Abstract
This paper contrasts theory with practice through a case study of strategic processes of knowledge management (KM) at Nike Incorporated. From its origins as a small specialist enterprise in 1972 to a multi‐billion dollar global brand, the corporation has been continuously at the forefront of developments in management practice and business innovation. This case study has been compiled from interviews with senior managers and numerous secondary sources. The paper begins with a discussion of an insider perspective on the trajectory of the organization in terms of its strategic goals and decisions on markets, customers, products, services and business processes. It then goes on to explore and critique the dynamic interplay of the processes of strategizing, learning, creativity and innovation at Nike as the basis for its knowledge‐based competitive advantage (CA).
The case thus represents KM as a unique combination of processes in which learning; strategy and creativity are organized and strategically embedded within a large global organization. This has implications for future theorizing in KM, which, as we illustrate in this paper, demands a more integrative approach to research and practice. One of the key lessons for practice is that span of activity, as well as strategy, will influence the relationship between strategizing, organizing and learning and this interplay determines the success (or failure) of KM. Copyright © 2008 John Wiley & Sons, Ltd.