 Toward the use of internal marketing in networksChristian Bach, Joseph Sarkis and Jing Zhang International Journal of Business Excellence, 2009, vol. 2, issue 1, 30-49 Abstract: Internal Marketing (IM) by definition distinguishes between an organisation and its external environment and focuses only on intraorganisational affairs. However, globalisation and a knowledge-driven environment have produced a global networked economy with blurred boundaries between global companies and local market requirements. Organisational boundaries have become obstacles to business success and companies have responded by establishing networks with permeable and flexible boundaries regarding their local customers, suppliers and other stakeholders. As a result, the concept of internal marketing must be redefined and re-evaluated based on the requirements of the global economy. This paper provides an introductory overview of the use of internal marketing in network environments. It presents an integrative perspective to emphasise the need for the integration of academic knowledge and business practice to the benefit of both. Keywords: internal marketing; networks; extrapolative research; information society; organisational boundaries; global economy; globalisation; network marketing; network management; social embeddedness; connectivity management; human factors; social integration. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbexc:v:2:y:2009:i:1:p:30-49 Access Statistics for this article More articles in International Journal of Business Excellence from Inderscience Enterprises Ltd |
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