Internal Marketing as an Agent of Change-Implementing a New Human Resource Information System for Malaysian Airlines

Vrontis, Demetris, Thrassou, Alkis and Razali, Mat Zin. (2010) Internal Marketing as an Agent of Change-Implementing a New Human Resource Information System for Malaysian Airlines. Journal of General Management, 36 (1). pp. 21-41.

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The first part of this research determines the relationship between ten selected variables andemployees’acceptanceofaplannedchangeinMalaysianAirlines.Thesecondpartdrawsontheoriginal findings to conceptually investigate the potential role, degree and nature of internalmarketing as a positive agent of change. The findings initially determine the causality of theprimary research results. Subsequently and prescriptively, they indicate that ‘perceptionmanagement’ through internal marketing may play a critical role in both the acceptance andthe implementation of change, especially regarding the more professional positions/processesof an organisation. The paper finally develops a provisional prescriptive model of internalmarketing towards organisational change and expands on the practical and managerial implica-tions of the findings. The value of the research lies primarily in its unorthodox introduction of internal marketing as a catalytic agent of organisational change, as well as in its prescriptivemanagerial implications and its innovative contemporary marketing context

Item Type: Article
Related URLs:
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Schools and Research Institutes > Gloucestershire Business School > Strategy, Enterprise Leadership and Management
Research Priority Areas: Applied Business & Technology
Depositing User: Ineke Tijsma
Date Deposited: 29 Apr 2015 10:28
Last Modified: 01 Aug 2021 21:30

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