Strategic orientation and strategies to manage organisational knowledge and creativity

Purpose The purpose of this paper is to analyse the direct effects of strategic orientation in innovation and competition on personalisation and codification type knowledge management (KM) strategies and their organisational creativity. Design/methodology/approach The authors counter-checked the hypothesis model with a sample of 169 companies in emerging markets that adopt technology: a country such as Colombia. To do so, the authors used structural equations with the least squares model. Findings The data indicate that both KM strategies positively influence creativity; however, personalisation has a greater effect. Additionally, SG for innovation has a positive effect on both KM strategies; however, for competition, KM only has an influence on codification. Originality/value The relation between KM strategies and creativity has been approached on a strictly theoretical level; therefore, this paper provides empirical evidence on the subject. It also establishes the direct effect that SG has on KM strategies, which have so far only been tangentially analysed. In so doing, it goes further than the limitations in the literature regarding analysis of the KM-creativity relationship, but it does not consider business strategy implications.