The Impact of Internal Marketing on Achieving Organizational Innovation: A Field Study in the Departments of the Ministry of Culture, Tourism, and Antiquities in Iraq

Abstract

Purpose: The study aimed to investigate the impact of internal marketing on achieving organizational innovation through a field study conducted in the departments under the Ministry of Culture, Tourism, and Antiquities in Iraq, numbering twelve. The researchers employed a purposive sampling method to study the population, with a study sample consisting of 387 employees holding positions such as Assistant Director-General, Department Head, Assistant Department Head, and Section Head in the departments of the Iraqi Ministry of Culture.
 
 Theoretical Framework: The underlying concept of this study revolves around internal marketing and its influence on achieving the objectives of the Iraqi Ministry of Culture. In the current era, the special focus on internal marketing is imperative to attain organizational innovation. It is considered a necessary paradigm for achieving the desired progress and effectiveness in government departments and business institutions, as supported by various studies such as those by Muqimah & Aseemi (2023) and Nasef & Abouraia (2023). These studies explore the practice and effectiveness of internal marketing behavior, advocating the adoption of this approach.
 
 Design/Methodology/Approach: This study falls under the category of field research and adopts a descriptive and analytical approach. It relies on two types of sources to obtain information and data (primary and secondary sources) and employs questionnaires as a means to collect data and information. Several statistical methods within the SPSS software were utilized for data analysis.
 
 Findings: The study has yielded several key findings, notably that internal marketing has a significant impact on achieving organizational innovation, with the dimensions of internal marketing collectively scoring at a high level. The results also demonstrate the importance of internal marketing within the departments of the Iraqi Ministry of Culture for fostering innovation.
 
 Practical, and Social Implications of the research: The study recommends a focus on training and the establishment of a fair incentive and reward system directed at all employees to encourage them to embrace the principle of risk-taking.