“…Such knowledge is intangible, abstract (Dhanaraj, Lyles, Steensma, & Tihanyi, ), embedded in the cognitive minds of people (Singh Sandhu et al, ), and is difficult to codify (Haldin‐Herrgard, ; Légaré, ), to document or even articulate (Leonard & Swap, ; Rinfret et al, ; Tsoukas, ). It also touches on behaviors and perceptions that are personal, cognitive, and contextual in nature (Duffy, ); that are rooted in intuitions, deals, beliefs, values, and emotions (Elston, ; Girard, ; Gore & Gore, ; Monavvarian & Kasaei, ; Nonaka & Takeuchi, ; Wittorski, ); and that often guide managers' decision making or actions (Lejeune, ).…”