Achieving best practices transfer across countries

Abstract

Purpose This paper seeks to take up the challenges of examining the issues of knowledge transfer in an organization operating across Europe, the Middle East, Africa and Latin America. The purpose is directed to understanding whether knowledge management efforts can lead to the improvement of knowledge transfer. Design/methodology/approach The paper adopts a qualitative analysis based on a case study whose aim is to evaluate the effectiveness of a global knowledge management programme in achieving best practices transfer in sales and marketing practices throughout business units of Europe, Middle East, Africa and Latin America. The principal data‐gathering method is a structured interview conducted with senior staff from within 28 markets. Findings The study's findings reveal that there is a level of complexity and non‐linear interconnectivity within and between business units, which confirms that knowledge transfer is a complex, multifactor process relying on a number of interacting variables. Research limitations/implications The results of a case study are somewhat limited in terms of their generalizability. Also, reflecting on the findings, it is useful to think of the challenge of achieving knowledge transfer across countries and cultures as a journey. Originality/value The value‐added of this paper is to give emphasis to the factors impacting knowledge transfer on a global scale.