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Based on the results of a small‐scale pilot interview‐based survey of senior information professionals working in the academic community in the UK, this paper reviews some of the reasons why knowledge management is apparently so unpopular in universities. Those interviewed were a Pro‐Vice‐Chancellor and Librarian (Communications and Information Technology), a Director of Information Strategy and University Librarian, a Director of Information Services and University Librarian, two University Librarians, an Information Strategies Co‐ordinator at a major public funding body in higher education, and the Head of Information Services at a multinational law firm. Corporate culture and organisational structure are found to be major factors affecting perceptions of the relevance of knowledge management programmes and projects.

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