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Advisor(s)
Abstract(s)
O endomarketing, como o conjunto de técnicas do marketing orientadas para o interior da organização, complementa a integração dos trabalhadores com objetivos organizacionais.
Com o presente trabalho pretende-se estudar: (1) se existe endomarketing, (2) de que forma é percecionado para, (3) contribuir para o seu reforço no Exército.
A pesquisa foi desenvolvida segundo uma metodologia do tipo de raciocínio indutivo, de estratégia mista e desenho de pesquisa de estudo de caso.
Na Diretiva Estratégica do Exército verificam-se indicadores das dimensões de endomarketing, apesar de não estruturados no construto, nem vocacionados para o militar.
Da Análise Fatorial Exploratória efetuada às 511 respostas, aceitou-se o novo arranjo dos itens pelas dimensões, pela melhoria das consistências internas das dimensões Comunicação (α=.926) e Coordenação (α=.923).
Com as respostas ao questionário, pode inferir-se que as dimensões Companhia e Custo são percecionadas de forma negativa, promovidas por variáveis como “remuneração”, “recompensa” e “carreira”.
Para reforço do endomarketing no Exército, propõe-se: um modelo endomarketing, assente em mais “visões”, no empenhamento das lideranças intermédias e na inclusão de variáveis exógenas, como projeto base; a customização da informação a disponibilizar ao militar; e outras formas de comunicar, como através de uma estação-rádio (ou uma rádio online).
Internal marketing is a set of marketing techniques oriented toward the interior of the organization, and it complements the integration of workers with organizational objectives. The aim of the study is: (1) if there is Internal marketing, (2) how it is perceived, and (3) how it contributes to its reinforcement in the Army. The research was developed according to an inductive reasoning methodology, mixed strategy, and case study research design. In the Army's Strategic Directive there are indicators of the internal marketing dimensions, despite not being structured in the original construct, nor aimed at the military. From the Exploratory Factor Analysis carried out on the 511 responses, the new arrangement of the items by dimensions was accepted due to the improvement of the internal consistencies of the Communication (α=.926) and Coordination (α=.923) dimensions. With the answers to the questionnaire, it can be inferred that the Company and Cost dimensions are perceived negatively, promoted by variables such as “remuneration”, “reward” and “career”. To reinforce internal marketing in the Army is proposed: an internal marketing model, based on more “visions”, on the commitment of intermediate leadership and the inclusion of exogenous variables, as a base project; the customization of the information to be made available to the military; and other ways of communicating, such as through a radio station (or an online radio).
Internal marketing is a set of marketing techniques oriented toward the interior of the organization, and it complements the integration of workers with organizational objectives. The aim of the study is: (1) if there is Internal marketing, (2) how it is perceived, and (3) how it contributes to its reinforcement in the Army. The research was developed according to an inductive reasoning methodology, mixed strategy, and case study research design. In the Army's Strategic Directive there are indicators of the internal marketing dimensions, despite not being structured in the original construct, nor aimed at the military. From the Exploratory Factor Analysis carried out on the 511 responses, the new arrangement of the items by dimensions was accepted due to the improvement of the internal consistencies of the Communication (α=.926) and Coordination (α=.923) dimensions. With the answers to the questionnaire, it can be inferred that the Company and Cost dimensions are perceived negatively, promoted by variables such as “remuneration”, “reward” and “career”. To reinforce internal marketing in the Army is proposed: an internal marketing model, based on more “visions”, on the commitment of intermediate leadership and the inclusion of exogenous variables, as a base project; the customization of the information to be made available to the military; and other ways of communicating, such as through a radio station (or an online radio).
Description
Keywords
Endomarketing Diretiva Estratégica Perceção Exército Português Internal marketing Strategic Directive Perception Portuguese Army