To this end, research has been conducted to differentiate domains in which certain types of metaphors seem more appropriate and to identify action items stemming from those metaphors. Several companies were examined on a preliminary basis to see if the notion of semiotic analysis would be fruitful. Two of these, both in evolving high tech industries were examined in some depth. One is a division of a many thousand employee biotech company. Complexity metaphors, by contrast, are more ephemeral, descriptions of turbulent landscapes, of processes, of change itself.
Infrastructure represents the material reified world, the world of things.
Investments in knowledge are different. While the ability of an organization to effectively deal with new knowledge is limited by a variety of constraints, the leverage which can be obtained from such knowledge gives rise to the potential for increasing returns. Knowledge represents the ephemeral world, the world of ideas, of processes, and of change. Within the biotech and internet companies examined by the author, the divisions above seem clear to senior management. The words they use to frame decisions and the their views of the competitive environment are vastly different when discussing concerns such as manufacturing capabilities and physical plant than when discussing research or content development.