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Updating The Internal Marketing Framework
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.99 MB | Adobe PDF |
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Abstract(s)
Internal Marketing was addressed intensively in the late 1980s and early 1990s with a focus on employee motivation, satisfaction, behavioural change and inter-functional integration, within an unsatisfying level of implementation mainly due to the inability of effective benchmarking and return on investment accountability. This study aims to recognise, summarise and develop the Internal Marketing concept by conducting an explanatory single-case study. The Hilti Corporation, a multinational company which specializes in providing construction and building maintenance industries solutions, was the case selected for this study because of its path of success regarding both management practices and self-transformation. Through a triangulation of different qualitative methods, including interviews, observation and documental analysis, the research process extended from the local business unit in Porto, Portugal, within several operational and management levels, to the headquarters in Schaan, Liechtenstein, focusing on corporate tissue and understanding of organizational layers. The main findings confirm that Internal Marketing should evolve from an operational management tool to a strategic principle, while expanding above and beyond, to provide a compelling evidence for two innovative contributions. The first concerns the process of synthesizing the holistic concept of Corporate/Organizational Lifeline, evolving from behaviour change and communication efforts to a broader spiritual dimension, which allows to overcome the internal stakeholder’s rational and emotional barriers. The second is a pragmatic and updated Internal Marketing (Scalable) Framework that incorporates contemporary constructs like Internal Market Orientation, Corporate Social Responsibility and Entrepreneurship into a Goal-Strategy-Tactics structure, adjustable not only to large multinationals but also to medium and small companies.