Internal Market Orientation Research Articles

The Effect of Innovation Constraints on Innovation Performance in the Service Industry

Though innovation constraints have been studied for decades, the effect of innovation constraints on innovation performance has been controversial. As an extension of previous literature, this research subdivides and reclassifies innovation constraints into three: fund-, capability-, and market-related constraints, and investigates not only the direct effects of constraints on innovation performance, but also the moderating effects of innovation constraints on the relationship between innovation supportive factors (R&D intensity, collaboration, and international market orientation) and innovation performance in the service industry. The results show that 1) fund-related constraints are negatively related, and market-related constraints are positively related, while capability-related constraints are not significantly related to radical innovation performance, 2) none of the innovation constraints are significantly related to incremental innovation performance, 3) capability-related constraints and market-related constraints negatively moderate the positive effects of collaboration and market orientation on radical innovation performance, respectively, and 4) fund-related constraints negatively moderate the positive effect of R&D intensity on incremental innovation performance.

The Role of Internal Marketing Orientation and Organisational Citizenship Behaviour on Performance: Testing the Moderating Role of Business Intelligence

The purpose of this study is to investigate the effect of internal marketing orientation and organisational citizenship behaviour (OCB) on organisational performance considering the moderating role of business intelligence. The present study is a descriptive-correlation type and applied in the nature. The library-field and questionnaire were used for data gathering. According to the research goal and the subject of the research, this research includes a sample of managers and staff of a large construction company. In this research, the structural equation modelling (SEM) is used to evaluate the causal model and verify the reliability and validity of the measurement model. The proposed model and the data obtained from the questionnaires analysed using the Smart PLS software. Finally, the results showed that the orientation to internal marketing and organisational citizenship behaviour significantly affect the performance of the company, and also, the business intelligence moderates the relationship between the internal marketing and organisational citizenship behaviour regarding to the organisational performance.

Institutional pressures and international market orientation in SMEs: Insights from the French wine industry

In this research, we examine how external institutional pressures influence international market orientation (IMO) in small-medium sized enterprises (SMEs). We use institutional theory and insights from the international entrepreneurship literature to predict how different formal regulative pressures (from national and international sources) as well as different informal normative pressures (from distributors and end-consumers) influence IMO in SMEs. We test our hypotheses using survey data from 107 small wineries across all of the main wine-producing regions in France. The results provide support to the central assertion that it is outside pressures on decision-making – rather than an endowment of internal resources and capabilities – that influence IMO in SMEs. External regulative sources have the strongest effects with pressures on decision-making from national laws having a negative impact on IMO and those from international laws having a positive impact on IMO. We find partial support for the effect of normative pressures from distributors and end-consumers. Implications for theory and management of internationalization in small firms are discussed.

Internal market orientation as a value creation mechanism

PurposeThis paper aims 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/approachThis conceptual paper bridges the IM discourse with the SDL literature, and the latter’s implications for internal marketing theory and practice are discussed.FindingsDrawing on the premises of the SDL, 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/valueThis conceptual paper aspires to provide a managerially relevant understanding of value creation in the firm’s internal market. An SDL-driven understanding of IMO is advanced setting it as a value creation mechanism appealing to a wider range of organizations.

The influence of competences and institutions on the international market orientation in foreign-owned subsidiaries

The international market orientation of foreign-owned subsidiaries, defined here as the importance of markets supplied outside their host country, can, and often does, play a vital role for managers as well as policy makers. This paper investigates how multilevel corporate competences and institutional differences stand to influence international market orientation and performance among firms. Our research is based on a survey of subsidiaries located in the mid-range, emerging economy of Taiwan. The results are analysed using SEM-PLS method. We found that competences that emerge from the subsidiary itself and competences from multinational enterprise networks serve to enhance; whereas, competences emerging from headquarters' operations can have an adverse effect on international market orientation. Institutional differences add to the overall complexity through direct and moderating effects. This study indicates that the competence-based view of the firm can be enriched with insights from institutional theory in order to expand our understanding of subsidiary development located in emerging economies and also with their international market orientation in particular.

The influence of competences and institutions on the international market orientation in foreign-owned subsidiaries

The international market orientation of foreign-owned subsidiaries, defined here as the importance of markets supplied outside their host country, can and often does, plays a vital role for managers as well as policy makers. This paper investigates how multilevel corporate competences and institutional differences stand to influence international market orientation and performance among firms. Our research is based on a survey of subsidiaries located in the mid-range, emerging economy of Taiwan. The results are analysed using SEM-PLS method. We found that competences that emerge from the subsidiary itself and competences from multinational enterprise networks serve to enhance; whereas, competences emerging from headquarters’ operations can have an adverse effect on international market orientation. Institutional differences add to the overall complexity through direct and moderating effects. This study indicates that the competence-based view of the firm can be enriched with insights from institutional theory in order to expand our understanding of subsidiary development located in emerging economies and also with their international market orientation in particular.

