Abstract
This study had the purpose of identifying how internal marketing is being addressed in the Brazilian production in the field of Administration. To this end, the major periodicals in the field and the database of the National Association of Graduate Programs in Business Administration (Anpad) and Scientific Periodicals Electronic Library (SPELL) were investigated under the guidance of research propositions found in Farias (2010). After a search of the entire historical database of publications adopted as corpus, only 13 articles were discovered and retrieved from the period 1961-2012.The findings of this study show that the state of knowledge about internal marketing in Administration is quite specific and, in some cases, surprisingly nonexistent. This aspect allows us to notice various concerns, among which the most significant one is: for what reason has internal marketing not been receiving - at least with respect to periodic and national Administration congresses - the attention it deserves? It is expected to contribute to the understanding of how scholars are studying the internal marketing of the area in the Brazilian context.
Highlights
This study had the purpose of identifying how internal marketing is being addressed in the Brazilian production in the field of Administration
This article purports to give a perspective on this subject in Administration, for it analyzes the articles published in leading and renowned Brazilian scientific periodicals in Administration and in the databases of the National Association of Graduate Studies and Research in Administration (Anpad) and Scientific Periodicals Electronic Library (SPELL)
This study was guided by the following question: How are scholars studying internal marketing in the Brazilian context of Administration? The objective was to conduct a search using meta-analysis, investigating and analyzing the theme, verifying methodological guidance and the demographics of authorship of all articles retrieved, totaling 13 in the online search system of events and publications (ANPAD and SPELL)
Summary
The "Academia in Administration in Brazil has many reasons to celebrate its performance in recent years: academic production has increased, and scholars have been more devoted to research" (KIRSHBAUM, PORTO; FERREIRA, 2004, p .7). Administrative and organizational research provides the consolidation of Administration as an area of knowledge, with its own characteristics, but has led to healthy reflections on the quality of scientific production in the field (LOPES; BERNARDES, 2001). Not unlike other areas of knowledge, Administration has been changing at a very fast pace, so, due to this growth, it is necessary to periodically monitor the scope of studies conducted in a specific period of time, because the quantitative growth does not necessarily imply criteria for advancement in the field of research. Several studies indicate a low number of works produced in the country whose goal is to map and analyze the accumulated knowledge in a particular field (TEIXEIRA; MEGID NETO, 2006; CALDAS; TINOCO, 2004). The process of building knowledge about a certain topic is revealed in an attempt to integrate the results and identify overlaps, contradictions and especially gaps, that is, unexplored aspects
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