Knowledge has many different characteristics and scholars in epistemology, economics and management have dealt with them ever since knowledge has emerged as the leading source of firms’ competitive advantages. New product development requires new ideas and new ideas are stemming from knowledge. Knowledge originates from tacit knowledge (Polanyi, 1964). Therefore, firms need to enact tacit knowledge (Wieck, 1977). Enactment takes different forms depending on the context of knowledge and organizational characteristics. The paper is an attempt to integrate knowledge creation theory and practices. The paper conducts an in depth literature review on the nature of knowledge and knowledge creation structure and investigates how The Dow Chemical Company uses a knowledge creation structure to elicit tacit knowledge and exploit knowledge for new product development. The Dow Chemical Company is known as one of the leading innovative firms in the world. We believe that this case enriches research on knowledge creation and new product development although it has limitations in generalizing its findings and practices. In solidifying the knowledge-based theory of the firm we need a multi-dimensional approach such as a survey, case study and theory development as Nonaka (1994) advocated. Design/methodology/approach – We propose an approach to investigate a practice of leading knowledge creating in terms of knowledge creation theories. The Dow Chemical Company is known for its innovation in new products and we use the example of knowledge creation in the Dow Chemical Company in the U.S. Originality/value – This mythology provides evidence of effects of knowledge creation structure on the outcomes of knowledge creation and new product development. Practical implications – Variations in structure of knowledge creation offer opportunities in selection of the market process. Investigating links between theories and practices will provide improvements in theories and practices. Therefore, this paper can offer opportunities for practitioners and theoreticians to improve practices and theories.