Knowledge management strategy diagnosis from KM instruments use

Purpose – The purpose of this article is to measure knowledge management (KM) implementation and determine KM strategy by assigning KM instruments into KM orientations. Design/methodology/approach – Information is collected from ten SMEs in Spain and ten in Austria taking part in a KM audit project. Findings – Results show that instruments can be used to diagnose KM strategy. Besides, some firm's characteristics as industry, national culture, size and age act as contingent factors. Personalisation strategy is predominant probably due to be more feasible in first KM stages. Research limitations/implications – Besides the increase of cases, business strategy could be introduced to explore relationships with KM instruments and strategy. Practical implications – This study helps management to auto‐diagnosis its KM implementation and strategy Originality/value – Instead of sophisticated measures, KM strategy is revealed considering knowledge instruments use.