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

M. Saad, Norizan and K. Ahmed, Pervaiz and Mohammed Rafiq, Mohammed Rafiq (2002) Internal Marketing: Using Marketing-Like Approaches To Build Business Competencies And Improve Performance In Large Malaysian Corporations. Asian Academy of Management Journal (AAMJ), 7 (2). pp. 1-27. ISSN 1394-2603

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    Abstract

    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.

    Item Type: Article
    Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management
    Divisions: Penerbit Universiti Sains Malaysia (USM Press) > Asian Academy of Management Journal (AAM)
    Depositing User: Mr Firdaus Mohamad
    Date Deposited: 13 Jul 2017 16:06
    Last Modified: 13 Jul 2017 16:06
    URI: http://eprints.usm.my/id/eprint/35604

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