Working together within an extended enterprise is not as natural for people as working alone to pursue their own objectives. It has been observed that the specification and development of information systems often strengthens this preference for working alone: interoperability as much as interpretation variance restrain the ability of people and systems to interact and to work together within an extended enterprise. This paper introduces an approach in order to highlight how product lifecycle management (PLM) systems could be extended so that not only data and information are shared in design, but also knowledge, meaning and individual cognition. This approach will be practically studied through the use of the MEMORAe approach at the end of this paper.