Bridging Epistemologies

I am reading what is turning out to be a more interesting article than I thought from its somewhat misleading title:

Cook, S. D. N., & Brown, J. S. (1999). Bridging epistemologies: The generative dance between organizational knowledge and organizational knowing. Organization Science, 10(4), 381-400.

I am now struggling to understand their model of knowledge and knowing:

knowledge and knowing