To find the answer to why someone bought an item is more than just understanding the information that is housed within the physical transaction. Input from the sales person, customer service representative and the service technician needs to be made available to those that seek the information. As the graphic below indicates, there are numerous pieces of the knowledge organization. The mission statement and strategic plan of the organization acts as the foundation that everything else is built upon. But information is only a subset of knowledge, just as data is a subset of information.
Information becomes knowledge when it is acted upon.
It is how the user reacts to a collection of information that matters. We have to remember what Churchman is saying when discussing knowledge management. Technology is only a piece of the puzzle. Knowledge is not something we can display as a tool or product. It is something we work towards, but will never reach a final destination since it is impossible for an individual organization to know everything about every possible topic and experience.