Abstract
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 language | English |
|---|---|
| Title of host publication | AM2008 conference proceedings |
| Subtitle of host publication | Academy of Marketing Annual Conference : reflective marketing in a material world |
| Place of Publication | Aberdeen, Scotland |
| Publisher | Academy of Marketing |
| Pages | 1-10 |
| Number of pages | 10 |
| Publication status | Published - 2008 |
| Event | Academy of Marketing Conference (2008) - Aberdeen, Scotland Duration: 7 Jul 2008 → 10 Jul 2008 |
Conference
| Conference | Academy of Marketing Conference (2008) |
|---|---|
| City | Aberdeen, Scotland |
| Period | 7/07/08 → 10/07/08 |
Keywords
- market rrientation
- internal market rrientation
- relational competence
- learning orientation
- employee performance