“…A strategic attitude is necessary to achieve those competitive advantages and to improve performance (Bierly & Chakrabarti, 1996;Braganza, Edwards, & Lambe, 1999;DeTienne & Jackson, 2001;Jennex, Olfman, & Addo, 2003;Salojärvi et al, 2005). Nonetheless, the effect of each KM strategy (codification and personalisation) on performance may be different.…”