Invisible Forces: Towards a Reconceptualisation of Internal Marketing through its Dyadic Interactions

This paper seeks a reconceptualisation of Internal Marketing by exploring the roles and effects of dyadic, interpersonal transactions which occur within organisations between diverse stakeholders as part of the co-creation,... [ view full abstract ]

This paper seeks a reconceptualisation of Internal Marketing by exploring the roles and effects of dyadic, interpersonal transactions which occur within organisations between diverse stakeholders as part of the co-creation, communication, implementation and fulfilment of Internal Marketing strategies. This is undertaken by importing from channel literature several dyadic theories created in the context of interorganisational supply chain relationships, and ascertaining their relevance at an interpersonal level within the internal market. Whilst certain concepts appear directly transferable between the two arenas, providing new insights into the tacit, ground-level production and consumption of Internal Marketing, other concepts appear transferable only after consideration has been made of moderating factors specific to the internal environment.