The links between knowledge management structures and national culture: A comparative study of apple users in Italy and Brazil

Knowledge management structures (KMs) can be defined as whose purpose is to encourage people build relationships, networks and trust. Global companies like Apple, Inc. have promoted these transform its organisation into a knowledge-based organisation. This paper identifies the role of national culture on four KMs namely open-mindedness (OM), counter-knowledge (CK), environmental innovation (EF) customer capital (CC). In doing so, this study uses data collected from 354 end users Apple (161 Italy 193 Brazil). provides evidence that while Brazil are more positively associated with higher levels OM CC, CK EF. discusses six dimensions culture–power distance, individualism, masculinity, uncertainty avoidance, long-term orientation indulgence nation plays significant in how they impact KMs. Hence, serves an important contribution global trying develop their sustain competitive advantages.