Knowledge Management Strategies and KIBS models: codification and relational opportunities

Purpose – The paper aims at analyzing the relationships between standardization and creativity in the process of service innovation and delivery in KIBS, specifically in those specialized in highly creative outputs such as KIBS in design and communication. On the one hand, studies on service management and on modularity emphasize the opportunity to gain in terms of efficiency through a standardization of services and related organizational processes. On the other hand, in creative industries such as those related to design and communication the creativity process is characterized by being often informal and characterized by serendipity, with potential negative impacts on KIBS productivity. Design/methodology/approach – We adopt a qualitative research approach to answer to our research question. We developed one case study of medium-sized national KIBS specializing in design and communication localized Bangalore (India) focused on identifying how KIBS approach knowledge management both internally and externally - with customers and other players and specifically the structure and organization of the process of service innovation and management. Interviewed involved senior designers and entrepreneurs of KIBS. Originality/value – The originality of our work is both related to the theoretical perspective and to the empirical analysis. From a theoretical point of view we enrich the research framework concerning KIBS by exploring the relationship between standardization and creativity in services, with specific emphasis on creative industries. 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. Practical implications – The paper will offer a guide to explore and map the process of value creation of KIBS in design and communication. Moreover, from a managerial point of view, according to the outcomes of the analysis, KIBS firms can set up appropriate strategies to couple creativity and standardization effectively.