Journal of Knowledge Management Practice, Vol. 8, SI 1, May 2007

Papers Selected From

Centre for Business Information, Organisation & Process Management (BIOPoM) 1st International Conference 2006

University of Westminster, London UK, June 29, 2006


To Blog Or Not To Blog: Understanding And Overcoming The Challenge Of Knowledge Sharing

Alex Ramirez, Carleton University, Ottawa

ABSTRACT:

A sociotechnical view of knowledge management is used to review the literature on knowledge sharing. Aspects of ownership and motivators for sharing knowledge are reviewed. It is only through the participation of Human Resources departments and individuals that the sharing of knowledge in organisations may succeed. Knowledge sharing is discussed and its barriers are addressed. A series of strategies are presented from four different contexts: social, organisational, managerial and technical. A discussion on how to develop a knowledge sharing culture is presented. One tool, Blogs, is discussed to formalise the knowledge sharing strategies implemented as a way to develop an organisational culture in which knowledge is shared.

Keywords: Knowledge Management, Knowledge Sharing, Human Resources, Blogs.


1.         Introduction

The sociotechnical approach has enhanced the way we look at phenomena arising from organisational settings in which technology is implemented as a way to assist their members in achieving the mission and goals of those organisations. In the last decade, knowledge management tools have been introduced aiming at facilitating the sharing of knowledge among individuals. These efforts have received mixed reviews (Alavi and Leidner, 2001, Bender and Fish, 2000, Coakes, 2004, Davenport et al., 1998, Greengard, 1998a, Schultze and Leidner, 2002, Smith, 2003, Storey and Barnett, 2000).

It is extremely important that organisations create a culture of knowledge sharing. This way the organisation would not be dependent on the knowledge of a few employees and everyone in the corporation would benefit from the knowledge the firm has enabled, both individual and inter-subjective knowledge. Individual knowledge is meant as the knowledge residing within a human subject, while intersubjective knowledge is meant as the knowledge of individuals that is shared among them (Goldkuhl and Braf, 2001). Institutionalised knowledge has its origins in individual and intersubjective knowledge. Such knowledge is not always deployed through an explicit and linguistic communication process. Much knowledge (both individual and intersubjective) is kept in practical consciousness (Giddens, 1984).

This paper looks at the sociotechnical views on knowledge sharing that allow corporations to establish a knowledge sharing culture. Coakes (2001) introduces this sociotechnical perspective in which technology is only an enabler and the social aspects of managing knowledge become pre-eminent. The paper looks at the social and human sides of knowledge management. Knowledge sharing is discussed and its barriers are addressed. Following Smith (2003), a series of strategies found in the literature are presented from four different contexts: social, organisational, managerial and technical, followed by a discussion on how to develop a knowledge sharing culture. One tool, blogs, is presented as a way to enable a knowledge sharing culture.

2.         The Social And Human Sides Of The Management Of Knowledge

As part of the social approach to knowledge management, it is important to understand the role that both individuals and the human resources function play in the management of knowledge in an organisation. Some analysts believe that information technology is a key driver for knowledge management; others disagree with this view and believe that knowledge management is about people not technology, and to start from a computer perspective would ensure the failure of knowledge management (Soliman and Spooner, 2000).

Researchers have argued that people are important to the creation, capture, and sharing of knowledge. Egan (2003) indicates that the effective flow of knowledge is only sustainable through people. Geraint (1998) claims that too much faith has been invested in technology at the expense of people issues. While Carter and Scarborough (2001) say that many knowledge management initiatives fail largely because they ignored the people issues associated with sharing knowledge. Greengard (1998b) indicates that all the technology and tools in the world won’t make a knowledge-based organisation.  Roberts (2000) goes further by assigning an 80% people, 20% technology ratio in discussing knowledge management.   Regardless of whether the ratio is 80/20, 50/50 or even 20/80, organisations are beginning to realize that individuals have a key role to play in knowledge management. 

When the people dimension is raised in knowledge management, it is often in the context of the human or technology interface and in the capturing and sharing of information (Brelade and Harman, 2000).  The biggest contribution that human resources can make to knowledge management is often not stated - to bridge the gap between what people know (information and expertise) and what they do.  Brelade and Harman (2000) essentially state that Human Resources departments can play a role in ensuring that individuals can find and use the knowledge available in an organisation.  It is not just about sharing knowledge, but making certain the right people get the knowledge they need when they require it.

