Drawing on socialization, externalization, combination, and internalization model, an inquiry is affected to establish the association between family firms’ creation of knowledge and its effect on non-financial performance. Based on knowledge-based view, it is hypothesized that knowledge creation in firms has no significant effect on non-financial performance. A test of the hypotheses is executed with data collected from 75family firms based in Migori County, Kenya. Findings suggest that knowledge creation in firms contributes to superior levels of non-financial performance.
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