Codification and creativity: knowledge management strategies in KIBS

Purpose – The paper aims to analyze the relationships between standardization and creativity in the process of service innovation in knowledge‐intensive business services (KIBS), specifically in those specialized in highly creative outputs (KIBS in design and communication). Studies on knowledge management and on service management emphasize the opportunity to gain efficiency through a standardization of services and organizational processes. However, creative activities are characterized by informality and difficulty to be standardized.Design/methodology/approach – The study adopts a qualitative research approach. Two case studies of medium‐size KIBS specialized in design and communication, localized in Bangalore (India) and in Treviso (Italy) are developed to identify how KIBS approach knowledge management both internally and externally and how firms structure the innovation process.Findings – KIBS can use a suitable knowledge management strategy to balance creative outputs with standardization based on...

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