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The increasing economic importance of knowledge is redefining firm‐market boundaries, work arrangements and the links between education work and learning. This article proposes a new framework: the knowledge supply model, which helps individuals, firms and learning institutions understand the dynamics of change and emerging patterns of knowledge demand and supply in different sectors of the economy. It also assists learning institutions to tailor their products and services to the needs of knowledge consumers. As working and learning become synonymous, firms, workers, educators and intermediaries will have to adopt new roles and develop new strategies. Understanding the dynamics of knowledge demand and supply should assist all actors in navigating knowledge markets of the new economy.

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