Brelade and Harman (2000) indicate that Human Resources departments are perceived as having a minor role in knowledge sharing while Egan (2003) claims that Human Resources departments are not even perceived as having a role in knowledge management or knowledge sharing.  This may be due to the fact that many early knowledge initiatives were led by information technology departments. 

Knowledge management ultimately depends upon people, but it is precisely the people aspect that has been the most neglected while studying this field.  Human Resources practitioners and analysts have been slow in contributing to knowledge management.  Therefore, the onus is not just on the organisation to determine the role that Human Resources departments will have in knowledge management, these departments should also recognize their responsibility (Hislop, 2003, Greengard, 1998b).

Human Resources departments should not necessarily have to lead knowledge management initiatives. Most likely their representatives would not understand the complexities associated with the development of the system.  However, they should have a role in the development of knowledge management within the organisation. 

Organisations have to determine how to involve employees in knowledge management process, i.e., to develop and implement strategies to motivate employees (or encourage them) to create, capture, and share knowledge.  In addition, the role of Human Resources departments should not be taken lightly. 

3.         Knowledge Sharing

Knowledge sharing enables employees to share their insights and experiences in order to allow faster and more cost effective project completions (Geraint, 1998).  Employees can draw upon the experiences of others in their pursuit of finding solutions to problems.  Redundancy of work is decreased as employees are not re‑creating knowledge (Arora, 2002).  The overall results are cost and time savings, which is the creation of value for the organisation.  As practices and policies within an organisation can importantly affect the motivation of workers to share knowledge, it is important to examine the various strategies that organisations employ to foster knowledge sharing, as they should drive the organisation’s practices and policies (Hislop, 2003). 

3.1.      Obstacles To Knowledge Sharing

As with most problems, it is difficult to determine the solution if one is not aware of the underlying issue or the obstacles that one may face in trying to solve the problem, as such, an understanding of the obstacles to knowledge sharing in organisations is required in order to explore strategies to encourage knowledge sharing.

The view of knowledge as power hinders the sharing of knowledge in organisation.  Goman (2002) states that employees at all levels in organisations report that they believe that knowledge is power.  Davenport (1997) also cites the issue of knowledge as power as a knowledge sharing obstacle.  People do not like to share their best ideas because doing so dilutes their standing in the organisation, and can impede their ability to get ahead (Bender and Fish, 2000, Greengard, 1998a, Martensson, 2000, Miller, 2002).

An alternative view of the knowledge is power struggle is the inherent tension between workers and the organisation for which they work over who owns and controls their knowledge (Hislop, 2003).  This tension stems from the idea that knowledge is a resource with a significant amount of potential status and power, and results in turf wars.

By using other people’s knowledge, employees may feel that they look less knowledgeable, and that they are dependent on others to do their job (Greengard, 1998a).  People are concerned with the perception of inferiority in the organisation, and are concerned about their jobs.  The result can mean delays in work processes and innovation, and unnecessary time consuming and costly training and development (Bender and Fish, 2000). 

Job security concerns as obstacle to knowledge sharing are further exacerbated when an organisation is experiencing lay‑offs.  Employees are unwilling to share knowledge fearing lay‑offs. They are unwilling to share mistakes and failures, despite the fact that this knowledge could prevent other employees from making the same errors, and therefore save the company money and time.  They may not want to share positive knowledge, as they believe their job security is inextricably linked to their personal knowledge and expertise (Davenport et al., 1998). 

People also like to consider themselves as experts, and would prefer not to collaborate with others (Bender and Fish, 2000, Greengard, 1998a).  When there is unhealthy competition and rivalry among organisational units, people may not be willing to share their knowledge with other units (Arora, 2002).

If, however, people were willing to share their knowledge but a disciplined collaborative process were not in place (such as communities of practice), the employees may not have an avenue by which to share, in fact the employees may not be aware of the knowledge needs of other individuals or units.  The sharing of knowledge in this case would occur by chance (Arora 2002).  Employees may also not realise that their experiences would be valuable to others (Martensson, 2000), or they may be insecure about the value of their knowledge (Goman, 2002). 

In addition, some corporate cultures still discourage the kind of open communication that is the foundation of effective collaboration, and as such, employees are more reluctant to share what they know (Goman, 2002).

