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Keys to Relational Competence in Internal Marketing
Conference paper   Open access   Peer reviewed

Keys to Relational Competence in Internal Marketing

L Carter, David Gray and Peter A Murray
Proceedings of the 2009 Australian and New Zealand Marketing Academy Conference, pp.1-10
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2009 (Melbourne, Australia, 30-Nov-2009–02-Dec-2009)
Australian and New Zealand Marketing Academy (ANZMAC)
2009
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Abstract

Marketing internal marketing internal market orientation relational competence not-for profit organisations qualitative research
The paper explores the concept of internal market orientation (IMO) which enables the identification of intra-organisational exchanges in working relationships between employees and the organisation's managers, and in particular, relationships between employees and demonstrated relational competence. The internal marketing of a not-for-profit organisation in Australia is examined through qualitative research and data is collected by a series of 28 in-depth interviews and observations. By analysing the interpersonal mechanics of an internal market orientation within the context of a not-for-profit organisation, it is suggested that organizations can build competitive advantage through their employees' interpersonal relational competencies. This may indeed increase the organisation's ability to practice internal marketing behaviours, with the view to increasing employee performance. Thus the dimensions, of interpersonal relational competence have demonstrated importance to the success of internal market orientation. This research begins to close the gap in the current market orientation literature by increasing our understanding of employee perspectives and behaviours.

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