Boukis, Achilleas (2019) Internal market orientation as a value creation mechanism. Journal of Services Marketing. ISSN 0887-6045

PDF - Accepted Version Download (664kB)

Abstract

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.

Item Type:	Article
Keywords:	Internal Market Orientation, Service-dominant logic, Service value co-creation, Internal marketing, Employees
Schools and Departments:	University of Sussex Business School > Strategy and Marketing
Depositing User:	Achilleas Boukis
Date Deposited:	16 Jan 2019 12:23
Last Modified:	04 Nov 2019 15:04
URI:	http://sro.sussex.ac.uk/id/eprint/81308

View download statistics for this item

📧 Request an update