The research is about knowledge creation (knowing) for business strategies as a sense-making practice that is shaped situationally, and how the communication of knowledge can and should support such situational creative practice.

The research investigated how knowing work is accomplished as a situational meaning creation or sense-making practice, and how the situationality of this practice was brought to life.

The main results enclose the emergent, unplanned and synergic nature of knowing, the interpretation of tacit knowledge as the most frequent sense-making action, needs and uses of knowledge driven by meaning creation, five knowing situations that reveal patterns and differences in knowing, and how the situationality of knowing manifests itself.

The present study empirically evidenced the situationality of knowing. The findings were used to propose approaches for communication of knowledge that can be dynamically and flexibly attuned to the situational knowing practices for which knowledge is needed and used.