Purpose – We explore how experts involved in virtually organized complex problem solving balance between sharing and protecting tacit knowledge. Complex problem solving requires that multiple experts with specialized knowledge share and combine their tacit knowledge for co-created solutions. However, the personal, complex, and hard to codify nature of tacit knowledge as well as the virtual interaction make tacit knowledge sharing difficult. Secondly, different professional cultures and the lack of face-to-face interaction complicate complex problem solving. Thirdly, the individual experts may be cautious of sharing their personal knowledge in the absence of face-to-face contact, because of insecurities related to accuracy and relevance of knowledge, and be afraid of losing their future value capturing potential. Research design and methodological approach – Our research question is stated as How do experts share and protect tacit knowledge on virtual problem solving platforms? We shortly review earlier research on tacit knowledge sharing and protection. Thereafter we study individual expert tacit knowledge sharing and protection in the Case Firm Alpha digital problem solving platform. We collect qualitative data by interviewing problem solving project team members and analyse the data inductively. Value/novelty – Research on tacit knowledge sharing on virtual platforms is still scarce and research on individual expert knowledge protection even more rare. Practical implications – The topic is highly relevant for knowledge-based network economy, and the various approaches in leveraging dispersed expert knowledge across organizational and professional borders. Also, the use of digital platforms, the development of collaborative tools and increasing “freelance economy” makes understanding how to manage individual level tacit knowledge sharing and protection critical.

Purpose – The strategic management literature emphasizes the importance of organizational knowledge, especially in terms of maintaining competitive advantage. To pay attention on organizational knowledge is over time a critical issue, especially in the phase of generational change, where the replacement of the entrepreneur can cause a leakage of knowledge that could invalidate the process of value creation. It’s necessary to avoid the leak of knowledge across the organization’s boundaries (Brown and Duguid, 2000, Coles et al., 2006). The paper aims to identify the ways used by some entrepreneurs to manage knowledge leakage in family businesses, during the process of generational change. Design/methodology/approach – Due to the explorative nature of this study, the paper follows a qualitative research design using different organization cases. Some local important firms involved in the generational change are interested. The purpose of each interview was to determine how each organization manages and controls knowledge leakage in the generational change. Originality/value – The paper contributes to improve understanding of the impact and ways in which entrepreneurs in family businesses manage knowledge leakage. We think also that this methodology could put in evidence some interesting elements that can contribute to reducing the leakage of knowledge in the complex process of generational succession in SMEs. Practical implications – The outcome of this study provide implications for future research on the role and the impact of knowledge leakage in the growth of family firms specifically linked to the stage of generational change; in addition, it’s possible to suggest and test the empirical tools that can be used in organizations, in order to avoid or manage knowledge leakage.

Purpose – Competences play a very important role in determining effectiveness and efficiency of work performance inside different organisations. If competences are used in combating money laundering and terrorism financing, question becomes even more complex and delicate. Bank operators are at forefront in combating financial crimes, so training activity to them addressed could be a strategic tool if designed – but especially evaluated – promoting knowledge retention and preventing or limiting knowledge leakage. This paper aims to review some training evaluation models to figure out which would be most effective, considering training programs on anti-money laundering and combating terrorism financing in banks. Design/methodology/approach – Reviewing training evaluation models will allow to making comments on their potentialities in promoting knowledge retention and limitation of knowledge leakage in bank operators. To achieve this goal, we will apply a deductive approach to obtaining information from extant literature over the years engaged in study and criticism of training evaluation models. These information will be organized in order to rank reviewed models according to criteria based on the features that should have an effective training evaluation model in theme of anti-money laundering and combating terrorism financing in banks. Originality/value – In this work, a different point of view on training evaluation is proposed, considering the field of anti-money laundering and combating terrorism financing in a particular type of organisation such as banks. Practical implications – This paper calls for an increased use of the evaluation of training programs in organizations, in the hope that it becomes an established practice, especially in banking sector and with reference to issues such as combating money laundering and terrorism financing, which go beyond mere business borders involving security and stability of entire economic system.