The unwillingness on the part of some employees to share their knowledge may also be a question of trust.  People are reluctant to share knowledge when they do not know other employees well enough personally to evaluate their trustworthiness (Goman, 2002).

A lack of incentives is an obstacle to knowledge sharing, as people are reluctant to share without recompense either in the short or in the long term (Davenport, 1997).  Soo et al. (2002) agree that a lack of incentives is an obstacle to knowledge sharing.  Not only incentives, but the right type of them is very important. Incentives based on individual performance, as opposed to team performance, do not foster knowledge sharing (Arora, 2002, Soo et al., 2002).  An important issue is the fact that sharing knowledge is cultural. If the organisational culture generates a habit of hoarding knowledge rather than sharing it most likely employees will not share their knowledge (Arora, 2002).

The final obstacle to knowledge sharing identified in the literature is the issue of time. Employees in this case are willing to share knowledge; however, if the organisation does not make knowledge sharing a priority, and the time to share knowledge is not built into the employees’ daily work life, most likely they will not share their knowledge (Miller, 2002, Soo et al., 2002). 

3.2.      Knowledge Sharing Strategies 

Strategies that organisations can employ to promote knowledge sharing can be divided into Social, Organisational, Managerial, and Technical contexts (Smith, 2003). 

3.2.1.   Social Context

Establish Opportunities for Interactions

Most knowledge is shared socially, e.g., face‑to‑face or telephone conversations.  However, often the sharing of knowledge happens via electronic communications, and document repositories (Smith, 2003).  Organisational efforts should be focused on creating opportunities for employees to interact, whether formally or informally, to foster knowledge sharing.  Creating these opportunities should aid in building trust among employees, to overcome the knowledge sharing obstacle whereby employees are not comfortable sharing their knowledge with people they do not know (Goman, 2002).

Informal opportunities would include unscheduled meetings, informal seminars, or coffee break conversations.  Formal opportunities would include training sessions, plant tours, and scheduled debriefings.  While knowledge sharing may be facilitated through formal opportunities, this may stifle creativity (Alavi and Leidner, 2001).

Organisations can develop communities of practice to promote knowledge sharing (Arora, 2002, Carter and Scarborough, 2001, Geraint, 1998).  These communities of practice are a group of people sharing experiences and knowledge in a free flowing way and fostering new approaches to problem solving (Arora, 2002).  Communities of practice are forums where employees share best practices (Arora, 2002).  The groups may be developed informally and become self-selecting (Carter and Scarborough, 2001), however, an organisation can aid in creating these communities since the benefits will be also organisational. 

Establish a Mentorship and/or Coaching Program

An organisation can develop a mentorship program to gently transfer “subtle and private skills and experiences” to others (Cope 1998, p. 29).  The mentor is not explicit in the sharing of knowledge, but they will role-model the behaviours the mentor found to be effective.  Mentors also introduce mentees to their network, in a low pressure, and informal setting (Egan, 2003).  Coaching is not just for employees, but also for managers, to aid them in dealing with day‑to‑day issues, and to aid them to become better coaches to their staff (Egan, 2003). 

3.2.2. Organisational Context

Establish Incentive Schemes

Desouza and Awazu (2003) have identified the need for incentives to motivate employees to share their knowledge, as opposed to hoarding it. To properly encourage knowledge contributions, organisation must re‑align incentive schemes to accurately account for these vital contributions.  Greengard (1998a) in the same line claims that creating appropriate rewards, recognition, and compensation to drive knowledge management is essential (Burtha, 2001, Brelade and Harman, 2000, Chase, 1997, Martensson, 2000, Yahya and Goh, 2002).  In a study of organisations’ knowledge management practices 46% of respondents cited rewards and recognition as an obstacle to creating a knowledge‑based organisation (Chase, 1997). 

One of the obstacles to sharing, as identified previously in Obstacles to Knowledge Sharing, are improper incentives (whether they be to enter knowledge in a repository, or to share in face‑to‑face discussions), where employees are rewarded on an individual basis, as opposed to being rewarded for team efforts.  Rewards should be based on contributions towards the group’s performance, and should not be based on internal competition or individual rewards (Yahya and Goh, 2002, Goman, 2002. 

