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Title: Investigating internal market orientation and organisational performance in China
Author: Yu, Qionglei
ISNI:       0000 0004 2744 3143
Awarding Body: University of Sheffield
Current Institution: University of Sheffield
Date of Award: 2013
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With the impact of globalisation, businesses nowadays are searching for new ways to compete more effectively in today's business marketplace (Wei and Lau, 2008). Companies that have already performed successfully in the external market but cannot perform well with their internal market may find themselves at a disadvantage in the long term, especially with the fast expansion of firms (Ralston et al., 2006). Whilst businesses often spend significant amounts on their campaigns to attract external customers, they may also need to consider the internal market place and specifically their internal customers' needs, i.e. employees, as they often have a significant impact on external market performance and profitability (Flipo, 1986, Webster, Jr. 1988; Lings and Greenley, 2009; Yu and Barnes, 2010). If well managed the internal work force can contribute to a firm's success, however when poorly manifested it can have devastating effects. Over the last three decades, much research attention has focused on internal marketing from the western perspective. The notion of internal marketing was first initiated in the U.S. by Berry (1976) and Sasser and Arbeit (1976), and quickly adopted in Europe by the Nordic scholars including Grönroos (1983) and Gummesson (1987), and more recently in the U.K. through Rafiq and Ahmed (1993) and Lings and Greenley (2005). To date no major studies drawing on large data sets have been published in this area within the Chinese context. This research therefore aims to fill a gap in the literature by exploring internal marketing in China - the largest of the world's newly emerging economies (BBC, 2011). By drawing on microeconomics, the internal market economy and social exchange theory, this research aims to critically explore how firms' different degrees of internal market orientation behaviour can lead to different levels of achievement both internally and externally. The findings will have implications for enhancing the effectiveness of a company's strategic response and, eventually, its ability to perform better in terms of profitability and its long-term competitiveness (Gounaris, 2006).
Supervisor: Barnes, Bradley R. Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available