Purpose –The topic of knowledge retention represents an underresearched field of study (Hislop, 2013); a situation that refers to all organizations, regardless of size. If one addresses the study of knowledge retention in small and medium-sized enterprises (SMEs), however, there is a particular shortage of research. Against the prevalence of SMEs, this situation is unsatisfactory. Therefore a better understanding of knowledge retention is important both in practice and in theory. Accordingly, the purpose of our study is to increase our understanding of how SMEs retain critical knowledge. The paper deals with the following issues: How is knowledge treated in the company? How is critical knowledge retained? What methods are applied in order to retain relevant knowledge? How is knowledge shared in the company? Design/methodology/approach – Taking the purpose of our study, we selected an explorative (qualitative) research approach. As research technique, we chose qualitative interviews as this technique allows us to gather data about the participants’ point of view (Bryman, 2012). More precisely, we conducted semi-structured interviews with organization members (i.e. executive and regular staff) from five Austrian SMEs operating in the building and construction industry. Originality/value – This study provides fresh insights into knowledge retention in SMEs. The findings advance the limited body of knowledge regarding knowledge retention in SMEs and also contribute to the further development of the study of knowledge management in SMEs. Practical implications – Based on the study’s findings we derive suitable measures to better manage the process of knowledge retention in SMEs. These measures may be useful for SMEs operating in other industries as well.

Purpose – This paper aims to clarify processes and factors of knowledge marketing in multi-national enterprises, especially the role of knowledge transfers inside and outside the firm to disclose information about the firm and their products. For this purpose, processes and factors of knowledge utilisation in a multi-national enterprise (MNE) are analysed. Design/methodology/approach – An institutional setting in which such transfer, utilisation, and disclosure takes place is analysed in an extensive case study of a MNE. In this case study, the identification of knowledge assets, relationship building, and the knowledge presentation are crucial for an adequate utilization of knowledge. The authors conducted a best-practise case study for knowledge marketing in MNEs, which uncovers and integrates disclosure strategies of the firm. Therefore, this case study primarily focuses on the qualitative research method. The data collection is based on semi-structured interviews with different individuals inside and outside the firm and data of document analyses. Originality/value – The analysed case verifies a model for knowledge marketing characterized by different processes, success factors and disclosure strategies, especially knowledge disclosure, which provides MNEs in knowledge-intensive environments with the possibility of commercialising knowledge-intensive products and services. Main processes identified in the case study were the identification of knowledge assets, relationship building, and knowledge protection processes. Main factors described by MNEs for successful knowledge marketing are: solving customer problems, reputation, and trust. Theoretical implications – This research paper contributes to knowledge marketing as well as knowledge disclosure literature, since the data collected in the case reveal relevant empirical findings about these concepts. Hence, this contribution may support a holistic view on knowledge marketing and its relevance in MNEs. Empirically verified success factors of knowledge marketing in MNEs may also additionally contribute to the existing literature of knowledge utilisation. Practical implications – This best practise case study may improve or clarify firm’s understanding of knowledge marketing processes and success factors in order to enhance their outputs as qualitative services providers. Additionally, in the market for knowledge many uncertainties and risks may occur. Firms and clients in knowledge-intensive industries may enhance their benefits by implementing adequate procedures of knowledge marketing, so that relationships of trust may be developed between the participants. This paper describes the practical importance of knowledge disclosure – to enhance the firm’s knowledge capital – as well as the relevance of firm’s attributes like reputation and problem-solution capacity.

Purpose – Even though the sustainability reporting forms have been extensively studied, little is known about the diffusion of online technologies and the use of social media. Thus, the aim of this paper is to analyse the extent to which the Italian listed companies are using innovative disclosure forms, such as online technologies and social media initiatives, in comparison with social and environmental reports for disclosing corporate responsibility. Design/methodology/approach – This paper builds on an empirical analysis on the corporate responsibility disclosure forms used by the Italian listed companies. This is a pilot study that provides evidence on the use of innovative corporate disclosure forms to disseminate corporate responsibility. Originality/value – This study contributes to the corporate disclosure literature by examining the adoption of innovative forms for disclosing corporate responsibility in Italy. The analysis provides an overview on the diffusion of sustainability reporting and social media usage to foster corporate responsibility. Practical implications – The analysis shows that the social media usage to disclose corporate responsibility is in a very early stage. These results could be useful for both academics and practitioners that need some initial and reliable background data on this new situation.