The incentives provided to employees should be both short‑term, e.g., bonuses; and long‑term, e.g., salaries, promotions, etc.; to reflect the organisation’s short and long‑term focus (Brelade and Harman, 2000, Davenport, 1997).  An example of a short‑term incentive was Ernst and Young’s plan of offering prizes of ₤1,000 to ten staff members whose submissions in the knowledge repository were randomly picked over a three‑month period.  The number of submissions increased from approximately 50 per month, to 500 by the end of the three‑month period.  Eventually the number of submissions settled around 200 to 300 per month (Geraint, 1998). The incentives given should also not be trivial. Davenport et al. (1998) suggest that short‑term incentives should be highly visible.

Long‑term incentives, as mentioned above, involve tying knowledge sharing in with the organisation’s evaluation and compensation structure (Davenport et al., 1998).  Organisations can develop knowledge sharing competencies to use during the appraisal process (Geraint, 1998). Knowledge management skills, including knowledge sharing, should form part of employees’ performance evaluations (Greengard, 1998).  Employees can be assessed based on the acquisition of new skills and knowledge, undertaking new projects or responsibilities, contributions to a community or team, or contributions to the development of another employee (Brelade and Harman, 2000). 

When establishing an incentive scheme, organisations should take into consideration, as a minimum requirement, the quality of the knowledge shared.  Brown and Duguid (2000) suggest a process of submission, refinement, revision, and posting in the knowledge repository.  This process can be very time consuming, and costly to the organisation, however in the long run, may save the organisation money. 

Not all incentives will motivate employees to share in the same way.  Geraint (1998) indicates that salespeople may respond to financial or other material incentives, whereas systems engineers may be motivated by the sense of pride they feel when their knowledge is shared and used.  Therefore, when designing an incentive scheme, it must be developed with the participation of employees to some degree, to maximise its acceptance, (Brelade and Harman, 2000), much the same as you would try to get employee buy‑in when effecting organisational change.

Use Recruitment, Selection, Training and Development

Recruiting and selecting employees that fit well with the knowledge sharing culture fosters knowledge sharing (Hislop, 2003).  In addition, through recruitment and selection strategies, the organisation can fill the organisation’s knowledge gaps, as opposed to just fill jobs (Brelade and Harman, 2003).  The organisation can use tools such as personality and aptitude tests to determine how well those recruited would fit in with the organisation. They should also be evaluated on their propensity to share knowledge.

The training process can also influence knowledge‑sharing.  Often workers do not use knowledge‑sharing technology and tools simply because they are not sure how they work or do not understand what behaviours they are expected to practice.  Organisations should ensure that employees are provided with training regarding the technology tools to support knowledge sharing, as well as the behaviours that they are expected to exhibit (Smith, 2003).  Employees should be trained how to use the knowledge management systems, as well as educated with respect to the value of sharing knowledge.  Organisations have to assist employees in understanding what the system is, what it does, and how it can benefit them personally (Greengard, 1998a).

Bender and Fish (2000) suggest a new way of fostering knowledge sharing through global assignments where employees can transfer their skills and knowledge to various parts of the organisation as they move from place to place.  Alavi and Leidner (2001) also discuss personnel transfers from one group to another as a means of sharing knowledge. 

Match Structure With Strategy

The literature suggests that a hierarchical structure does not foster interactions among employees, and therefore does not foster knowledge sharing (Bhatt, 2001, Hwang, 2003, Manasco, 1996, Smith 2003, Soo et al., 2002).  In fact, Smith (2003) states that research has repeatedly shown that organisational demographics, particularly large size and formal status differentials, have a negative influence on knowledge sharing.  As such, the organisation should be organised so that the structure is matched with the knowledge sharing strategy.  For example, creating teams that cut across organisational functions, in order to share, and perhaps create new knowledge.

3.2.3 Managerial Context

Establish Management Support

Management plays an especially critical role in leading knowledge‑sharing efforts (Smith, 2003).  Management needs to support knowledge‑sharing in the organisation and provide visible support (Geraint, 1998, Goman, 2002).  Management has to motivate the employees to share their knowledge, and can do so by ensuring staff:

Ø      are allocated sufficient time for knowledge sharing;

Ø      are recognised and rewarded for sharing;

Ø      are hired and promoted in part based on knowledge sharing;

Ø      are provided with sufficient time to train on how to use knowledge management systems and how to discern and exhibit knowledge sharing behaviours; and

Ø      understand the value of knowledge sharing not only to the organisation, but to them as well.

