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The problem of converting the implicit knowledge of employees into explicit knowledge of a business entity (a firm) is considered from the perspective of a combination of knowledge management theory in so far as it relate to storytelling and speech act theory. The purpose of the work is to determine the possibility and areas of application of the concept of performativity and speech act theory in knowledge management for its humanization and socialization. The object of the research is converting implicit non-formalized knowledge into explicit formalized one and explicit knowledge into implicit one as a sphere of application of speech act theory in knowledge management. The subject of the research is socio-economic and managerial relations in this area, transformed by performativity. The scientific novelty of the research lies in the identification and application of the relationship in the form of storytelling of knowledge management theory and speech act theory to develop measures for improving the efficiency of the knowledge-based firm's activities. The practical significance of the study lies in the fact that its results can be used by knowledge managers to improve the efficiency of the mechanism for converting implicit knowledge into explicit one and vice versa.