Table 4 The summary of the interviews... | Emerald Publishing

Table 4

The summary of the interviews elaborated according to the main characteristics of four KBs

Case KB	Purpose of knowledge creation/source of initiation (interviews’ citations)	Knowledge inputs	Client’ interactions	type of knowledge created
*Analytical*	*Need of objective analysis*	*Codified knowledge Scientific methods*	*Rarely involved*	*Documented reports*
Case 1, 2 Medical research centres	“Both from concrete needs of the patients resulting from pathological situations not enough studied in the past and from cases of difficulties in finding therapies”	Codified knowledge and process	Almost no interactions	Innovative medical approaches, publications in research journals
*Synthetic*	*Need of practical solution*	*Experience* *Learning by doing*	*Strong client interactions*	*Practical solutions*
Case 3 International MBA programme	“The service should be a response of a trend”, it is “introduced if both professors and managers realise the need on the market”. External sources of new ideas: the managers follow more companies of other KIS, e.g. LinkedIn, Lynda books, than their competitors. 70%–80% of new ideas for services appear inside the company	Codified knowledge and process in the phase of knowledge creation and tacit knowledge in the phase of its release “A more structured process of following competitors is necessary”, “we should follow the competitors but we do not”	“The goal of the online education is to satisfy the students’ needs in the flexibility of the learning process, time management and learning process accessibility” 20–30% ideas arrive from the University clients	The programme’s aim – to change the market, in a belief that the first-mover advantages are important, “being pioneers we can proceed as leaders”
Case 4 Multinational IT company	All employees are responsible for introduction of new ideas, “Analysis of information, feedback, ideas and needs from existing customers and competitive actions that require a response”	Mostly tacit knowledge and process. The crucial aspect is that new ideas are “always discussed and supported”	Constant interactions and support of clients after service release	IT programs facilitating companies’ organisation
Case 5 Multinational consulting company	The ideas come from internal knowledge of employees; the company also tends “to adhere to the approaches which their competitors use in their work”	Tacit and codified knowledge and process	“Personalisation or codification of services depends on every individual case and the client; every case is different and should be coordinated with the clients’ needs”	Standardised consulting services
Case 6 Multinational group in insurance	Takes examples for new services from the world leading companies, of different sectors: “the benchmarking companies where the team takes inspiration are Amazon and Fineco”	Mostly tacit knowledge and process	Highly personalised services coordinated with their clients	Services in insurance
Case 7 Online marketing and innovation developer	The use of brainstorming technics to develop new ideas is the responsibility of all the employees	Mostly tacit knowledge, but codified repetitive innovation process aimed at producing highly personalised services with the maximum speed	Fast market analysis, based on a limited number of people, “Large companies spend high budgets for marketing research, and when it is done, the situation on the market had already changed”	Services for online marketing and services promotion for big companies
*Symbolic*	*Need of distinctiveness*	*Inductive and divergent thinking* *Development of sociocultural meanings*	*Client approval*	*Creative symbols or forms*
Case 8 Online media for automotive	The creative responsible is constantly searching for ideas in all sources, companies of different sectors in different countries	Mostly tacit knowledge and process of developing new ideas, discussing them with other employees	Every service is initiated by the clients	Services in new methods of advertising
Case 9 Design and architecture agency	“Every new project is unique and ideas can arrive from different sources”. Internal sources: employees’ knowledge and previous experience, the company’s own collection of art materials, portfolios; external ones: clients, suppliers, competitors, exhibitions, companies of other KIBS sectors, e.g. fashion companies	Tacit knowledge and mostly codified process. Inspiration is extremely important, “an impulse that can push the designer to create a unique project”, “inspiration for different projects can arrive from unexpected sources, depending on the place, time and project”	Every service is initiated by the client “The extent of the creativity and originality of ideas in the projects and the influence of the client’s desire differ in every project”	Innovations depend mostly on the clients’ orders and changes in the market
Case 10 Graphic design studio	Ideas for new services are the ideas based “in the brief, particularly in the message that the company should deliver to the client’s potential audience”. “Experience, observation and education of people who are involved in the project”	Tacit knowledge and mostly codified process. “Everything can spark inspiration” when the designer works for the project. If “there is a clear idea and a message”, inspiration is found “around, in books, streets, exhibitions, other projects, and online sources like Pinterest that can be used to create boards and share ideas”	Every service is initiated by the client “Quality is the most important aspect of our company, spending more time with the clients and accomplishing their requests; and producing more volume of work for lower budget”	Services in graphic design
*Compliance*	*Need of compliance*	*Interpretation and compliance with laws, regulations*	*Client initiation and approval*	*Documented and/or verbal advice*
Case 11 Legal firm	Aim to expand the range of the provided services. Every lawyer is free to propose and introduce new services for the company	Tacit and codified knowledge, strictly codified process	Every service is performed in close and constant collaboration with the client	Legal services, that can change laws in a long term

