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Investigating Internal Market Orientation: Is Context Relevant

Yu, Qionglei, Barnes, Bradley R., Ye, Yu (2020) Investigating Internal Market Orientation: Is Context Relevant. Qualitative Market Research, . ISSN 1352-2752. (doi:10.1108/QMR-12-2017-0159) (Access to this publication is currently restricted. You may be able to access a copy if URLs are provided) (KAR id:71689)

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Purpose: Through undertaking qualitative research within different industrial contexts, the study aims to address the following: a) how do practitioners in non-service organisations interpret internal market orientation (IMO); b) how is IMO practiced within an eastern cultural context; and c) what are the outcomes of its implementation?

Design/Methodology/Approach: The study examines three organisations from three different industries and draws on nine in-depth interviews with people across various levels within each organisation.

Findings: The study reveals that: a) senior management commitment should be included in the design of IMO at the strategic level; b) effective responsiveness to internal information collected is crucial to its success; c) creative ways to meet internal customers’ needs and expectations are contextualised; and d) cultural nuances need to be considered when applying IMO.

Research Limitations/Implications: Choosing a multiple-case study approach provides in-depth explanations, however such an approach may lead to less generalisability.

Practical Implications: The study advocates that a) some degree of resources are needed to ensure that IMO can be fully implemented and employee welfare enhanced; b) creativity is required for each organisational context responding to employees’ needs, expectations, complaints or ideas; and c) removing unnecessary barriers can help to foster better interdepartmental relationships, and thus improve work procedures and employee satisfaction.

Originality/Value: This article contributes to the literature by developing a framework to signal the importance of IMO as a facilitator for better firm communication and performance. Contextualised IMO practices from the cases may shed further light on specific best practice.

Item Type: Article
DOI/Identification number: 10.1108/QMR-12-2017-0159
Uncontrolled keywords: case studies; organisational performance; internal market orientation; firm communication
Subjects: H Social Sciences > HF Commerce
Divisions: Divisions > Kent Business School - Division > Kent Business School (do not use)
Depositing User: Qionglei Yu
Date Deposited: 18 Jan 2019 12:10 UTC
Last Modified: 04 Mar 2024 16:28 UTC
Resource URI: (The current URI for this page, for reference purposes)

University of Kent Author Information

Yu, Qionglei.

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Barnes, Bradley R..

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Ye, Yu.

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