Abstract
Theoretical framework: The relevance of studying the growing role of knowledge management in the context of ensuring the innovative activity of enterprises is increasing. The results demonstrate a number of important conclusions that have made it possible to expand the existing theoretical and practical aspects of the knowledge management concept. Design/methodology/approach: The conducted study in service companies has revealed a low culture of using this concept in the Ukrainian context. In the course of the research, it has been established similar and different features of the influence of knowledge management on innovation of service companies, direct and indirect relationship between variables, complex structure and indirect impact of production, integration, application of information on the speed, quality and number of innovations in enterprises. Findings: The complex structure of the relationship between knowledge and innovative activity can be a consequence of insufficient level of personnel competencies, available information and data management technologies, methods and practices of production, integration and application. Therefore, the low innovativeness of the service companies under study in the context of system orientation and technological capabilities of the companies, in particular, in the practice of knowledge management, and the low impact of knowledge and information on the innovation of services and processes on the market of Ukraine have been revealed. Research, Practical & Social implications: This is precisely why the strategy of personalization significantly prevails in its use in knowledge management compared to the codification strategy, which is manifested in the limited practice of using systems and technologies for the generation, accumulation, storage, use, dissemination of knowledge. Originality/value: In addition, the use of the personalization strategy is explained by the fact that the service companies under consideration focus more on processes, the optimization of which significantly affects interaction with customers and the efficiency of operations.
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