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    Internal marketing and the mediating role of organisational competencies

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    Authors
    Ahmed, Pervaiz K.
    Rafiq, Mohammed
    Saad, Norizan M.
    Issue Date
    2003
    
    Metadata
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    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): 1221-1241
    Publisher
    Emerald Group Publishing Limited
    URI
    http://hdl.handle.net/2436/15816
    DOI
    10.1108/03090560310486960
    Additional Links
    https://www.emeraldinsight.com/doi/full/10.1108/03090560310486960
    Type
    Journal article
    Language
    en
    Description
    Metadata only
    ISSN
    03090566
    ae974a485f413a2113503eed53cd6c53
    10.1108/03090560310486960
    Scopus Count
    Collections
    Faculty of Social Sciences

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