Exploring the locus of internal marketing

Ozuem, Wilson ORCID: 0000-0002-0337-1419, Limb, Natalie and Lancaster, Geoff (2018) Exploring the locus of internal marketing. Journal of Strategic Marketing, 26 (4). pp. 356-372. doi:10.1080/0965254X.2016.1211729

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Service and business-to-business companies have remained at the forefront of studies into internal marketing due to close contact between employees and customers. Marketing academics and practitioners have shown particular interest in the supermarket sector over recent years due to fluctuations in performance that have been reported. Consumers have negligible switching costs, so the risk of them purchasing substitute products is a problem to marketers where there is insignificant product differentiation. There is little evidence to support the benefits of internal market orientation in the food retail industry, and the main reason is difficulty of measuring its value. Although the UK food retail industry has been extensively researched, researchers have yet to address it properly in regard to internal market orientation. There is now an opportunity to create sustainable competitive advantage by providing a variety of offerings.

Item Type: Article
Article Type: Article
Additional Information: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Strategic Marketing on 27 July 2016, available online: http://dx.doi.org/10.1080/0965254X.2016.1211729
Uncontrolled Keywords: Internal marketing, sustainable competitive advantage, supermarket sector, business to business, stakeholder perspective, staff motivation
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Susan Turner
Date Deposited: 04 Aug 2016 09:08
Last Modified: 04 Aug 2023 20:11
URI: https://eprints.glos.ac.uk/id/eprint/3810

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