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