Effect Of Internal Market Orientation On Organizational Commitment:, Applied Study At Algerian Hotels

Effect Of Internal Market Orientation On Organizational Commitment:, Applied Study At Algerian Hotels

The mediating role of alliances in the international market orientation-performance relationship of smes

Enhancing international performance is a critical issue for internationalizing SMEs. Researchers have suggested that firms need to enhance their international market orientation (IMO) in order to increase performance; but the way this association works is rather unexplored. This is important for both theory and practice since its exploration would lead to a better understanding on how SMEs can effectively enhance their international performance. In this paper, we examine whether alliances through which firms access knowledge and resources play a mediating role in the IMO and performance relationship. We investigate our hypothesis on a sample of 94 companies based in the United Arab Emirates. We discovered that alliances mediate the IMO-performance relationship and we extend the knowledge- and resource-based views of the firm.

The relationship between internal market orientation and employee job satisfaction: the case of the Romanian banking sector

The paper aims to investigate the effect of internal market orientation and its dimensions on the employee job satisfaction. The idea of this research emerged from the extensive scientific literature that suggests the existence of a relationship between internal market orientation and employee job satisfaction. In fact, internal market orientation is conceptualized as a set of managerial behaviors that have the potential to influence employee behavior which would in turn affect customer satisfaction. The research involves a questionnaire-based survey of employees in the banking sector in Romania. The convenience sampling method was used. A total of 170 usable questionnaires were received from the employees. The measurement scales within the proposed model were evaluated for reliability and validity. The research hypotheses were tested via linear regression. The study’s empirical results suggest a positive influence of the internal market orientation and each of its three dimensions on employee job satisfaction. In order to increase the level of employee job satisfaction, the organization should systematically monitor the personal needs of every employee, to adapt every important decision taken by the managers to the individual needs that employees of different groups may have, supervisors should be interested in listening to what subordinates have to say about jobs, about the issues they have and the management of the organization must seriously consider employees’ needs, introduce policies and allocate funds to meet these needs.

Satisfação no trabalho sob a perspectiva da orientação para o mercado interno de uma instituição de ensino pública: docentes x administrativo

O marketing interno (MI) e a orientação para o mercado interno (OMI) são estratégias que permitem satisfazer as necessidades dos funcionários com o intuito de criar valor para o cliente final. O objetivo do artigo é identificar e comparar as subdimensões da OMI que afetam a satisfação no trabalho de docentes e do pessoal administrativo em uma instituição de ensino pública. Revisou-se a literatura sobre MI e OMI, especialmente dentro do contexto educacional. A pesquisa teve abordagem quantitativa e descritiva. A amostra foi de 624 funcionários que responderam a um questionário baseado no modelo de Gounaris (2006). Os resultados demonstraram que as duas carreiras analisadas possuem visões diferentes da organização ao que se refere à OMI, sendo que apenas uma subdimensão: Comunicação entre gestores e funcionários foi significativa na satisfação do trabalho de ambas carreiras. Porém, para o pessoal administrativo outras três subdimensões: Treinamento, Atenção aos grupos com necessidades comuns e Identificação das necessidades do cliente interno mostraram serem significativas. Em suma, existem variavéis comuns que afetam a satisfação das diferentes carreiras, porém algumas variaveis afetam apenas um grupo.

The interplay of strategic and internal green marketing orientation on competitive advantage

This paper seeks to clarify and refine the relationship between strategic and internal green marketing and firm competitiveness. Despite the significance of corporate environmental strategy to firms adopting a triple-bottom line performance evaluation, there is insufficient focus on strategic green marketing and its impact on a firm's competitiveness. This study fills the gap by providing a comprehensive view of strategic green marketing and its impact on competitive advantage. Findings also reveal the moderating role of internal green marketing actions towards the development of a sustained competitive advantage. Specifically, the findings build on contemporary green marketing literature suggesting that a significant interplay between strategy and people exists which enhances the creation of competitive advantage. This in turn increases financial performance. Finally, this research uses an updated approach to build on current literature concerning the drivers and outcomes of strategic green marketing. This provides managers with nuanced insights about environmentally-driven competitive advantage.

