, they take away valuable knowledge which should be transferred to others to maintain the organization efficiency.
These environmental factors influence an individual's knowledge creating and sharing posture.Knowledge sharing behaviors can be divided into full knowledge sharing and partial knowledge sharing (Ford, Staples, 2010).Full knowledge sharing is characterized by intentions to fully share, whereas partial knowledge sharing is characterized by knowledge uniqueness, interpersonal distrust, and perceived value of knowledge (Garicano, Posner, 2005).
Leidner, et al. ( 2012) used a case study approach to compare and contrast the cultures and knowledge management approaches of two organizations, they suggests ways in which organizational culture influences knowledge management initiatives and evolution of knowledge management in organizations.Kamara, et al. (2002) have Classified KM approach as their "supply driven" or "demand driven".A recent study by Bock and Kim (2002) drew on social exchange theory , social cognitive theory and the theory of reasoned action and tested their proposed model on knowledge sharing attitudes.Also, the benefits of knowledge sharing were presented in previous researches (Noe et al.,2004;Ajzen,1991;Connelly,Kelloway,2003;Hofstede et al.,1991;Hofstede et al.,2002).
This study assumes that the success or failure of KM application highly depends on the cultural setting which can strongly determine people's ability not only to create but also to share and effectively use knowledge and transfer their tacit knowledge into an explicit form that can benefit the whole organization.The lack of enough study on private universities concerning KM, which is considered as a problematic issue, provides a clear justification for conducting of this study.Based on this argument, this study adopts a case study approach to explore the appropriateness of organizational culture for KS as one of the most important KM processes and the impact of some key cultural attributes including: trust, collaborative working environment, shared vision and management practices on KS.

THE CONCEPT OF KNOWLEDGE
Before attempting to address the question of knowledge management, it is important to highlights the following principles concerning the concept of knowledge.
• A collection of data is not information.
• A collection of information is not knowledge.
• A collection of knowledge is not wisdom.
• A collection of wisdom is not truth.That collection of data is not information; it implies that a collection of data for which there is no relation between the pieces of data is not information.Processing of data is the mechanism to transform the useless set of data into usable information.Processing of information which involves examination and identification of relationships between them transform the information into knowledge that will be of more value for individuals as well as for the organization.Wisdom arises when one understands the foundational principles responsible for the patterns representing knowledge being what they are.And wisdom, even more so than knowledge, tends to create its own context.These foundational principles are universal and completely context independent.Knowledge then can be seen as accumulation of information in the person's mind.The sources of knowledge are varied and may include interaction with others, experiences, readings, listening, emotional factor.There are two types of knowledge including 'explicit' and 'tacit' knowledge.

RESEARCH METHODOLOGY
This study is a non-experimental type of research, which is based on descriptive and correlation research.The researcher has decided that the purposes of this research are for descriptive and hypothesis testing.The descriptive approach provides a snapshot of the characteristics of study variables; it is commonly used in social science study.In this study, a co-relational relationship is chosen to explain the relationship between two or more relevant variables associated with safety problems (Alkshali et al.,2010;Schweigert, 1994).A survey is defined as "a method for gathering information from a sample of individuals.

Population
The population for this research consisted of all the employees are in the MMU.A list of workers in MMU is obtained from the official website of multimedia university (Schermerhorn et al., 2000).The sample frame for this study was drawn from the 2012 Directory of MMU.The essential consideration in all investigations is sample size.The sample size is determined according to (Sekaran, 2006) formula with population size (N) that contains 2030 respondents; 322 respondents are selected randomly as sample size (S) to acquire 95% level of confidence.The questionnaire is utilized as the key instrument to gather data from the respondents.An investigator was distributed questionnaires to the target respondents and gathers it through the Human Resource at MMU.

 Level of Trust (LT):
Trust is seen as an important determinant of the level of KS among organizational members.It reflects the reliability of employees' relationships and the nature of social interaction among employees.

 Collaborative Working Environment (CWE):
This variable reflects the applicability of team working environment with the context of the study.

R E T R A C T E D
This variable reflects the extent which the culture of the organization supports the existence of a common business framework the leads the organizational effort towards certain common goals.

 Managerial Practices (MP):
This variable explores the nature of management practices with the context of the study and the degree in which these variables can support or hinder exchanging of knowledge.

Dependent variable
 Knowledge Sharing (KS): KS is a collaborative process which involves transferring and sharing of knowledge among group's members.

ANALYSIS OF DATA
This quantitative research was designed to observe the influence of organizational culture's factor on knowledge sharing at multimedia university in Malaysia.This chapter presents results of data analysis .Data for this study was collected using a survey combining two instruments: Organizational Culture Profile (OCF) instrument (Sarros et al., 2005) and Knowledge Management Technology Profile instrument (Heejun, Duke, 2006).

