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Internal market orientation as a value creation mechanism

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journal contribution
posted on 2023-06-09, 16:32 authored by Achilleas Boukis
Purpose This conceptual paper aspires to re-examine the nature, aim and scope of Internal Market Orientation (IMO) and introduce it as a value creation mechanism for the firm’s internal market. A service-dominant logic (SDL)-based perspective of the IMO notion is advanced and the key steps and phases for value creation in the internal market are outlined. Design/methodology/approach This conceptual paper bridges the IM discourse with the service-dominant logic literature and the latter’s implications for internal marketing theory and practice are discussed. Findings Drawing on the premises of the service-dominant logic, IMO re-surfaces as an interconnected operant resource that can be enacted through performing three sets of activities central in the value creation process for internal stakeholders (i.e. value-identifying, value-generating and value-enhancing activities). These groups of relevant value-enabling activities required for IMO enactment are extensively discussed and their role in the value creation process is scrutinized. Originality/value This conceptual paper aspires to provide a managerially relevant understanding of value creation in the firm’s internal market. A SDL-driven understanding of IMO is advanced setting it as a value creation mechanism appealing to a wider range of organizations.

History

Publication status

  • Published

File Version

  • Accepted version

Journal

Journal of Services Marketing

ISSN

0887-6045

Publisher

Emerald

Department affiliated with

  • Strategy and Marketing Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Legacy Posted Date

2019-01-16

First Open Access (FOA) Date

2019-04-08

First Compliant Deposit (FCD) Date

2019-01-15

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