Dimensions of Internal Market Orientation Related to Job Satisfaction and Appreciation in Brazilian Healthcare Service

Evidence suggests that internal market orientation (IMO) assists companies in targeting their human resources (HR) and has been an important preceding concept in creating competitive advantages for the organizations (Gounaris, Journal of Services Marketing, 2008b, 22(1), 68–90). The objective of this research was to investigate which dimensions of IMO are related to the job satisfaction (JS) and appreciation (AP). The instrument for data collection was a structured questionnaire, which follows the model used by Gounaris ( Journal of Business Research, 2006, 59(4), 432–448), and a descriptive quantitative research with 583 participants from a Brazilian healthcare company was conducted. The results of this empirical study found only three sub-dimensions, identification of exchange of value (D1M), job description (D5M) and management concern (D7M), as positively influenced with IMO. The survey indicated that the perception of the employees regarding the IMO is concentrated between 3 and 4 of the Likert scale, representing high levels of IMO in the sample and for JS and AP.

The Effects of Internal Marketing on Customer Orientation and Job Performance

This study investigated the effects of internal marketing as perceived by beauty salon employees regarding their customer orientation and job performance and analyzed the influence of an increase in such customer orientation on job performance. For this, a questionnaire survey was performed among 400 beauty salon employees in Busan and Gyeongsangnam-do from June 1 to July 31, 2016. The results found the following: In the cosmetology service industry, internal marketing has a significant influence on employees’ customer orientation and job performance while customer orientation also greatly affects job performance. In terms of the effects of internal marketing on job performance, a mediating effect by customer orientation and direct effect were found. The said results show that internal marketing and customer orientation have both direct and indirect influences on job performance. Since the variables are complementary to each other, it appears that if employee awareness and pride are improved through the effective use and enhancement of their customer-oriented mindset, excellent job performance could be accomplished. It is anticipated that these results can be used as basic data for marketing strategies in the cosmetology service industry.

نقش بازارگرایی داخلی در توسعة گرایش کارآفرینانه؛ شرکتهای ارائهدهندة خدمات اینترنت در تهران

کارکنان نقش پررنگی در موفقیت شرکت‌های خدماتی دارند و رضایت آن‌ها پیش‌نیازی برای رضایت مشتریان است. همچنین، توجه و پاسخگویی به خواسته‌ها و نیازهای آنان، زمینة توسعة تمایلات کارآفرینانه در شرکت را فراهم می­کند. علاوه بر این، مشتری‌محوری، ممکن است شرکت را به سوی تمرکز بر نوآوری و استفاده پیش‌دستانه از فرصت‌ها رهنمون سازد. از این­رو، پژوهش حاضر به بررسی این مسئله پرداخته که آیا در شرکت‌های ارائه‌دهندة خدمات اینترنت در تهران، بازارگرایی داخلی می‌تواند از طریق بازارگرایی بر گرایش کارآفرینانه تأثیر مثبت و معناداری بگذارد. بدین منظور، از روش توصیفی-پیمایشی استفاده شد و پرسشنامة پنج­گزینه‌ای طیف لیکرت بین 322 نفر از کارکنان و مدیران شرکت‌های مذکور که با روش نمونه‌گیری تصادفی ساده انتخاب شده بودند، توزیع گردید. برای تجزیه و تحلیل داده‌ها، از مدل‌سازی معادلات ساختاری استفاده شده است. نتایج پژوهش نشان می­دهد که بازارگرایی داخلی بر گرایش کارآفرینانه با ضریب مسیر 529/0، بازارگرایی داخلی بر بازارگرایی با ضریب مسیر 796/0 و نیز بازارگرایی بر گرایش کارآفرینانه با ضریب مسیر 337/0 تأثیر مثبت و معناداری دارد. یافته‌ها همچنین نشان می­دهد که بازارگرایی، در رابطة میان بازارگرایی داخلی و گرایش کارآفرینانه، با شدت 268/0 در نقش میانجی جزئی تأثیرگذار است. همچنین، نتایج آزمون سوبل، تأثیر میانجی بازارگرایی را در رابطة مذکور تأیید کرده است. علاوه بر این، مقدار ضریب VAF در صورت میانجی‌گری بازارگرایی، برابر با 336/0 به دست آمد که نشان می‌دهد تقریبا 34درصد از تأثیر بازارگرایی داخلی بر گرایش کارآفرینانه از طریق غیرمستقیم با متغیر میانجی بازارگرایی تبیین می‌شود.

