Internal market orientation as a value creation mechanism

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

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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

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