TY - GEN
T1 - Internal market orientation
T2 - Academy of Marketing Conference (2007)
AU - Carter, Leanne
AU - Gray, David
PY - 2007
Y1 - 2007
N2 - Market orientation has been validated as a way of improving business performance, however, the lack of internal focus limits the applicability of market orientation to business settings in the 21st century, where services and products co-exist as one offering. An internal focus requires consideration of internal market orientation. This allows for identification of intra-organisational exchanges in working relationships between employees as well as between the organisation's employees and its customers (Harrell and Fors, 1992). This may be enabled by an understanding of the interpersonal relationships between employees. Relational competence is introduced as a facilitator of relational behaviour, intra-firm performance, and firm performance. It is suggested that the interpersonal capability of individual employees and managers is an important antecedent influence on performance both within and beyond the firm. Thus, relational competence 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.
AB - Market orientation has been validated as a way of improving business performance, however, the lack of internal focus limits the applicability of market orientation to business settings in the 21st century, where services and products co-exist as one offering. An internal focus requires consideration of internal market orientation. This allows for identification of intra-organisational exchanges in working relationships between employees as well as between the organisation's employees and its customers (Harrell and Fors, 1992). This may be enabled by an understanding of the interpersonal relationships between employees. Relational competence is introduced as a facilitator of relational behaviour, intra-firm performance, and firm performance. It is suggested that the interpersonal capability of individual employees and managers is an important antecedent influence on performance both within and beyond the firm. Thus, relational competence 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.
KW - Market Orientation, Internal Marketing
KW - market orientation
KW - internal market orientation
KW - relational competence
M3 - Conference proceeding contribution
SN - 9781872058146
T3 - Research paper series
BT - Marketing theory into practice
PB - Kingston Business School
CY - Kingston, UK
Y2 - 3 July 2007 through 6 July 2007
ER -