Effect of market orientation, network capability and entrepreneurial orientation on international performance of small and medium enterprises (SMEs)

This study contributes to literature on the internationalization of SMEs by analysing the influence of International Market Orientation, Network Capability, and International Entrepreneurial Orientation on the International Performance of this kind of businesses. Particularly, both the direct effects of explanatory variables of International Performance and interdependence relations between them are analysed. Results obtained from a sample of 161 Mexican SMEs using SEM-PLS analysis show that the International Performance of this kind of businesses is favourably influenced by their Network Capability and International Entrepreneurial Orientation, but not by their International Market Orientation. Similarly, it is verified that interdependence relations exist among the explanatory variables of International Performance of SMEs, where positive impact of International Entrepreneurial Orientation is observed on Network Capability and the International Market Orientation of SMEs.

Internal-market orientation and job satisfaction in the public sector: a case study of fire inspectors in Brazil

Given that Internal Market Orientation (IMO) can be an antecedent of Job Satisfaction (JS), the aim of this study is to understand how to manifest the sub dimensions of the internal market orientation in the public service through qualitative research with fire inspectors in a Military Fire Department (MFD) in Brazil. We followed the theoretical model applied by Gounaris Journal of Business Research, 59, 432–448, (2006) and we interviewed 32 fire inspectors. Our choice of this organization was due to the importance of the work performed, given the direct relationship with life and the assets of the taxpayer and the need for inspection of all buildings by the Military Fire Department. Therefore, understanding the manifestation of the Internal Marketing Orientation Sub dimensions of the public sector’s inspection sector is relevant to the achievement of excellence in their missions. The research converges with the literature showing that respondents had indicators for all sub-dimensions of Internal Marketing Orientation.

The moderated mediating effect of international diversification, technological capability, and market orientation on emerging market firms' new product performance

This study proposes a moderated mediating framework to describe the relationships among international diversification, technological capability, market orientation and emerging market multinational enterprises' new product performance. Within this framework, emerging market multinational enterprises' technological capabilities mediate the impact of internationalization on new product performance. This mediating effect is more salient for firms entering more developed markets than those entering less developed markets. Analysis of a sample of Chinese multinationals' internationalization process supports these relationships.

Internal marketing and job satisfaction in hotels in Via Costeira, Natal, Brazil

Organisations currently face multifaceted challenges, such as increasing productivity and coping with the pressure to manage human resources efficiently and effectively. This involves management practices focused on training and keeping the best employees. In this context, the present study sought to assess the impact of internal marketing practices in hotels of superior quality in a city in Brazil’s Northeast Region on internal customers’ commitment and satisfaction. Measures of internal market orientation, organisational commitment and job satisfaction were collected for a sample of 138 intermediate/lower managers from four hotels. The results from a structural equation model confirm the positive influence of internal marketing on organisational commitment and job satisfaction but fail to confirm the expected relationship between commitment and satisfaction.

ENTERPRISES PERFORMANCE THROUGH INTERNAL RESOURCE INTEGRATION AND MARKET ORIENTATION BASED ON COMPETITIVE ADVANTAGES

Every company tries to achieve goals to gain profit and win the competition. To achieve this goal, the company must be able to demonstrate a competitive advantage. Therefore, the company always strives to gain competitive advantage by identifying, managing and optimizing their internal resources in the form of tangible and intangible assets that have superior characteristics as the power of generating competitive advantage. The sustainable competitive advantage by empowering their internal company resources can be defined as Research-Based View (RBV). The importance of research based views is contradicting with Market Based View (MBV) which stated that the more market oriented the more superior their competitive position. By using qualitative research (literature review), this study aims to understand and investigate how to create company performances through both point of views which is internal resources integration and market orientation based on competitive advantages.

Drivers do desempenho internacional de empresas de base tecnológica (EBTs) brasileiras

Para as Empresas de Base Tecnológica (EBTs), a expansão internacional representa uma oportunidade de crescimento e de criação de valor. Diante disso, o presente estudo destinou-se a analisar o papel dos influenciadores de internacionalização no desempenho internacional de EBTs. Para tanto, foi realizada uma pesquisa descritiva, de abordagem quantitativa, operacionalizada por meio de uma survey. A coleta de dados se deu juntamente a 53 EBTs brasileiras localizadas em ambientes de inovação. Tais dados foram analisados por meio de técnica estatística multivariada e com os resultados obtidos, contatou-se que os determinantes do desempenho internacional das empresas analisadas, podem ser definidos pelos influenciadores de internacionalização externos (localização em ecossistemas de inovação; integração a cadeias produtivas globais; parcerias e alianças estratégicas para inovação e políticas governamentais) e internos (capacidade de inovação, orientação para o mercado internacional e habilidades de marketing internacional).