Purpose – The financial information represented in the Annual Report using the accounting numbers is important, but not sufficient, to evaluate the ability of value creation as companies no longer required to generate only financial performance but disclosure is required also for non-financial information. The growing importance of non financial information is confirmed by the recent approval of European Directive 2014/95/UE and by the new model of business reporting: Integrated Reporting, (IIRC, 2013). The objectives of the paper are: OB1: analysis of the recent requirements/frameworks for disclosure of non-financial information; OB2: recognition of the previous studies on the Value Relevance of non-financial information; OB3: empirical analysis of a sample of European listed companies belonging to the beverage industry. Design/methodology/approach –.The methodological approach is based on two different fields: 1) the content analysis to evaluate the quantity and quality of NFI in companies’ reports and 2) established valuation models The 1995 Ohlson’s model and its subsequent refinements has been employed in order to investigate the relationship between equity market values and NFI disclosure. The research will carry out a VR analysis on a sample of the European listed companies belonging to the beverage industry. Originality/value – The expected findings may provide an interesting insight into the current state of reporting of NFI and about the value relevance of NFI in the beverage industry. This research may contribute to the existing literature in regard to two different fields: 1) the recent studies on the field of non-financial disclosure, recently on Integrated Reporting (IIRC, December 2013) or on issues related to sustainability reporting 2) the previous studies on VR and NFI information. It is important to highlight that there are few studies on a VR analysis of NFI on the food and beverage industry. Practical implications –. The research in the field of VR and NFI, in particular focused on the social and environmental information, can be useful in particular to the management and especially to Corporate Social Responsibility (CSR) practitioners as they offer a valuable tool to appreciate the usefulness and relevance of a transparent non-financial disclosures. Limitations of the research carried out: 1) the size of the sample analyzed; 2) the analysis can be extended to other countries outside the European Union.

Purpose – Professional associations, public institutions and groups of companies have developed standards for the diffusion of information that are different from the traditional forms of communication. Among the mentioned representation models a very important role is assumed by the Social-Balance-Sheet. Companies that draw up a SBS may use different international standards and guidelines, because there aren’t defined regulations. In this direction, the purpose of this paper is to define the role of social balance sheet for contemporary companies in the knowledge economy, by providing an updated conceptualization of international standards and guidelines used to apply the voluntary disclosure. Design/methodology/approach – The method used for the research is qualitative (Hair et al., 2003), with a view to proposing to the scientific community and also to operators of the field, an updated conceptualization of the social balance sheet models. By facing the characteristics of the existing sourcing methods of international standards and guidelines, another contribution of the research is in defining some proposal to modify social reporting. Data sourcing has been carried out through secondary sources originated from an analysis of documents, reports, news, journal articles in open sources, websites, databases and scientific documents. Originality/value – The paper defines the current framework of social reporting in the knowledge economy among which the Social Balance Sheet, drafted in accordance to self-financing model, has the assumption that the self-financing is a good indicator of the social potential of a company better than other indicators such as employment, taxes, etc. Practical implications – The outcomes of the research allow to stakeholders to have a qualitative and quantitative disclosures about company’s sociability. The companies that invest in social reporting could have major performance and can create value in the long period.

Purpose – In recent years, health care organizations have adopted multidimensional systems for evaluating the health services performance. Alongside the clinical and economic indicators are inserted customer satisfaction to provide a perspective of analysis to the stakeholders of the system. The health management is therefore, by having to draw new organizational strategies to overcome information asymmetry that hangs over these organizations. The purpose of this article is to provide an overview and assessment of the systems performance measurement and present a framework for the identification of a model of performance measurement for adequate health care processes. In healthcare, performance measurement methods emphasize on consideration of multiple factors. The diverse uses of health system performance measures necessitate a wide variety of measurement methods, indicators, analytical techniques and approaches to presentation. Design/methodology/approach – The starting point is represented by the analysis of the Spanish health system, which in this phase of general rationalization has maintained levels of efficiency and positive efficacy. This study uses case study method and develops a conceptual framework for performance measurement and implementing improvement projects. The proposed model has the following six steps: 1. Identify factors to measure performance. 2. Identify organizations system that can provide a comparative analysis. 3. Analyse service performance using Spanish National Health System 4. Plan, implement and evaluate improvement measures. Practical implications – The Spanish National Health System (SNS) is characterized to ensure universal coverage, to be financed through taxes and to have a decentralized health services management in all the Comunidades Autónomas (Autonomous Communities, ACs). The main goal of the SNS is to ensure equality in health care to its citizens independently of where they reside, as well as ensuring a high quality of services provided. Therefore, with the Key Performance Indicators for the Spanish National Health System (INCLA-SNS), we can analyse in which way the SNS achieves this purpose. So, 13 performance indicators were selected for this study from the 50 essential indicators. Originality/value – The framework presented provides a performance measurement system for healthcare processes that is sensitive to change in the external and internal environment of an organization. The identification of these indicators is finalized to implement future research that is to verify the possibility of achieving a model of performance indicators translatable to other health systems in the first place to Italian.

