Internal market orientation: initiating and enhancing relationships within the firm

Leanne Carter, David Gray

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

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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.
Original languageEnglish
Title of host publicationMarketing theory into practice
Subtitle of host publicationproceedings of the Academy of Marketing Conference 2007
Place of PublicationKingston, UK
PublisherKingston Business School
Number of pages15
ISBN (Print)9781872058146
Publication statusPublished - 2007
EventAcademy of Marketing Conference (2007) - Egham, UK
Duration: 3 Jul 20076 Jul 2007

Publication series

NameResearch paper series
PublisherKingston Business School


ConferenceAcademy of Marketing Conference (2007)
CityEgham, UK


  • Market Orientation, Internal Marketing
  • market orientation
  • internal market orientation
  • relational competence


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