Determining strategic shifts between codification and personalization in operational environments

Purpose – The purpose of this paper is to indicate that managers responsible for decision making often have a limited appreciation of strategic shifts between codification and personalization of knowledge in different operational environments. This study is motivated by a concern to illuminate the influence of diverse business environments in the shift between strategies of knowledge in organizations. Design/methodology/approach – A qualitative multiple case-study method was adopted to research four case organizations drawn from multiple industries – manufacturing, research, education and consulting – that are positioned within contrasting operating environments (i.e. local, national, international and multinational, respectively). Findings – Results from the case studies suggest that four factors condition shifts between codification and personalization strategies in different operational environments that are of critical significance for the effective use of knowledge in organizations. The authors have also found that strategic shifts between codification and personalization are continuous and emergent. Originality/value – The study suggests that the combination of multi-operational types and four elements (i.e. competition, organizational size, organizational structure and information technology) are highly relevant for determining the shifts between codification and personalization strategies in organizations.