Respondents Demographic Analysis
This section discusses about demographic analysis and explains the frequency of each item.Statistical Package for "Social Science (SPSS Window) version" 19.0 was utilized to sum up the biographic social as shown below.In this part, the frequency bar graphs and tables for the biographic information captured in the questionnaire were used.In this section, the staff have been requested the respondents to provide regarding their demographic information.Six items were comprised in this part, and the majority important diagram of this part is to give details the personality report of MMU'S staff.These include: Gender, Age, Marital Status, Years within the university, and highest Level of Education and Race records in MMU.

Gender Frequency
Figures 4 and 5 show that the MMU employees comprised 107 males and 60 females, which accounted for 64.1% and 35.9% respectively.The participants were asked to state their particular age at the time of the survey.Table 2 and Figure 6 illustrate that the age groups of 25-29 and 30-34 comprised the most MMU employees with 73 (43.7%) and 53 (31.7%) members respectively.There were 15 (9.0%) in the age group of 35-39; 12 (7.2%) in the age Group of 40-44; 8 (4.8%) in the age group of 20-24; 4 (2.4%) in the age group of 45-49, only 2 (1.2%) were more than 50 years old.

Marital Status
Table 3 and figure 7 show that 73 out of 167 respondents were single, accounting for 43.7% of the total sample.Of the total, 94 respondents were married, accounting for 56.3%.

Education Rate
As shown in figures 8 and 9, the educational level of most of the workforce in Multimedia University regarding 67 individuals out of 167 had the master's degree that generates 40.1% of the total groups.The next uppermost figures of respondents were the bachelor's certificate with 36.5% who are working within Multimedia University.At the time of the survey, 11.4% of workers had diploma degree and 5.4% had other's certificate.Only 6.6% of the staff have PhD degree.

Years within the University
Figure 10 shows that 24 (14.4%)out of 167 participants in the Multimedia University accounted working for their university for "more than 1 to less than 3 years"; 82 (49.1%) reported working for "more than 4 to less than 6 years"; 41 or (24.6%) of the respondents had job practice among 7-9 years; 10 or (6.0%) participants in the Multimedia University reported working for their university for "more than 10 to less than 12 years"; 9 (5.4%) reported working for "more than 13 to less than 15 years" and at the time of the survey.Only 1 or (0.6%) had job experiences more than 15 years.

Reliability Test
This study used Cronbach alpha to test the consistency of the results produced by the scale.Cronbach alpha measures the consistency based on the extent to which a participant who answered a question in a certain way will respond to other questions in the same manner.According to this test, the overall reliability level was equal to (0.934) which is considered as an acceptable level of reliability (Zikmund et al., 2012).Table (3) below slows the reliability level of the scale variability.Since the percentage of the reliability level of all the scale's variables is greater than %60, the scale is considered reliable. Table3

Spearman Correlation
Before testing the influence of the independent variables on the dependent variable using a regression analysis, it is important to test if the significance of the correlation between organizational culture variables and knowledge sharing.Therefore, Pearson correlation coefficient was calculated (Table 4).

R E T R A C T E D
As shown in Table (4), all correlations between organizational culture variables and knowledge sharing are significant and positive.The strongest relationship was found between the dependent variable knowledge sharing and the Managerial practices.

Hypotheses Testing
Means and standard deviation values shown in Table (5) indicate that cultural attribute within the context of MMU can provide a medium support for KS.Efforts should be made to promote trust value, collaborative environment and team working, organizational shared vision, and supportive management practices.To test the proposed model, multiple regression analysis was used as shown in Table (6).The value of R2 (59.6%) shown in table 4 indicates that the four cultural factors investigated in this study including trust, collaborative working environment, shared vision, and managerial practices can explain 59.6% of the variance in KS.This value of variance explained is considered of high importance considering the social aspects of this study.This, in fact, is re-emphasizing the concept of an organization as a social entity where the level of trust, people's interaction and collaboration, their vision, and management settings represent very important social characteristics.Based on the outcomes of results, the proposed hypotheses can be tested as follows: Hypothesis No. 1.1:The level of trust within the context of MMU has a significant statistical impact on KS.
Trust as a cultural attribute has a significant direct effect on KS (t = 5.257; sig = 0.000).As shown in Table 6, the results of the first hypothesis showed that T value is (5.257) and the significance level is (0.000) which means a confidence level of (100%) and since its higher than the confidence level of this study which is (95%), accordingly, the second hypothesis is accepted.
This finding agrees with, Wang, et al. (2008), Paroutis and Al Saleh (2009) who emphasized the importance of trust in promoting of KS and transfer among organizational members.This can be justified based on the argument which emphasizes that trust environment can encourage people to interact more with each other's and share their ideas and knowledge.Lack of trust on, on the other hand, may create a state of isolation among organizational members which prevent sharing and exchanging of knowledge.

