Exploring the locus of internal marketing

Ozuem, Wilson ORCID logo ORCID: https://orcid.org/0000-0002-0337-1419 , Limb, Natalie and Lancaster, Geoff (2016) Exploring the locus of internal marketing. Journal of Strategic Marketing, 26 (4). pp. 356-372.

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Official URL: https://doi.org/10.1080/0965254X.2016.1211729


Service and business-to-business companies have remained at the forefront of studies into internal marketing due to close contact between employees and customers. Marketing academics and practitioners have shown particular interest in the supermarket sector over recent years due to fluctuations in performance that have been reported. Consumers have negligible switching costs, so the risk of them purchasing substitute products is a problem to marketers where there is insignificant product differentiation. There is little evidence to support the benefits of internal market orientation in the food retail industry, and the main reason is difficulty of measuring its value. Although the UK food retail industry has been extensively researched, researchers have yet to address it properly in regard to internal market orientation. There is now an opportunity to create sustainable competitive advantage by providing a variety of offerings.

Item Type: Article
Journal / Publication Title: Journal of Strategic Marketing
Publisher: Taylor & Francis (Routledge)
ISSN: 1466-4488
Departments: Academic Departments > Business, Law, Policing & Social Sciences (BLPSS) > Business
Depositing User: Anna Lupton
Date Deposited: 01 Jul 2019 14:09
Last Modified: 11 Jan 2024 16:47
URI: https://insight.cumbria.ac.uk/id/eprint/4956


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