Every day, businesses grapple with a multitude of challenges to meet their goals and retain their edge in an increasingly competitive landscape. One effective way to tackle these challenges is through innovation, with tacit knowledge playing a pivotal role in the process of innovation (López-Nicolás & Mero˜no-Cerdán, 2011). However, innovation necessitates a keen awareness and focus of individuals concerning alterations in their surrounding business environment (Yadav et al., 2007). They cannot address every issue they come across and must, therefore, judiciously choose specific matters that warrant their attention (Ocasio, 1997). This research aims to intertwine Nonaka's (1994) knowledge creation theory with Ocasio's (1997) attention-based theory to delve deeper into the connection between tacit knowledge and selective attention, and the impact of this relationship on knowledge creation during the innovation process. A comprehensive understanding of the nexus between tacit knowledge and attention can equip managers with insights into how the personal backgrounds of their team members may influence the organization's focus and its innovation endeavors, which ought to respond adeptly to market shifts.

innovation, knowledge management, tacit knowledge, attention-based theory, knowledge creation theory.