Internal marketing and the mediating role of organisational competencies
Abstract
The paper proposes and empirically evaluates a new internal marketing (IM) implementation model as a framework for implementing marketing strategies. The paper proposes the concept of IM mix or a set of controllable instruments inside the organisation that can be used effectively to influence employees so that they are motivated and act in a customer-oriented fashion. In the model organisational competencies mediate the relationship between IM mix and business performance. Additionally, the model postulates that application of marketing-like philosophy and marketing-like tools internally moderates the relationship between IM mix and organisational competencies. All the major hypotheses were supported by the empirical research. In particular the IM mix was shown to be a reliable measure and strongly related to business performance. The research supports the view that organisational competencies mediate the relationship between the IM mix and business performance.Citation
European Journal of Marketing, 37(9): 1221-1241Publisher
Emerald Group Publishing LimitedAdditional Links
https://www.emeraldinsight.com/doi/full/10.1108/03090560310486960Type
Journal articleLanguage
enDescription
Metadata onlyISSN
03090566ae974a485f413a2113503eed53cd6c53
10.1108/03090560310486960