Impacto do Marketing Interno sobre a Orientação para o Mercado em Empresas Brasileiras
The internal marketing concept refers to visualizing employees as internal consumers and emphasizes the need to listen to and satisfy employees as a requisite to satisfying company customers. This paper focuses, then, on the influence of internal marketing on the adoption of a corporate culture or...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2016-03-01
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| Series: | RAC: Revista de Administração Contemporânea |
| Subjects: | |
| Online Access: | http://www.anpad.org.br/periodicos/arq_pdf/a_1692.pdf |
| _version_ | 1827843856137191424 |
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| author | Iara Dantas Cordeiro de Morais Ana Maria Soares |
| author_facet | Iara Dantas Cordeiro de Morais Ana Maria Soares |
| author_sort | Iara Dantas Cordeiro de Morais |
| collection | DOAJ |
| description | The internal marketing concept refers to visualizing employees as internal consumers and emphasizes the need to
listen to and satisfy employees as a requisite to satisfying company customers. This paper focuses, then, on the
influence of internal marketing on the adoption of a corporate culture oriented to customers; i.e., a marketing
orientation. Based on operationalization of the internal marketing concept from Lings and Greenley (2005), we
propose a conceptual model for connections between the internal market orientation and market orientation
concepts. The results of an empirical study based on a questionnaire applied to 109 Brazilian firms from several
economic sectors corroborate the proposed model. The adoption of internal market oriented behavior, particularly
the dimensions relative to the dissemination of information and implementation of responses, influences external
market orientation and its dimensions (information production, information disclosure and response). |
| first_indexed | 2024-03-12T08:32:38Z |
| format | Article |
| id | doaj.art-3e1d998960c44d6b898d2f3de1db3997 |
| institution | Directory Open Access Journal |
| issn | 1415-6555 1982-7849 |
| language | English |
| last_indexed | 2024-03-12T08:32:38Z |
| publishDate | 2016-03-01 |
| publisher | Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
| record_format | Article |
| series | RAC: Revista de Administração Contemporânea |
| spelling | doaj.art-3e1d998960c44d6b898d2f3de1db39972023-09-02T17:29:03ZengAssociação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)RAC: Revista de Administração Contemporânea1415-65551982-78492016-03-0120219721510.1590/1982-7849rac2016140069Impacto do Marketing Interno sobre a Orientação para o Mercado em Empresas BrasileirasIara Dantas Cordeiro de Morais0Ana Maria Soares1Universidade do MinhoUniversidade do MinhoThe internal marketing concept refers to visualizing employees as internal consumers and emphasizes the need to listen to and satisfy employees as a requisite to satisfying company customers. This paper focuses, then, on the influence of internal marketing on the adoption of a corporate culture oriented to customers; i.e., a marketing orientation. Based on operationalization of the internal marketing concept from Lings and Greenley (2005), we propose a conceptual model for connections between the internal market orientation and market orientation concepts. The results of an empirical study based on a questionnaire applied to 109 Brazilian firms from several economic sectors corroborate the proposed model. The adoption of internal market oriented behavior, particularly the dimensions relative to the dissemination of information and implementation of responses, influences external market orientation and its dimensions (information production, information disclosure and response).http://www.anpad.org.br/periodicos/arq_pdf/a_1692.pdfinternal marketing; internal market orientation; market orientation; human resources management; Brazilian companies. |
| spellingShingle | Iara Dantas Cordeiro de Morais Ana Maria Soares Impacto do Marketing Interno sobre a Orientação para o Mercado em Empresas Brasileiras RAC: Revista de Administração Contemporânea internal marketing; internal market orientation; market orientation; human resources management; Brazilian companies. |
| title | Impacto do Marketing Interno sobre a Orientação para o Mercado em Empresas Brasileiras |
| title_full | Impacto do Marketing Interno sobre a Orientação para o Mercado em Empresas Brasileiras |
| title_fullStr | Impacto do Marketing Interno sobre a Orientação para o Mercado em Empresas Brasileiras |
| title_full_unstemmed | Impacto do Marketing Interno sobre a Orientação para o Mercado em Empresas Brasileiras |
| title_short | Impacto do Marketing Interno sobre a Orientação para o Mercado em Empresas Brasileiras |
| title_sort | impacto do marketing interno sobre a orientacao para o mercado em empresas brasileiras |
| topic | internal marketing; internal market orientation; market orientation; human resources management; Brazilian companies. |
| url | http://www.anpad.org.br/periodicos/arq_pdf/a_1692.pdf |
| work_keys_str_mv | AT iaradantascordeirodemorais impactodomarketinginternosobreaorientacaoparaomercadoemempresasbrasileiras AT anamariasoares impactodomarketinginternosobreaorientacaoparaomercadoemempresasbrasileiras |