Internal-market orientation and its measurement

Research output: Contribution to journalArticle

124 Citations (Scopus)

Abstract

The 1970s introduced internal marketing (IM) as a solution for the companies that sought to offer superior customer service. After 30 years though, IM practice remains limited, probably because their majority lack the proper underlying philosophy. An “internal-market orientation” (IMO), the equivalent to market orientation that is known to precede the effective implementation of marketing strategies. Such an internal-market orientation, if developed, may increase the effectiveness of market-oriented company's response to (external) market conditions because it allows the company's management to better align (external) market objectives with internal capabilities. However, before this symmetry is achievable, companies need to be able to assess their orientation towards their internal (employee) market and take, where necessary, corrective actions. This article, while discussing the notion and the importance of IMO, reports the results of a study aimed to develop and empirically validate an instrument for assessing the company's degree of IMO adoption.

LanguageEnglish
Pages432-448
Number of pages16
JournalJournal of Business Research
Volume59
Issue number4
DOIs
Publication statusPublished - Apr 2006

Fingerprint

Internal market orientation
Internal marketing
Symmetry
Marketing strategy
Market conditions
Customer service
Market orientation
Employees
Marketing practices

Keywords

  • internal marketing
  • internal-market orientation
  • empirical
  • services
  • scale development
  • measurement

Cite this

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Internal-market orientation and its measurement. / Gounaris, Spiros.

In: Journal of Business Research, Vol. 59, No. 4, 04.2006, p. 432-448.

Research output: Contribution to journalArticle

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