Purpose – This empirical paper explores how professional competences are defined and assessed by clients of professional service firms. Extant research has captured how the formal knowledge base of professionals establish and maintain the credibility and elite status of professionals. However, assessing professional competence is often difficult due to the knowledge asymmetry between clients and professionals and individual formal knowledge and firm reputation are commonly used as proxies. At the same time, there is surprisingly little empirical research that focuses directly on how knowledge resources are assessed from a client’s point of view. To address this disparity we ask: How is knowledge valuated and valued by clients of professional service firms? Design/methodology/approach – The study is based on an in depth qualitative research design suitable for inductive theory building. By building on observations from meetings in four in-depth case studies and interviews with 80 buyers and sellers of professional services, this paper describes how knowledge is assessed by clients. In particular, we compare and analyse this extensive qualitative data to single out important dimension of how clients assess professional competence. Originality/value –Value creation in PSFs has to an increasing degree been recognized as co-produced with clients and customized to their needs. Correspondingly, an interest in client-centric valuations have emerged. In spite of this, relatively limited research has been done to understand the client and competitive advantage from a client perspective in relation to professional competence. This paper offers such a client-centric perspective. By extending theory on professional service firms’ knowledge assets it provides a conceptual framework detailing important dimensions emphasised by clients when assessing professional knowledge. Practical implications – The paper offers a framework that details the interrelationships between knowledge, experience and references as assessed by the clients. This framework has implications for the practice of PSFs and buyers of professional services as it details the way in which clients evaluate and value knowledge. Contrary to extant research that emphasize organizational reputation and individual formal education as key indicators of professional knowledge, our study reveals that these are perceived as mere hygiene factors by clients. The study also shows how the clients assess knowledge assets based on multiple levels and factors.

Purpose –This paper argues that networked knowledge flows constitute the antecedences of knowledge-based value creation, and demonstrate that the knowledge flows themselves can be approximated by particular communication roles within the network. Our argument originates from intellectual capital and knowledge management concepts and infuses it with insights from the fields of management control systems and communication theory, emphasizing how specific communication roles are focal points in capturing knowledge value creation and its subsequent monetization. Building on the perspective of knowledge as a flow, and postulating that value is based on knowledge-in-use – rather than knowledge possession – this paper address the research question: How can we express knowledge in such a way that it can be monetized and opened up for specific managerial interventions? Design/methodology/approach – This is a conceptual paper where we selectively combine management control systems design with communication theory, and explain how the role of communication is the missing link between high-level knowledge resource management and instrumental approaches in capturing knowledge value and allowing for a connection with monetary value. Originality/value – The contribution of this paper consists of five propositions for future research on how management accounting and control systems can be brought to bear on knowledge management if the communication aspect is given primary attention. Practical implications – We identify two fundamental premises for the monetization of knowledge resources. First, in order to be valuable, knowledge resources need to be deployed and utilized rather then be merely possessed (owned). This resonates with intellectual capital research emphasizing the need to visualize and identify knowledge process rather than measuring and managing knowledge stocks and assets. Second, following a network argument, the communication of knowledge between network nodes, implies that monetization is based on designing, developing, maintaining, and growing boundary spanning individuals/teams in conjoint specific arenas that are tasked with knowledge value creation.

