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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.
Full text not available from this repository.Abstract
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 |
|---|---|
| Article Type: | Article |
| Related URLs: | |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Schools and Research Institutes > School of Business, Computing and Social Sciences |
| Research Priority Areas: | Applied Business & Technology |
| Depositing User: | Ineke Tijsma |
| Date Deposited: | 29 Apr 2015 10:28 |
| Last Modified: | 07 Aug 2023 14:54 |
| URI: | https://eprints.glos.ac.uk/id/eprint/1822 |
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