INTERNAL MARKETING: USING MARKETING-LIKE APPROACHES TO BUILD BUSINESS COMPETENCIES AND IMPROVE PERFORMANCE IN LARGE MALAYSIAN CORPORATIONS

Main Article Content

Norizan M. Saad
Pervaiz K. Ahmed
Mohammed Rafiq

Abstract


This study was conducted to make substantial progress in building theory about customer-focused organisations and its impact on business competencies and performance. To date, it is the first empirical attempt to gain knowledge on internal marketing (IM) implementation using a 'marketing-like' approach. The results of the study suggest that this approach is imperative to create organisational competencies and business performance. This study therefore serves to develop and test a conceptual model linking IM mix components, competencies and business performance that adds knowledge to the IM implementation framework in particular and other organisational development theories in general.


Article Details

How to Cite
Norizan M. Saad, Pervaiz K. Ahmed, & Mohammed Rafiq. (2002). INTERNAL MARKETING: USING MARKETING-LIKE APPROACHES TO BUILD BUSINESS COMPETENCIES AND IMPROVE PERFORMANCE IN LARGE MALAYSIAN CORPORATIONS. Asian Academy of Management Journal, 7(2), 27–53. https://ejournal.usm.my/aamj/article/view/aamj_vol7-no-2-2002_3
Section
Original Articles