Purpose – Intangible resources are touted as powerful firm performance drivers. In order to compete successfully, a company must possess a rich knowledge-base and capabilities to use and develop it. Association between knowledge and firm performance has been a subject of active research, with the lion’s share of empirical evidence dealing with either intellectual capital or knowledge processes that exist even without managerial input. Literature on the relationship between deliberate and systematic managerial practices (KM practices) and firm performance is still quite novel. The purpose of this paper is to determine if there is a systematic association between KM practices and firm performance. Design/methodology/approach – This study recaps the research on KM practices and firm performance by systematically reviewing and analyzing the empirical KM literature. Originality/value – KM literature has been recapped numerous times before. However, this paper is the first effort to review and analyzes the literature in terms of KM practices and firm performance. The results will increase the understanding of potentially most effective KM practices which are associated with firm performance outcomes. Practical implications – The results of this study serve as a guideline for managers, who are dealing with the challenges related to resource optimization; it indicates the potentially most effective managerial practices that are associated with enhanced firm performance through improved management of knowledge resources.

Purpose – Knowledge and innovation have always played a crucial role in economic and social development (Kefala, 2010). As enterprises are facing constantly transforming framework conditions knowledge and innovation continue to gain importance in research and practice as means to realise sound economic, social and ecologic development. As mere product or incremental process innovations are neither a guarantee for success nor sufficient to cope with the emerging information, knowledge and time-competition (Stern and Jaberg, 2010) and as business model innovation has received increasing attention in times of change (Chesbrough, 2010; Amit and Zott, 2010) the latter shall be investigated complementarily. Design/methodology/approach – Building up on the results of previous research (Kohl et al., 2014) derived measures to improve the enterprises’ innovation capability are analysed on the basis of 38 Intellectual Capital Statements. Furthermore, the data gained from a large scale survey among more than 1000 enterprises is analysed with regard to product as well as process innovation and are matched with the results gained from the analysis of the 38 ICS. Originality/value – The significance of intangible resources with regard to business success in general has evidently increased and may in some cases already be assessed as higher than the impact of tangible resources (Mertins et al., 2011; Kohl et al., 2014). This paper aims to draw conclusions on a broad empirical basis with regard to internal drivers of innovation and related differences between manufacturing and service enterprises. Practical implications – The analysis of the direct and indirect correlations between intellectual capital and innovation capabilities and the empirical foundation of these correlations allows sound statements regarding those intellectual capital factors, that should be focused by service and manufacturing enterprises to foster innovation. The examination of literature on intellectual capital and business model innovation builds the theoretical basis for future research with regard to those aspects and may show possible avenues for integrating business model innovation and intellectual capital management.

Purpose – This paper addresses the question of how clustering effect firms’ capabilities to innovate. In economic geography the traditional view has been that physical proximity within city-regions and being part of an industrial cluster are keys for the innovative capacity of firms. This view is echoed in the management literature which holds a strong belief in the concept of regional clusters. Clusters have been defined as “geographical concentrations of interconnected companies and institutions in a particular field” (Porter 1998). According to Porter, being localized in a cluster improves competitiveness by allowing firms easier access to specialized suppliers and employees; and by increasing firms’ capacity for innovation and productivity growth. However, in a globalizing world the superiority of local clusters should be questioned. Firms that successfully develop global pipelines to knowledge sources in distant locations often sidestep the risk of lock-in, associated with relying solely on local sources of information (Malecki 2010; Fitjar and Rodríguez-Pose 2011). Design/methodology/approach – This paper uses a specifically tailored survey carried out in 2013 of the geographical distance and scope of collaboration for innovation of 2002 firms located in the four largest Norwegian city-regions with the rest of the country as a separate category. Originality/value – We find that a majority of firms are located in regional clusters. However, locating in regional clusters is not the optimal strategy for firms to innovate. Belonging to a national cluster enhances the capability to market new products, and being part of an international business environment improves the capacity to launch radical or substantially new products. The contribution is threefold: Firstly, the comparison of the innovation performance of firms located inside regionally concentrated clusters with those located outside. Secondly, most prior studies, often case studies, have been limited to certain sectors or spatial agglomerations. Using a survey yields greater opportunities than case studies to generalize the findings. And finally, other studies often use patents as a measure of innovation, whereas the present study captures a much broader array of innovations Practical implications – Cluster policies to advance the capabilities to innovate in firms and regions may need to be revised. The policy of initiating and supporting predominantly regional clusters should be substituted, or at least complemented, by a more open and broader spatial approach. Managers may rethink the way their innovation processes are organized, and broaden their search for ideas and knowledge beyond the region they are located.