Case KB	Purpose of knowledge creation/source of initiation (interviews’ citations)	Knowledge inputs	Client’ interactions	type of knowledge created
Analytical	Need of objective analysis	Codified knowledge Scientific methods	Rarely involved	Documented reports
Case 1, 2Medical research centres	“Both from concrete needs of the patients resulting from pathological situations not enough studied in the past and from cases of difficulties in finding therapies”	Codified knowledge and process	Almost no interactions	Innovative medical approaches, publications in research journals
Synthetic	Need of practical solution	ExperienceLearning by doing	Strong client interactions	Practical solutions
Case 3International MBA programme	“The service should be a response of a trend”, it is “introduced if both professors and managers realise the need on the market”. External sources of new ideas: the managers follow more companies of other KIS, e.g. LinkedIn, Lynda books, than their competitors. 70%–80% of new ideas for services appear inside the company	Codified knowledge and process in the phase of knowledge creation and tacit knowledge in the phase of its release“A more structured process of following competitors is necessary”, “we should follow the competitors but we do not”	“The goal of the online education is to satisfy the students’ needs in the flexibility of the learning process, time management and learning process accessibility”20–30% ideas arrive from the University clients	The programme’s aim – to change the market, in a belief that the first-mover advantages are important, “being pioneers we can proceed as leaders”
Case 4Multinational IT company	All employees are responsible for introduction of new ideas, “Analysis of information, feedback, ideas and needs from existing customers and competitive actions that require a response”	Mostly tacit knowledge and process. The crucial aspect is that new ideas are “always discussed and supported”	Constant interactions and support of clients after service release	IT programs facilitating companies’ organisation
Case 5Multinational consulting company	The ideas come from internal knowledge of employees; the company also tends “to adhere to the approaches which their competitors use in their work”	Tacit and codified knowledge and process	“Personalisation or codification of services depends on every individual case and the client; every case is different and should be coordinated with the clients’ needs”	Standardised consulting services
Case 6Multinational group in insurance	Takes examples for new services from the world leading companies, of different sectors: “the benchmarking companies where the team takes inspiration are Amazon and Fineco”	Mostly tacit knowledge and process	Highly personalised services coordinated with their clients	Services in insurance
Case 7Online marketing and innovation developer	The use of brainstorming technics to develop new ideas is the responsibility of all the employees	Mostly tacit knowledge, but codified repetitive innovation process aimed at producing highly personalised services with the maximum speed	Fast market analysis, based on a limited number of people, “Large companies spend high budgets for marketing research, and when it is done, the situation on the market had already changed”	Services for online marketing and services promotion for big companies
Symbolic	Need of distinctiveness	Inductive and divergent thinkingDevelopment of sociocultural meanings	Client approval	Creative symbols or forms
Case 8Online media for automotive	The creative responsible is constantly searching for ideas in all sources, companies of different sectors in different countries	Mostly tacit knowledge and process of developing new ideas, discussing them with other employees	Every service is initiated by the clients	Services in new methods of advertising
Case 9Design and architecture agency	“Every new project is unique and ideas can arrive from different sources”. Internal sources: employees’ knowledge and previous experience, the company’s own collection of art materials, portfolios; external ones: clients, suppliers, competitors, exhibitions, companies of other KIBS sectors, e.g. fashion companies	Tacit knowledge and mostly codified process.Inspiration is extremely important, “an impulse that can push the designer to create a unique project”, “inspiration for different projects can arrive from unexpected sources, depending on the place, time and project”	Every service is initiated by the client“The extent of the creativity and originality of ideas in the projects and the influence of the client’s desire differ in every project”	Innovations depend mostly on the clients’ orders and changes in the market
Case 10Graphic design studio	Ideas for new services are the ideas based “in the brief, particularly in the message that the company should deliver to the client’s potential audience”. “Experience, observation and education of people who are involved in the project”	Tacit knowledge and mostly codified process. “Everything can spark inspiration” when the designer works for the project. If “there is a clear idea and a message”, inspiration is found “around, in books, streets, exhibitions, other projects, and online sources like Pinterest that can be used to create boards and share ideas”	Every service is initiated by the client“Quality is the most important aspect of our company, spending more time with the clients and accomplishing their requests; and producing more volume of work for lower budget”	Services in graphic design
Compliance	Need of compliance	Interpretation and compliance with laws, regulations	Client initiation and approval	Documented and/or verbal advice
Case 11Legal firm	Aim to expand the range of the provided services. Every lawyer is free to propose and introduce new services for the company	Tacit and codified knowledge, strictly codified process	Every service is performed in close and constant collaboration with the client	Legal services, that can change laws in a long term

Source: Author’s own creation