Developing a conceptual framework for integrating internal market orientation and the Global Assessment of Relational Functioning (GARF)

This paper examines a conceptual model analysing the functional and business performance of customer/supplier relationships and business partnerships using an internal marketing orientation. Market orientation theory to date uses an external focus when, in fact, it may also need to consider the internal marketing process within the firm that is the catalyst for an external market orientation. In this context ‘internal market orientation’ is suggested as an enabler in the pursuit of business success, as it sets the landscape in which the firm’s employees and customers operate. Further, this paper suggests that the GARF (Global Assessment of Relational Functioning) Scale used in the field of Psychiatry can be adapted as a technique for assessing the relational functioning of a business customer/supplier relationship or partnership. We proposes that the adapted business-to-business GARF Scale can be used by the partners of a business partnership or customer/suppler relationship to assess the degree of functionality in that relationship.