<p><strong>Purpose: </strong>The purpose of this thesis is to investigate the role that internal marketing and internal communications play in transferring the corporate identity to the members of the organization</p><p><strong>Background:</strong> Having a strong corporate identity can be a competitive advantage. However, few organizations are willing to devote the time and money it takes to ensure that everyone within the organization are fully aware of the corporate identity. One way to spread the corporate identity within the organization is through internal marketing. Many different activities fall under the concept internal marketing one of them being internal communications. One problem with this is that most organizations are more willing to make sure that their external stakeholders know of their corporate identity and they willingly throw money into advertising campaigns without informing the employees.</p><p><strong>Method: </strong>The investigation is based on a qualitative method in form of a case study where Riksbyggen was used. Five employees were interviewed and the results are presented in the empirical findings. Later the data was analyzed along with the frame of reference.</p><p><strong>Conclusion: </strong>The research found that Riksbyggen does not use their internal marketing to a large extent to spread their corporate identity. They use other internal marketing activities, e.g. internal training, bonus system, health care and funding to take courses that are unrelated to their work. The evidence that those activities actually spread the corporate identity might not be clearly visible to everyone. However, when analyzing Riksbyggen’s values, vision, history and through interviewing the employees it was clear that they embodied the corporate identity of Riksbyggen.</p>

Vidaus marketingas yra traktuojamas kaip pagrindinis ir lemiamas veiksnys, turintis įtakos išorinio marketingo sėkmei, nes darbuotojų ir vidaus aplinkos dėka įmonės gali labiau atitikti vartotojų ir esamų ar būsimų partnerių lūkesčius. Tokiu atveju, galima kalbėti apie verslo partnerystės vykdymą ir vystymą pasitelkiant vidaus marketingo ir ryšių marketingo susietumą bei sėkmingų ir efektyvių darbuotojų motyvavimo, atrankos, skatinimo diegimu ir planavimu organizacijose. Visų pirma partnerystė reikalauja, ne tik lanksčios, stiprios ir nepertraukiamos komunikacijos, kuri yra vienas svarbiausių veiksnių lemiančių sėkmingą partnerystę, tačiau yra būtina nuolat sieti abiejų partnerių darbuotojų žinias, kompetenciją, sėkmingai motyvuoti bei ieškoti naujų partnerių taip įgyjant konkurencinį pranašumą prieš kitas įmones. Todėl šiame straipsnyje atskiedžiamas inovatyvus požiūris į verslo partnerystės vystymą, pasitelkiant santykių ir vidaus marketingo elementus bei pasiūlomas apibendrinantis daugiakriterinis modelis. Darbo objektas: Verslo partnerystė Darbo tikslas: Išnagrinėjus verslo partnerystės ir vidaus marketingo teorinius aspektus ir atlikus jų sąsajų identifikavimą, sukurti verslo partnerystės vystymo vidaus marketingo pagrindu modelį ir pritaikyti jį paslaugų įmonei Darbo uždaviniai: 1. išanalizuoti partnerystės ir vidaus marketingo konceptualius pagrindus; 2. išsiaiškinti, kokį vaidmenį atlieka ir kokią įtaką partnerystės ryšiams daro vidaus marketingas; 3. parengti verslo... [toliau žr. visą tekstą] / Internal marketing is approached to as the key and critical factor influencing success of the external marketing, because thanks to the employees and internal environment, the companies can better satisfy expectations of the users as well as current and prospective partners. In this case we can think about implementation and development of business partnership by using coherence between marketing and relationship marketing and efficient implementation of motivation, screening and promotion or employees and planning within the organization. Partnership primarily requires not only flexible, strong and continuous relationship, which is a key factor for beneficial cooperation, but also constant linkage of the both partners’ know-how, competence, successful motivation, and search for new partners to obtain competitive advantage against other companies. Therefore, the present article reveals innovative approach to business partnership development by employing elements of the relations and internal marketing. Besides, the article proposes a presumptive multi-criteria model. Subject matter of the paper is business partnership. The aim of the paper is the development of hypothetical business partnership development model based on the internal marketing after analyzing theoretical aspects of business partnership and internal marketing and after carrying out identification of their coherence. Research methods applied in the paper are: analysis of scientific literature; questionnaire... [to full text]

Companies in the learning industry are in the business-to-business marketplace and the companies focus on providing services to their customers. In service businesses delivering on the brand promise is aligned with the services employees deliver to customers. The learning industry was used to research whether a commitment to internal brand training impacts business performance. Two of the initial hypotheses were supported; a learning orientation increases commitment to internal brand training and internal brand training increases employee commitment to the brand. The third hypothesis, employee brand commitment improves business performance, was not supported. A re-specified model found. * Learning orientation directly affects Brand Training and Employee Brand Commitment * Brand Training directly affects Employee Brand Commitment and Business Performance * Employee Brand Commitment directly affects Business Performance The largest direct effect on improved business performance is employee brand training, yet it is the area with the least number of hours of training in the organizations, which provides an opportunity for practitioners.

