DC FieldValueLanguage
dc.contributor.authorSamanta, Irene-
dc.contributor.authorArfara, Christina-
dc.date.accessioned2024-04-17T06:21:53Z-
dc.date.available2024-04-17T06:21:53Z-
dc.date.issued2022-10-01-
dc.identifierscopus-85145411672-
dc.identifier.issn18166326-
dc.identifier.issn18142427-
dc.identifier.other85145411672-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/2101-
dc.description.abstractThe study investigates the impact of internal marketing philosophy on implementing strategic goals to leverage an innovative internal marketing concept for business growth. In the context of firms’ strategic orientation, the organization’s development, market position, and practices used to promote the desired organizational behavior are being examined. The paper focuses on large companies in Greece, which belong to the retail, manufacturing, and healthcare sectors. Moreover, these companies have been certified by “Great place to work.” A qualitative method via Nvivo software was used. Data were collected from 10 semi-structured interviews. Participants are executives with significant working experience and different managerial positions. The findings document the impact of the internal marketing concept on company development through policies concerning strengthening the organization’s presence and recruiting qualified employees. Moreover, the influence of the internal marketing concept on an organization’s market position with regard to a positive working environment and management style is highlighted. Finally, team environment emerges as a dominant trait in the organizational context, while values such as honesty, integrity, and reliability appear as critical features of the desired behavior. The study provides an updated managerial perspective by establishing a link between the theory of internal marketing and business process mapping. The results enable executives to focus on elements that better serve the implementation of strategic goals.en_US
dc.language.isoenen_US
dc.relation.ispartofInnovative Marketingen_US
dc.subjectDevelopmenten_US
dc.subjectEntrepreneurshipen_US
dc.subjectIntangible assetsen_US
dc.subjectInternal marketingen_US
dc.subjectMarket positionen_US
dc.subjectOrganizational behavioren_US
dc.subjectStrategic orientationen_US
dc.titleThe impact of internal marketing philosophy on a firm’s strategic orientationen_US
dc.typeArticleen_US
dc.identifier.doi10.21511/im.18(4).2022.05en_US
dc.identifier.scopus2-s2.0-85145411672-
dcterms.accessRights1en_US
dc.relation.deptDepartment of Business Administrationen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.relation.volume18en_US
dc.relation.issue4en_US
dc.identifier.spage48en_US
dc.identifier.epage61en_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.subject.fieldSocial Sciencesen_US
dc.journalsOpen Accessen_US
dc.publicationPeer Revieweden_US
dc.countryGreeceen_US
local.metadatastatusverifieden_US
item.fulltextNo Fulltext-
item.grantfulltextnone-
item.openairetypeArticle-
item.languageiso639-1en-
item.cerifentitytypePublications-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
crisitem.author.deptDepartment of Business Administration-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.orcid0000-0002-9933-9092-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
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