Relational competence, learning, and management-employee reciprocity: improving internal market orientation

Leanne Carter, David Gray

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


A firm's market orientation and internal market orientation, depends upon the market-oriented behaviours shared by management and its employees. It is therefore important to understand the individual and interpersonal variables that might enhance these personal exchanges within the organization. Learning ability, relational competence, and unwritten role obligations and reciprocity are communicated through relationships between management and employees, and through exchanges within the employment contract. This paper reviews the literature on market orientation, and by implication, internal market orientation from the employee perspective. We present hypotheses relating employee perceptions of the relational competence, learning orientation, and mutual employer and employee obligations and reciprocity. We then consider how these effect internal market orientation, market orientation, employee performance and firm performance.
Original languageEnglish
Title of host publicationAM2008 conference proceedings
Subtitle of host publicationAcademy of Marketing Annual Conference : reflective marketing in a material world
Place of PublicationAberdeen, Scotland
PublisherAcademy of Marketing
Number of pages10
Publication statusPublished - 2008
EventAcademy of Marketing Conference (2008) - Aberdeen, Scotland
Duration: 7 Jul 200810 Jul 2008


ConferenceAcademy of Marketing Conference (2008)
CityAberdeen, Scotland


  • market rrientation
  • internal market rrientation
  • relational competence
  • learning orientation
  • employee performance


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