One of the most important conditions under which people are willing to share their knowledge is visible support of senior management (Goman, 2002). Senior managers should also be seen as committed to the knowledge sharing efforts and to role model this behaviour.

A lack of time to share knowledge, whether it is to enter knowledge into a repository, or for informal interactions, was previously identified as a knowledge sharing obstacle.  It is not a question of the employees’ lack of motivation per se, but rather that other matters have been identified as priorities.  Organisations need to make it quick and easy to share knowledge (Miller, 2002).  Management should identify knowledge sharing as a priority, and allow employees sufficient time to share knowledge. 

Another obstacle to knowledge sharing was a lack of open communication.  In addition, as some employees were not aware of the value of their knowledge, they did not share.  Management should create an environment where open communication is encouraged (Goman, 2002), and should take the time to explain to the employees the value of sharing knowledge.  Organisations with a more sophisticated view of knowledge management are making great efforts to persuade staff that effective knowledge sharing can make their jobs easier and more satisfying, and can enhance their reputations (Geraint, 1998).  It is useful to ensure that the purpose and reason of knowledge sharing is clarified and understood by everyone involved (Storey and Barnett, 2000).

3.2.4.   Technical Context

Use TechnologyAs A Knowledge Sharing Enabler

The technical context encompasses the technology tools supporting the knowledge sharing effort.  Smith (2003) draws a very clear relationship between technology and knowledge sharing. One must remember that information technology makes possible the connections that enable knowledge sharing, but it does not motivate employees to share their knowledge.  Technology should be viewed as an enabler of knowledge sharing.  While organisations can put the tools in place, there is no guarantee that employees are going to use them, or use them effectively, so there is still a human aspect to the knowledge sharing tools.

An organisation can develop knowledge maps, whereby fields for area of expertise and mode of communication are added to a Human Resource Management system.  This allows employees to find individuals that possess the expertise that they are seeking in trying to solve their problem (Desouza and Awazu, 2003).  In addition, this tool can overcome geographical boundaries enabling employees to benefit from the expertise of employees in other parts of the organisation anywhere in the world (Desouza and Awazu, 2003). 

Technology tools for knowledge sharing include electronic bulletin boards, discussion forums, knowledge directories, groupware, databases, intranets, intelligent search engines, personal web pages, electronic mail, virtual conference rooms, libraries, corporate yellow pages, among many others (Alavi and Leidner, 2001, Bender and Fish, 2000, Chase 1997, Geraint 1998).  E-learning is a training tool which can be used to train employees to use the knowledge sharing systems, and to recognize knowledge sharing behaviours (Wild et al., 2002). Recently a new technology, Blogs, has been discussed as a new medium for Social interaction and discourse and it has been argued that it has an emerging role in the sharing and building of knowledge (Vaast et al., 2006). In Blogging and Sharing we discuss more in detail this tool.

4.         Developing A Knowledge Sharing Culture

Culture is a term that encompasses the values, attitudes and behaviours of an organisation (Smith 2003), and is an overarching mechanism, constraining all other aspects of organisational life.  An organisation’s culture affects knowledge management initiatives, and guides employees regarding knowledge sharing behaviours.  Greengard (1998a) offers the solution of creating a culture change to once and for all eradicate the idea that knowledge is power, which was identified as one of the most important obstacles to knowledge sharing. 

A culture of knowledge sharing is one where teamwork and trust are valued (Arora, 2002, Bhatt, 2001, Geraint, 1998).  A knowledge sharing culture can also be described as one where people share openly, individuals are willing to teach and mentor others, where ideas are freely challenged, and where knowledge gained from various sources is utilised (Smith, 2003). 

In order to create a knowledge sharing culture, an organisation should first focus on motivating knowledge sharing behaviours in employees (Smith 2003).  The strategies identified in three of the sections above – social, organisational, and managerial – are all ways in which to motivate employees to exhibit knowledge sharing behaviours, and therefore influence a culture change to a one based on knowledge sharing.  Note that the technical aspect was not identified as a motivator, as technology is only an enabler, and probably the least important motivator of knowledge sharing behaviour (Smith 2003).

