Knowledge management strategies are important for firms’ competitive positioning. This paper examines how knowledge management codification and personalisation strategies are developed in response to environmental and organisational dynamics in an international non-governmental organisation. A longitudinal case study of the organisation’s strategic reformulation of its KM strategy over a 2.5 period is drawn upon. The research examines how pressures in the firm’s operating environment led to the organisation identifying the need to leverage the value of local contextual knowledge. Subsequent reformulation required the organisation to change its strategic mix of codification and personalisation over time. Although efforts were focused on increasing personalisation, developments were supported through codification demonstrating a symbiotic, mutually supporting relationship between the strategies. The strategic reformulation involved processes of reflection, repackaging and support activities.

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