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THE END OF COOKIE-CUTTER ONLINE CONSULTING?

THE FOUNDERS OF INTERNET startup Digital Knowledge Assets LLC are aiming to blaze a trail in corporate training and education by providing customized online consulting advice.

Consulting on the Web isn't new, but Chicago-based DKA brings an unusual approach. Instead of providing standardized advice, DKA acts as a filter that matches the client's interests with specific books, articles, or case studies on such issues as supply-chain management or competitive analysis. And unlike many training or consulting offerings, DKA's program allows managers to navigate the information thicket at their own pace and on their own time.

Founded in November by a graduate of Northwestern's J.L. Kellogg Graduate School of Management, Tim McDonald, and later joined by fellow Kellogg grad Marc Landsberg, DKA has an impressive early-stage backer: Peter Kiewit Sons Inc. Kiewit, an Omaha-based conglomerate that funded telecom provider MFS Communications Co., has pumped several million dollars into DKA. The company has scored contracts with Texas Instruments, U.S. Robotics, Avnet, and Diamond Technology Partners.

DKA also is teaming up with business schools--so far, Kellogg and the John M. Olin School at Washington University in St. Louis have signed on--to provide interactive advice to customers from specialists on campus. The emphasis is on tailored advice, not cookie-cutter consulting. ''These are not traditional Web-based courses,'' insists Landsberg. ''It's on-the-job knowledge development.''

EDITED BY PETER ELSTROM
Richard A. Melcher


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Updated June 23, 1997 by bwwebmaster
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