Balancing internal and external market orientations

Lings, Ian (1999) Balancing internal and external market orientations. Journal of Marketing Management, 15( 4), pp. 239-263.


In his ‘Marketing Myopia’ Levitt (1960) argued against the product centred view of the firm and for the marketing view of the firm, suggesting that businesses must be viewed as customer satisfying processes. This view has endured for nearly forty years despite changes in the service requirements of today’s markets. In the current market environment such a narrow focus on customers satisfaction is increasingly being challenged. This article reviews the literature relating to services marketing, market orientation and internal marketing and develops the concept of an internal orientation suitable for today’s service markets where managers have to compete for scarce resources, both in the internal market and the external market. A conceptual model is presented which balances an internal market orientation and an external market orientation and directions for future research into this concept are discussed.

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ID Code: 20532
Item Type: Journal Article
Refereed: Yes
Additional URLs:
ISSN: 0267-257X
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 1999 Westburn Publishers Ltd.
Deposited On: 23 Jun 2009 23:29
Last Modified: 05 Jan 2011 13:42

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