Where is the marketing in internal marketing? Revisiting the concept from the Service-Dominant Logic perspective

Silvia Sievers, Carmen Valor, Lars Groeger, Lara Moroko

Research output: Contribution to journalConference paperResearchpeer-review

Abstract

For the past 25 years, scholars and practitioners have claimed that Internal Marketing (IM) is a key to business success. However, a review of the extant literature reveals that scholarship has focused on what is needed for IM to be beneficial, rather than the how IM contributes to a firm’s success or ongoing competitive advantage. To date, little is still known about the mechanisms through which IM works or could be leveraged to deliver value to the firm, leaving the research agenda described by Ahmed and Rafiq in 2003 unfulfilled more than a decade on. To address this, we propose that IM can be viewed through the lens of Service Dominant Logic to address and put forward a revised concept of IM, anchored in co-creation theory. Finally, we identify a future research agenda that examines the role of the employee as an operant resource in the co-creation of value.

Fingerprint

Marketing
Service-dominant logic
Internal marketing
Research agenda
Competitive advantage
Resources
Co-creation
Business success
Co-creation of value
Employees

Keywords

  • internal marketing
  • service-dominant logic
  • internal customer orientation
  • internal market orientation

Cite this

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title = "Where is the marketing in internal marketing? Revisiting the concept from the Service-Dominant Logic perspective",
abstract = "For the past 25 years, scholars and practitioners have claimed that Internal Marketing (IM) is a key to business success. However, a review of the extant literature reveals that scholarship has focused on what is needed for IM to be beneficial, rather than the how IM contributes to a firm’s success or ongoing competitive advantage. To date, little is still known about the mechanisms through which IM works or could be leveraged to deliver value to the firm, leaving the research agenda described by Ahmed and Rafiq in 2003 unfulfilled more than a decade on. To address this, we propose that IM can be viewed through the lens of Service Dominant Logic to address and put forward a revised concept of IM, anchored in co-creation theory. Finally, we identify a future research agenda that examines the role of the employee as an operant resource in the co-creation of value.",
keywords = "internal marketing, service-dominant logic, internal customer orientation, internal market orientation",
author = "Silvia Sievers and Carmen Valor and Lars Groeger and Lara Moroko",
year = "2015",
language = "English",
journal = "ANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings",
issn = "1441-3582",
publisher = "ANZMAC",

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TY - JOUR

T1 - Where is the marketing in internal marketing? Revisiting the concept from the Service-Dominant Logic perspective

AU - Sievers, Silvia

AU - Valor, Carmen

AU - Groeger, Lars

AU - Moroko, Lara

PY - 2015

Y1 - 2015

N2 - For the past 25 years, scholars and practitioners have claimed that Internal Marketing (IM) is a key to business success. However, a review of the extant literature reveals that scholarship has focused on what is needed for IM to be beneficial, rather than the how IM contributes to a firm’s success or ongoing competitive advantage. To date, little is still known about the mechanisms through which IM works or could be leveraged to deliver value to the firm, leaving the research agenda described by Ahmed and Rafiq in 2003 unfulfilled more than a decade on. To address this, we propose that IM can be viewed through the lens of Service Dominant Logic to address and put forward a revised concept of IM, anchored in co-creation theory. Finally, we identify a future research agenda that examines the role of the employee as an operant resource in the co-creation of value.

AB - For the past 25 years, scholars and practitioners have claimed that Internal Marketing (IM) is a key to business success. However, a review of the extant literature reveals that scholarship has focused on what is needed for IM to be beneficial, rather than the how IM contributes to a firm’s success or ongoing competitive advantage. To date, little is still known about the mechanisms through which IM works or could be leveraged to deliver value to the firm, leaving the research agenda described by Ahmed and Rafiq in 2003 unfulfilled more than a decade on. To address this, we propose that IM can be viewed through the lens of Service Dominant Logic to address and put forward a revised concept of IM, anchored in co-creation theory. Finally, we identify a future research agenda that examines the role of the employee as an operant resource in the co-creation of value.

KW - internal marketing

KW - service-dominant logic

KW - internal customer orientation

KW - internal market orientation

M3 - Conference paper

JO - ANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings

T2 - ANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings

JF - ANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings

SN - 1441-3582

ER -