Purpose – The goal of this paper is to provide a survey of the scientific works existing in literature about the role of Intangible Assets in Open Innovation (OI) processes. This study aims at identifying: 1) the most significant issues addressed by researchers in the field of OI, giving specific reference to Intangible Assets; 2) the main results obtained so far in the field; 3) development and future directions of the research in this area. Design/methodology/approach – We have adopted a methodology that can be split into three separate phases: first, we have retrieved a large set of relevant publications by means of a keyword-based search from a scholar database. Second, we have identified a number of topics dealt within the selected literature. Third, we have created a hierarchical structure by grouping related topics into macro themes using the Latent Dirichlet Allocation (LDA). Originality/value – OI has become one of the most well-known concepts in Innovation Management studies. As a consequence, a great number of papers have been published in the last few years and several literature reviews have arranged this growing body of literature systematically. Also, a number of authors have underlined the importance of Intangible Assets for the success of OI strategies and the effectiveness of OI processes. This paper represents a first attempt to systematize the existing research on Intangible Assets in OI processes. The paper provides a clearer view of these issues and represents the first step in filling the research gap highlighted above. Practical implications – This paper has a number of implications not only for researchers, but also for practitioners. By means of this systematic literature review, it is possible to understand how firms effectively and efficiently participate in OI processes and how they can leverage their intangible assets to innovate and generate value. This paper tries to provide a more deep insight into the topic of intangible assets in OI by supporting firm managers and researchers in innovation management.

Purpose – Considered that the boundaries between the firm and its surrounding environment are increasingly porous, allowing the use of both internal and external innovative ideas and commercial paths to create technological outcomes, this article aims to unveil both internal and external determinants of SME patenting. Design/methodology/approach – We propose an econometric approach based on a Hurdle Count Data Model which allowed us not only to overcome problems related to the count dependent variables often assuming zero values, but also to separate the willingness to patent from actual patenting. Originality/value – This methodology puts in evidence that an internal factor (i.e., human capital) significantly influences SMEs willingness to patent, while an external factor (i.e., collaboration with other firms) impacts on SME portfolio size. Differently from most studies in the area of IP management which adopt a macro level perspective and rely on secondary data (Candelin-Palmqvist et al., 2012), this paper assumes a firm-level approach and bases on primary data, which contributes to make it particularly distinctive. Practical implications – Results of our study highlight that SME innovativeness is positively influenced by human capital and external collaboration with other firms. Thus, human resource management could play an important role both in fostering employees’ awareness about IPR and their ability to exploit the knowledge they can acquire from external sources.

Purpose – This study aims to highlight the importance of relationship management especially in terms of knowledge management in SMEs. For this purpose, knowledge networks are highlighted, which are linkages between different knowledge sources in and outside the firm. They are essential to incorporate the knowledge of strategic customers and business partners into the knowledge base of SMEs and therefore contribute to the commercialization of knowledge-intensive products as well as services. Design/methodology/approach – In general, knowledge marketing supports the commercialization of firm’s knowledge. Several factors which are relevant for knowledge marketing have been analysed. Establishing relations and integrating knowledge of stakeholders are crucial for limited knowledge resources of SMEs. Since research and literature in the field of knowledge marketing (especially in SMEs) is still scarce, the authors regard a qualitative research approach as appropriate. The following multiple case study primarily based on semi-structured interviews and document analyses. Subsequently, all qualitative data were compared and interpreted. Originality/value – The knowledge base – internally or externally acquired – which constitutes the basis of a unique competitive advantage of firms in the software, in the numismatics or other knowledge-intensive industries can be expanded and utilized in a better way through knowledge networks. Particularly customers’ and business partners’ knowledge is relevant to knowledge-intensive firms, because these elements allow firms to acquire additional know-how, which can be utilized for product development, innovations, and other customers. Theoretical implications – This research paper contributes to knowledge marketing as well as SME literature since the empirical data collection was exclusively limited to SMEs. Hence, the necessity of relations to different stakeholders of SMEs in knowledge networks has been identified. These networks are one of the success factors for a holistic knowledge marketing approach of SMEs. The approach further implicates processes of knowledge utilisation and therefore supports to clarify ways of understanding the meaning of knowledge as sustainable, competitive advantage. Practical implications – The outcomes clarify the integration of strategic customer and business partner knowledge as well as the marketing of knowledge in knowledge-intensive industries. Here, establishing relations and utilizing knowledge networks are most encouraging success factors of knowledge marketing. When emphasizing on these particular factors of marketing activities, SMEs might positively influence the success of their own business in comparison to competitors. The consideration of these factors enables top level management to differentiate them by focusing on knowledge marketing.