R E T R A C T E D
Hypothesis No. 1.2: Collaborative working environment within the context of MMU has a significant statistical impact on KS.
Collaborative working environment as a cultural attribute has a significant direct effect on KS (t= 3.444; sig = 0.001).As shown in table 6, the results of the second hypothesis showed that T value is (3.444) and the significance level is (0.001) which means a confidence level of (0.999%) and since its higher than the confidence level of this study which is (95%), accordingly, the third hypothesis is accepted.
This finding agrees with, Dillenbourg, et al. ( 2009) who emphasized the importance of collaborative working environment and employees social relations in promoting of KS and transfer among organizational members.
In fact, effective organizational collaborative environment in the form of team working and organizational committees can encourage team learning through promoting the socialization process and creating a state of synergy among team members.The availability of collaborative working environment can also enhance the transformation of individual knowledge into team knowledge and potentially into organizational knowledge.
Hypothesis No. 1.3: Employees shared vision within the context of MMU has a significant statistical impact on KS.
Employees shared vision as a cultural attribute has a significant direct effect on KS (t = 5.076; sig = 0.000).As shown in table 6, the results of the third hypothesis show that T value is (5.076) and the significance level is (0.000) which means a confidence level of (100%) and since its higher than the confidence level of this study which is (95%), the fourth hypothesis is accepted.
This finding agrees with (Ladd, Ward, 2002) who emphasizes the importance of employees shared vision in promoting of KS and among organizational members.In fact, the existence of a shared vision within the organizational context as a part of an effective strategic management process may create a common ground for organizational members to share their knowledge.
Hypothesis No. 1.4: Managerial practices within the context of MMU have a significant statistical impact on KS.Moreover, managerial practices as a cultural attribute has a significant direct effect on KS (t = 10.648;sig = 0.000).As shown in table 6, the results of the third hypothesis show that T value is (10.648) and the significance level is R E T R A C T E D (0.000) which means a confidence level of (100%) and since its higher than the confidence level of this study which is (95%), the fifth hypothesis is accepted.
This finding agrees with Holowetzki (2002), Chong et al. (2005) who emphasized the importance of managerial practices in promoting of KS among organizational members and supporting the KM application.Alkshali and Al-Temimi (2010) also emphasized that leadership had a significant effect on the overall organizational learning.The Effective management practices that enhance employee empowerment can encourage the existence of a transformational leadership and open culture where knowledge is rewarded and shared freely within the organizational context Alkshali and Al-Temimi (2010).These management practices may include job enrichment and enlargement, a transformational leadership, delegation of decision making authority, providing continuous training and development, developing effective reward practices and granting participation rights.

CONCLUSION
A survey questionnaire will be employed in achieving the objectives of this research.A survey is defined as "a method for gathering information from a sample of individuals.
The key aim of a survey research is "to collect information from one or more people on some set of organizationally relevant constructs.As the concept of KM continues to gain popularity, it is crucial to understand KM and key success factors.This study provides evidence concerning the importance of some cultural attribute for effective KS as a major process relating to KM practices.The findings of this study emphasize that cultural attributes are considered as an important factor that can determine the extent of KS with the organizational context.Accordingly, knowledge committed management can increase employee motivation and to empower them in their profession and organization.The results reveal in this study also emphasize the need to consider the cultural attributes of KM application's context.This involves not only the attempt to understand the organizational culture but also to enforce certain cultural attributes that can support successful diffusion of KM practices in general and KS in particular.The analysis of MMU demonstrate that involving organization's people in the creation, sharing and application processes and knowledge evaluation through the design and implementation of appropriate mechanisms to empower employees.This can enhance organizational ability to adjust its expectations and provide better and more feasible suggestions for implementing the KM system.

Figure ( 2 )
Figure (2) explains the relationships and hierarchy of the concepts of data, information, knowledge and wisdom (Hierarchy of the concepts of data, information, knowledge and wisdom).

Figure 2 :
Figure 2: Hierarchical concepts of Knowledge Source:Williams, 2014 Saroos et al.(2005)  indicated that, there are four most important motivations why researchers choose to sample their population.The primary and most obvious motive is to lower the costs of the research.The next motivation is to get greater accurateness of results.The third reason is to achieve larger speeds of data gathering and finally the accessibility of population elements.

Figure 3 :
Figure 3: Types of Sampling

Figure 4 :
Figure 4: Frequency percentage of Gender Figure 5: The frequency percentage of gender

Figure 6 :
Figure 6: Frequency percentage of age

Figure 8
Figure 8: Education Rate Figure 9: Education Rate

Figure 10 :
Figure 10:Years within the University

Table 2 :
Employment Status Frequency

Table 4 :
Spearman Correlation **. Correlation is significant at the 0.01 level.

Table 6 :
Model Summary

Table 7 :
Hypothesis No. results