Abstract
The principal concern of this paper is the consideration of the analysis of individual employee performance of staff and management using an internal marketing framework. Market orientation theory to date uses an external focus when, in fact, it may be the internal marketing within the firm that is the catalyst for a market orientation. Further, this paper argues that the relational competencies of individual employees and managers important influences on performance both within and beyond the firm. Relational competence is offered as an enabling role in the pursuit of business success as it sets the culture and behaviours that are required for the firm’s employees, management and customers to interact.
Original language | English |
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Title of host publication | ANZMAC 2007 |
Subtitle of host publication | proceedings : 3Rs - reputation, responsibility and relevance |
Editors | Maree Thyne, Kenneth R. Deans, Juergen Gnoth |
Place of Publication | Dunedin, N.Z. |
Publisher | University of Otago |
Pages | 605-612 |
Number of pages | 8 |
ISBN (Print) | 9781877156299 |
Publication status | Published - 2007 |
Event | Australian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand Duration: 3 Dec 2007 → 5 Dec 2007 |
Conference
Conference | Australian and New Zealand Marketing Academy Conference (2007) |
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City | Dunedin, New Zealand |
Period | 3/12/07 → 5/12/07 |