Vaast et al., (2006) argue that knowledge depends on the different communities we belong to, and that members of different communities do not interpret the same events or objects in the same way. Obviously this has consequences for communication at different levels as well as for knowledge sharing. So, we need to have a tool that adapts to these constraints and works effectively and efficiently depending upon the community in which it is used. In the next section we present and discuss a tool that seems to be well-suited to overcome these constraints, Blogs.

5.         Blogging And Sharing

According to Wikipedia a ‘Blog’ is a website where entries are made in journal style and displayed in a reverse chronological order. This term was derived from ‘Web log,’ a term that indicates an entry on a web site. As of November 2006, Technorati, a blog search engine, was tracking nearly 60 million blogs (http://technorati.com/about).

Blogging is a form of amateur journalism; therefore blogs often provide commentary or news on a particular subject; others function as personal diaries. Typically blogs combine text, images, and links to other blogs, web pages, and other media related to a topic. It allows readers to leave comments in an interactive format. These aspects make them well-suited to store knowledge from individuals that can be shared by a community. This alleviates the concern expressed by Alavi and Leidner (2001) regarding knowledge storage, i.e., obtaining the knowledge from organizational members and/or external sources, coding and indexing the knowledge for later retrieval, and capturing it. It also helps to overcome the barriers of a corporate culture that has historically not rewarded contributing and sharing of insights (Brown and Duguid, 1998) since these insights will be posted voluntarily but there will be a way to trace back the history and identify those individuals that are participating.

Blogs also alleviate the issue of how much context to include. When the context surrounding the knowledge creation is not shared, it is questionable whether storing the knowledge without sufficient contextual detail will result in effective uses (Alavi and Leidner, 2001). But since there is a way to communicate back and forth while blogging, the aspect of context will ‘emerge’ as part of the conversation. Once it is in a blog, it should be easy to retrieve the captured knowledge. Creation of easy to use and easy to remember retrieval mechanisms are important aspects for an organizational knowledge management strategy (Alavi and Leidner, 2001).

Since it is critical to regard technology as a potential enabler of human effort (Sage and Rouse, 1999), blogging blends itself as an almost transparent tool that supports the efforts of incipient knowledge sharing. Other tools seldom address the basic issue of what information users really need, how this information should be processed and presented, and how it should be subsumed into knowledge that reflects context and experiential awareness of related issues (Sage and Rouse, 1999). It has no high cognitive overload on the part of participants, since if you have the right tool you can start blogging in a mere 10 minutes. It requires no coding skills and it is as easy as writing on a word processor (Gardner, 2005).

Nardi et al., (2004) found out that people blog to document their lives, to comment on issues of their interest, as a way of catharsis, as a muse metaphor, and as a community forum. Cayzer (2004) explores the role of blogs to decentralise knowledge management. He and his colleagues at HP Laboratories at Bristol are exploring how to use blogs as a departmental portal and a community tool. We are at a point now in which organisations need to ponder whether they are ready to blog or not. 

6.         Conclusion

This paper looks at knowledge sharing from the sociotechnical perspective. It presents a synthesis of strategies that managers and organisations can and have developed and implemented to promote the creation, capture and sharing of knowledge, including creating opportunities for interaction, garnering top management support, creating a knowledge vision, fostering a knowledge culture, and aligning the knowledge strategy with the organisation structure.

This synthesis of strategies was developed with the purpose of creating a framework that organisations and managers can use to develop and implement knowledge management in their organisations.  Through a focus on people, and by using technology as an enabler of knowledge management, these strategies should assist organisations and managers in the promotion of the creation, capture and sharing of knowledge in the organisation.

We looked at blogs as an enabling tool for knowledge sharing. Organisations can evaluate this tool and see if it brings opportunities for them. We offer this tool as a way to help managers to make sense of knowledge sharing. As Sage and Rouse (1999, p. 209) reminded us “what matters is the ability to make sense of market and technology trends, quickly decide how to take advantage of these trends, and act faster than other players.”

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Dr. Alex Ramirez, Sprott School of Business - Carleton University, 1125 Colonel By Drive, Ottawa, Ontario, K1S 5B6, Canada; Email: Alex_Ramirez@Carleton.ca; Phone: (613) 520-2600 ext. 2397; Fax: (613) 520-2532