Purpose: The purpose of this study is to gauge the effects of challenge and hindrance stressors as well as three high-performance work practices (HPWPs) such as training, empowerment and rewards on work engagement (WE) and turnover intentions (TI). This study also tests customer orientation (COR) as a moderator of these relationships. Design/methodology/approach: Data gathered from frontline hotel employees in Northern Cyprus in two time periods with a time lag of two weeks were used to test the relationships. Findings: The results suggest that both challenge and hindrance stressors heighten TI and empowerment fosters WE. Rewards alleviate TI. More importantly, COR acts as a moderator of the effects of challenge and hindrance stressors as well as training, empowerment and rewards on WE and TI. Practical implications: Management needs to hire employees high on COR and develop training programs that boost employees’ customer-oriented behaviors. Employees should also be allowed to craft the level of job demands and resources as long as the work is congruent with management expectations. Originality/value: This study contributes to the extant hospitality knowledge by testing COR as a moderator of the effects of challenge and hindrance stressors and HPWPs on WE and TI.

The purpose of this study is to map the activities used for satisfying employee’s needs in an engineering company and with the support of theory concretize their contribution to employee retention and company performance.

No abstract available / Graduate School of Business Leadership / M.B.L.

Course: FOA214 Bachelor Thesis in Business Administration, 15 ECTS University: Mälardalens University School of Business, Society and Engineering Date: 2014, June 2nd Authors: Enkhluun Enkhmandakh, Cimin Ghaffari and Junyao Song Tutor: Zarina Osmonalieva Examiner: Eva Maaninen-Olsson Keywords: Hotel industry, service, internal marketing, front line employee, job satisfaction, Scandic Hotel. Research Question: How does Scandic Hotel in Västerås influence front line employee job satisfaction through internal marketing activities? Purpose of Research: The purpose of this thesis is to describe and analyze how hotels can influence front line employee job satisfaction through internal marketing. This thesis is useful for organizations in the hotel industry to gain a deeper understanding of the connection between internal marketing and job satisfaction as well as the outcome of job satisfaction. Method: This descriptive case study has used a deductive strategy. A qualitative approach was applied to collect the empirical data through interviews with the General Manager of Scandic Hotel in Västerås. Both primary and secondary data have been gathered to achieve the purpose. Within-case analysis was used to analyze the collected data. Conclusion: It was discovered that Scandic Hotel in Västerås acknowledges the importance of front line employee job satisfaction and is able to influence it through internal marketing activities. Through analyzing the theories and the empirical data two differences were found. It is believed that the result can be generalized to others in the hotel industry. The thesis also noticed a link between the four components of internal marketing and the five dimensions of job satisfaction.

<p>This essay is a case study carried out at Flow Systems Ltd that foremost aims to treat the internal marketing at the company. The aim with the essay is to analyze and evaluate Flows internal marketing in connection with a process of change and how this reflects the external marketing in relation to customers.</p><p>The method that has been used is qualitative in the form of depth interviews carried out with management, employees and customers. This type of data was chosen since it is a good way of gathering more specific information regarding the informants preferences about the company. Among other things the results of the interviews showed internal marketing deficiencies, but that has not influenced the customers in a negative way. The conclusion was that the inferior internal marketing does not affect the cooperation and the communication between the company and its customers, however it has a big effect on the employees.</p>

<p><strong>Background:</strong> Around the world, markets deregulates, which leads to increased competition. Meetings between the consumer and the employees of a company determine how the customer perceives the company and / or its brand. This has result in that many companies have realized the importance of internal using the same marketing skills that are used externally. In 2009, pharmacy market went from being a monopoly market to be a regulated competitive market.</p><p><strong>Problem:</strong> Is there any internal conditions for a private company, whose culture and structure was formed under a state monopoly, to create a strong corporate brand?</p><p><strong>Purpose:</strong> The purpose of this paper is to, through a case study, analyze and evaluate the internal marketing in a company which has undergone a change of ownership and retained the same staff.</p><p><strong>Method:</strong> Through interviews with key personnel and staff , data was gathered for the case study, which means that the method is qualitative. Only one of the company's pharmacies has been included in the study.</p><p><strong>Conclusions:</strong> The authors of this paper perceive that company has the required internal conditions to create a strong corporate brand, since the company i.e. has taken into consideration the history of the pharmacy staff, the management shows a personal commitment, campaigns are communicated internally, staff and customers consciously or unconsciously may be involved in shaping the content of the corporate brand, and that dialogue exists between staff and management so that management can have an understanding of how staff perceive the company's vision and corporate brand, which in turn leads the company to form a brand that staff can accept and understand because their norms and values has been taken into consideration.</p>

Background: Around the world, markets deregulates, which leads to increased competition. Meetings between the consumer and the employees of a company determine how the customer perceives the company and / or its brand. This has result in that many companies have realized the importance of internal using the same marketing skills that are used externally. In 2009, pharmacy market went from being a monopoly market to be a regulated competitive market. Problem: Is there any internal conditions for a private company, whose culture and structure was formed under a state monopoly, to create a strong corporate brand? Purpose: The purpose of this paper is to, through a case study, analyze and evaluate the internal marketing in a company which has undergone a change of ownership and retained the same staff. Method: Through interviews with key personnel and staff , data was gathered for the case study, which means that the method is qualitative. Only one of the company's pharmacies has been included in the study. Conclusions: The authors of this paper perceive that company has the required internal conditions to create a strong corporate brand, since the company i.e. has taken into consideration the history of the pharmacy staff, the management shows a personal commitment, campaigns are communicated internally, staff and customers consciously or unconsciously may be involved in shaping the content of the corporate brand, and that dialogue exists between staff and management so that management can have an understanding of how staff perceive the company's vision and corporate brand, which in turn leads the company to form a brand that staff can accept and understand because their norms and values has been taken into consideration.