Multiple inputs to the process exist : Some of them would be competition, lifecycle stage of the market, brand image, budget, etc... ; Complex decisions are made : There are many possible ways to achieve the process objectives (reach planned sales, leverage brand image, etc...) ; Each decision implies different levels of risk and potential benefits : It is the responsibility of the worker to choose the best one (low price strategy, aggressive advertising campaign, etc...) ; There are three main characteristics that make knowledge processes different from highly structured processes: Focus is on communication instead of automation.
Knowledge workers carry out these processes by taking into account multiple inputs (generally a wide set of unstructured data and information) to perform difficult tasks and make complex decisions among multiple possible ways of doing the work, each one implying different levels of risk and possible benefits. They are dependent on individuals and it is not possible to automate them. One example of a knowledge process is "Marketing a new product". The same steps are followed each time a new product is launched (benchmarking competitors, deciding pricing strategy, planning promotion, etc...), but it is the experience, knowledge and intuition of the people that drive the process to success.