The impact of internal and external market orientations on firm performance.

Lings, Ian & Greenley, Gordon (2009) The impact of internal and external market orientations on firm performance. Journal of Strategic Marketing, 17(1), pp. 41-53.

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The role of internal marketing in developing organisational competencies is identified as a key area for continued research (Rafiq and Ahmed, 2003). One competence of particular interest to marketers is market orientation. This paper examines the impact of internal marketing, operationalised as a set of internal market orientated behaviours (IMO) on market orientation (MO), and consequently organisational performance, and provides the first quantitative evidence to support the long held assumption that internal marketing has an impact on marketing success. Data from UK retail managers were analysed using structural equations modelling employing LISREL software. These data indicate significant relationships between internal market orientation, employee motivation and external marketing success (market orientation, financial performance and customer satisfaction). Our results also support previous findings indicating a positive impact of external market orientation on customer satisfaction and financial performance. For marketing practitioners, the role of internal market orientation is developing marketing strategies is discussed.

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42 citations in Scopus
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ID Code: 28049
Item Type: Journal Article
Refereed: Yes
Keywords: Market Orientation, Internal Marketing, Internal Market Orientation, Performance, Measurement
DOI: 10.1080/09652540802619251
ISSN: 0965-254X
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 2009 Routledge (Taylor & Francis)
Deposited On: 16 Oct 2009 05:22
Last Modified: 12 Aug 2014 01:42

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