Abstract
PurposeThe purpose of this article is to measure knowledge management (KM) implementation and determine KM strategy by assigning KM instruments into KM orientations.Design/methodology/approachInformation is collected from ten SMEs in Spain and ten in Austria taking part in a KM audit project.FindingsResults show that instruments can be used to diagnose KM strategy. Besides, some firm's characteristics as industry, national culture, size and age act as contingent factors. Personalisation strategy is predominant probably due to be more feasible in first KM stages.Research limitations/implicationsBesides the increase of cases, business strategy could be introduced to explore relationships with KM instruments and strategy.Practical implicationsThis study helps management to auto‐diagnosis its KM implementation and strategyOriginality/valueInstead of sophisticated measures, KM strategy is revealed considering knowledge instruments use.
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