Internal Marketing: Using Marketing-Like Approaches To Build Business Competencies And Improve Performance In Large Malaysian Corporations

• Main Authors: M. Saad, Norizan, K. Ahmed, Pervaiz, Mohammed Rafiq, Mohammed Rafiq
• Format: Article
• Language: English
• Published: Asian Academy of Management (AAM) 2002
• Subjects: HD28-70 Management. Industrial Management
• Online Access: http://eprints.usm.my/35604/1/AAMJ_7-2-3.pdf; http://eprints.usm.my/35604/; http://web.usm.my/aamj/7.2.2002/AAMJ%207-2-3.pdf

This study was conducted to make substantial progress in building theory about customer-focused organisations and its impact on business competencies and performance. To date, it is the first empirical attempt to gain knowledge on internal marketing (IM) implementation using a 'marketing-like' approach. The results of the study suggest that this approach is imperative to create organisational competencies and business performance. This study therefore serves to develop and test a conceptual model linking IM mix components, competencies and business performance that adds knowledge to the IM implementation framework in particular and other organisational development theories in general.