A Relationship Mediated Theory of Internal Marketing (summary section only)
Contribuinte(s) |
Svenska handelshögskolan, institutionen för marknadsföring, logistik och företagsgeografi Hanken School of Economics, Department of Marketing, Supply Chain Management and Corporate Geography |
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Data(s) |
07/04/2004
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Resumo |
This report presents a new theory of internal marketing. The thesis has developed as a case study in retrospective action research. This began with the personal involvement of the author in an action research project for customer service improvement at a large Australian retail bank. In other words, much of the theory generating ‘research’ took place after the original project ‘action’ had wound down. The key theoretical proposition is that internal marketing is a relationship development strategy for the purpose of knowledge renewal. In the banking case, exchanges of value between employee participants emerged as the basis for relationship development, with synergistic benefits for customers, employees and the bank. Relationship development turned out to be the mediating variable between the learning activity of employee participants at the project level and success in knowledge renewal at the organisational level. Relationship development was also a pivotal factor in the motivation and customer consciousness of employees. The conclusion reached is that the strength of relationship-mediated internal marketing is in combining a market focused commitment and employee freedom in project work to achieve knowledge renewal. The forgotten truth is that organisational knowledge can be renewed through dialogue and learning, through being trustworthy, and by gaining the trust of employees in return. |
Formato |
1837 bytes 495442 bytes text/plain application/pdf |
Identificador |
http://hdl.handle.net/10227/95 URN:ISBN:951-555-815-8 951-555-815-8 |
Idioma(s) |
en |
Publicador |
Svenska handelshögskolan Hanken School of Economics |
Relação |
Economics and Society 123 |
Direitos |
Publikationen är skyddad av upphovsrätten. Den får läsas och skrivas ut för personligt bruk. Användning i kommersiellt syfte är förbjuden. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited. Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty. |
Palavras-Chave | #action research #internal marketing #knowledge management #market orientation #organisational development #organisational learning #relationship marketing #total quality management #Marketing |
Tipo |
Doctoral thesis Väitöskirja Doktorsavhandling Text |