MASTERCLASS From hidden expertise to breakthroughs: unlocking tacit knowledge for innovation with Dr. Zohor Kettani


Event time

09/04/2026 12:00PM - 01:00PM CEST

Event location

Available online

Event information


Innovation is often limited by an organization's ability to tap into the knowledge its people already possess. Much of this knowledge is tacit: the experience, intuition, and practical know-how that employees develop over time but rarely document or share.

In this masterclass, participants will discover why tacit knowledge is one of the most valuable yet underutilized assets for innovation. Through real-world examples and practical approaches, we will explore where tacit knowledge resides, why it is difficult to capture, and how leaders and teams can unlock it to improve collaboration, accelerate learning, and generate new ideas. Participants will leave with actionable strategies to identify hidden expertise, create the conditions for knowledge sharing, and turn everyday know-how into a driver of innovation.

What is tacit knowledge? 

Tacit knowledge is the experience, intuition, and practical know-how that employees develop over time but rarely document or share. It’s knowledge its people already possess.

Agenda:

  • What is tacit knowledge?
  • Why does it matter for innovation?
  • What does tacit knowledge look like? real-world examples
  • How to unlock tacit knowledge across teams

About the teacher:

Dr. Zohor Kettani is a Research Associate in Strategy at Africa Business School, Mohammed VI Polytechnic University (UM6P). Her scholarly work bridges academic and applied research, with interests spanning strategizing, knowledge dynamics, open strategy, and leadership. In addition to authoring a book on competitive intelligence in small and medium-sized enterprises, she has contributed to several peer-reviewed publications and international research collaborations. Her work has been presented at major international conferences, including EURAM, AIMS, AFAM, AIB MENA, and IEEE ICTMOD. In 2024, she received the Best Paper Award from the Africa Academy of Management in recognition of her contributions to the field. An active member of the European Academy of Management (EURAM), Dr. Kettani currently chairs the “Strategic Processes and Practices” track. Since 2019, she has also been a dedicated university lecturer. Her teaching philosophy centers on inclusivity and engagement, fostering active participation, critical thinking, and collaborative learning. She is deeply committed to nurturing intellectual curiosity and inspiring a lifelong passion for learning among her students.



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