“…Within this, attention has increasingly been drawn to the socially embedded nature of knowledge and the processes of decontextualisation and re-contextualisation involved as ideas travel across organizational contexts separated through 'time, space, culture and language' 2 (Ambos and Ambos, 2009: 3). In addition, the notion of 'translation' has come to be viewed as particularly useful to the understanding of these processes (Callon, 1986;Czarniawska and Sevon, 1996;Latour, 2005) These lines of enquiry have done much to enrich our understanding of knowledge transfer within MNEs. For example, they have highlighted the way in which ideas and practices can be subject to processes of both symbolic and technical amendment as they travel from one context to another (Lervik and Lunnman, 2004) and pointed to how the former can involve their being 'linguistically masked', in order to make them more palatable (Røvik, 2011: 642-643).…”