Codification and creativity: knowledge management strategies in KIBS

Purpose – The paper aims at analysing the relationships between standardisation and creativity in the process of service innovation in knowledge-intensive business services, specifically in those specialised in highly creative outputs (KIBS in design and communication). Studies on knowledge management and on service management emphasise the opportunity to gain efficiency through a standardisation of services and organisational processes. However, creative activities are characterised by informality and difficulty to be standardised. Design/methodology/approach – We adopt a qualitative research approach. We developed two case studies of medium-size KIBS specialised in design and communication, localised in Bangalore (India) and in Treviso (Italy), 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 standardisation based on a working method. Standardisation can refer to the way the creative effort is organised and managed internally through appropriate organisational processes, approach confirmed empirically. Research limitations/implications – Main limitations related to the case study and the industry selected. We acknowledge the need to compare firms belonging to other industries to strengthen the results. Originality/value – From a theoretical point of view we enrich the research framework concerning knowledge management in services by exploring the relationship between standardisation and creativity. From an empirical point of view, our research is able to deepen our understanding on the KIBS knowledge management strategies and their impacts on processes of service provision and innovation.