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Internal market orientation Construct and consequences

机译：内部市场导向构造和后果

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Research in services has long recognized the need for managers to focus internally on employees as well as externally on customers. This internal focus is the domain of internal marketing. Despite over 2 decades of discussion of internal marketing, most operationalizations of marketing are grounded in ideas of product markets and remain resolutely focused on the external market, ignoring the internal focus necessary in services markets. Such operationalizations of marketing are outdated in modern markets where most purchases involve a combination of product and service elements, and, in the long term, service quality may be more important than product quality to the consumer. This paper reconceptualizes marketing and develops a new construct, 'internal market orientation' (IMO), which closely parallels and complements existing models of external market orientation. The relationship between internal and external market orientations is explored, and the performance implications of IMO are discussed. A second model of these proposed relationships is presented with implications for managers and recommendations for future research.
机译：长期以来，对服务的研究已经认识到管理人员需要内部关注员工以及外部关注客户。这种内部重点是内部营销的领域。尽管对内部市场营销进行了超过20年的讨论，但是市场营销的大多数操作都基于产品市场的思想，并且始终坚定地专注于外部市场，而忽略了服务市场所必需的内部关注。在现代市场中，这种营销操作已经过时了，在现代市场中，大多数购买都涉及产品和服务元素的组合，从长远来看，对于消费者而言，服务质量可能比产品质量更为重要。本文重新概念化了营销，并开发了一种新的结构“内部市场定位”（IMO），该结构与现有的外部市场定位模型非常相似并相互补充。探索了内部和外部市场导向之间的关系，并讨论了IMO的性能含义。提出了这些建议关系的第二个模型，它对管理者有影响，并为将来的研究提供建议。

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