Add to Quick Collection
Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.14/1059350
500 Visitors
542 Hits
0 Downloads
- Title
- Where is the marketing in internal marketing? Revisiting the concept from the Service-Dominant Logic perspective
- Related
- Australian and New Zealand Marketing Academy Conference (30 November - 2 December 2015 : Sydney)
- Related
- Sinha, Ashish; Cadeaux, Jack; Bucic, Tania. ANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings
- Related
- http://www.anzmac.org/_downloads/14560996262015-ANZMAC-Conference-Proceedings.pdf
- Publisher
- Sydney : Anzmac
- Date
- 2015
- Author/Creator
- Sievers, Silvia
- Author/Creator
- Valor, Carmen
- Author/Creator
- Groeger, Lars
- Author/Creator
- Moroko, Lara
- Description
- For the past 25 years, scholars and practitioners have claimed that Internal Marketing (IM) is a key to business success. However, a review of the extant literature reveals that scholarship has focused on what is needed for IM to be beneficial, rather than the how IM contributes to a firm’s success or ongoing competitive advantage. To date, little is still known about the mechanisms through which IM works or could be leveraged to deliver value to the firm, leaving the research agenda described by Ahmed and Rafiq in 2003 unfulfilled more than a decade on. To address this, we propose that IM can be viewed through the lens of Service Dominant Logic to address and put forward a revised concept of IM, anchored in co-creation theory. Finally, we identify a future research agenda that examines the role of the employee as an operant resource in the co-creation of value.
- Description
- 8 page(s)
- Subject Keyword
- 150500 Marketing
- Subject Keyword
- internal marketing
- Subject Keyword
- service-dominant logic
- Subject Keyword
- internal customer orientation
- Subject Keyword
- internal market orientation
- Resource Type
- conference paper
- Organisation
- Macquarie University. Macquarie Graduate School of Management
- Identifier
- http://hdl.handle.net/1959.14/1059350
- Identifier
- mq:43236
- Identifier
- ISSN:1441-3582
- Identifier
- mq-rm-2014001711
- Identifier
- mq_res-se-548206
- Language
- eng
- Reviewed
Macquarie University ResearchOnline