Purpose – The paper roots in the largely accepted definition of culture as set of experiences or life practices, and values. After criticizing the “culture of the protocol”, the paper develops a concept antithetical to it: the culture of variety, seen as necessary richness of the values endowment of the organizations that want to innovate and survive in complex contexts. Design/methodology/approach – The paper is rooted in the Viable System Approach (VSA) that conceives complexity as a cognitive subjective phenomena. According to the recent VSA lines of research, complexity depends on the information variety to face complexity; information variety is articulated in three dimensions: informative units, interpretative schemes and values. The last one (values) is just the cultural dimension and its nature (rich or poor in variety) deeply influences the cognitive capability of a system (individual or organization) in promoting, accepting or refusing the change. Originality/value – The VSA proposal to link information variety to values is new and it could lead to original insight in understanding the role of cultural values in promoting (or impeding) innovation in complex environment. Practical implications – The principle of requisite variety is a very concrete managerial principle: if an organization is not capable to change by adapting itself in response to external changes, it will not be able to survive. Here is a call for manager and researchers: a shift to a more flexible, open and responsible view of organizations, less focused on the ‘certainty’ of the structure and technology, and open to the unpredictable outcomes of the human side of the system’s dynamics which is essentially emergent in nature.

Purpose – In hotels it is important to adopt both customer and service orientation. This implies not only responding to customer’s requests, but also striving to anticipate, recognize and meet customer needs and expectations. In order to obtain these objectives, structures, systems and people have to act simultaneously by creating a corporate culture focused on service orientation. This paper aims to explore the service orientation culture (SOC) construct and how managers develop it within their hotels by highlighting possible cultural differences. Design/methodology/approach – We propose a qualitative approach conducted by means of in-depth interviews to luxury hotels managers belonging to different countries. Originality/value – The findings emphasize the close relationship between customer and service orientation. In the luxury hotels considered in the study these concepts are inseparable because delivering successfully services to guests requires to meet, remember and anticipate their needs and expectations. This work also highlights the usefulness of videos and vignette to help hotel staff to remind how it needs to behave during some situations. Further, the propensity to SOC should vary according to the variety of target customers. Practical implications – The results suggest to hotel managers to develop SOC by investing in the creation of a service-oriented corporate culture (including corporate values, brand values, customer focus culture, traditions of national hospitality culture, golden rules), its communication within the hotel, as well as related employees’ training.

Purpose – Social Innovation has attracted the attention of both Scholars and Practitioners for the last years, but very little investigations are actually available about the drivers that lie upon the adoption of social innovative practices at “for-profit” firm’s level. This is particularly true with reference to culture and cultural diversities. According to the underlined gap, our paper aims to investigate the role of culture, and cultural diversities, in defining Corporate Social Innovation (CSI). Design/methodology/approach – The paper is theoretically grounded and based on an inductive approach. An extensive literary review about Innovation and Corporate Social Responsibility – as well as about their cultural drivers – has been carried to gain a wide understanding of CSI as a trade-off between firms’ innovative attitude and their propensity to reach social aims. Hofstede’s cultural model has been, finally, used to interpret the cultural insights of CSI in two different contexts, Italy and Iran. Empirical evidences have been collected thanks to the contribution of the University of Asham, Iran. They allow us to complete the theoretical considerations developed about Iranian firms’ social orientation. Originality/value – Our paper contribute to the literature improving about CSI by developing a more comprehensive knowledge and culturally-based understanding within a still unexplored field. Practical implications – Our paper will expand the ability of both Academics and Practitioners to recognize culture as key driver of CSI. In doing this, it opens up future exploitations about the way culture and cultural diversities may be managed in order to improve the effectiveness of firms’ innovative practices with reference to corporate and collective well-being.