Can culture be changed? a study of internal marketing

Mihaela Kelemen and Ioanna Papasolomou-Doukakis

The Service Industries Journal, 2004, vol. 24, issue 5, 121-135

Abstract: The article explores the ways in which internal marketing initiatives work in a number of UK retail banks from the point of view of both managers and employees. It suggests that although internal marketing attempts to function as a culture change mechanism, the resulting organisational cultures rather than being homogenous and united around the imagery of the consumer and service quality are in fact fragmented, ambiguous and contested by a variety of organisational stakeholders.

Date: 2004
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Persistent link: https://EconPapers.repec.org/RePEc:taf:servic:v:24:y:2004:i:5:p:121-135

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DOI: 10.1080/0264206042000276874

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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