Digitally supported internal market orientation: antecedents, measurement, repercussions for organisational and business performance
Grounded in the literature review, Publication 1 proposes a conceptual iIMO framework. In Publication 1, we introduce novelty structural constructs of ICT and outsourced personnel essential for the iIMO concept. Moreover, Publication 1 thoroughly delineates a methodological approach designated for e...
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| Tipo de recurso: | tesis doctoral |
| Fecha de publicación: | 2021 |
| País: | España |
| Institución: | Universidad de Málaga |
| Repositorio: | RIUMA. Repositorio Institucional de la Universidad de Málaga |
| OAI Identifier: | oai:riuma.uma.es:10630/23421 |
| Acceso en línea: | https://hdl.handle.net/10630/23421 |
| Access Level: | acceso abierto |
| Palabra clave: | Marketing MNC SME Market orientation Internal marketing Business performance |
| Sumario: | Grounded in the literature review, Publication 1 proposes a conceptual iIMO framework. In Publication 1, we introduce novelty structural constructs of ICT and outsourced personnel essential for the iIMO concept. Moreover, Publication 1 thoroughly delineates a methodological approach designated for empirical studies elucidated in Publications 2 and 3. In Publication 2, we examine the antecedents integrity of the iIMO concept and its effects on organisational performance. The iIMO framework was empirically investigated by surveying 316 SME employees using a multi-stage sampling procedure. The study results in Publication 2 determine the positive effects of iIMO implementation on the firms’ organisational performance. These findings demonstrate evidence of the suggested internal market orientation framework's capabilities to maintain organisational performance. The outcomes of the research also point to the iIMO benefits plausibility if firms implement this concept. The research presented Publication 3 investigates and elucidates business performance as an ultimate consequence of iIMO implementation. The viability of the iIMO model was verified following research by surveying 650 employees who represent 147 international organisations in the Russian Federation. The results of the study in Publication 3 additionally supported the viability of the developed iIMO framework. Moreover, the same study also affirmed the positive effects that iIMO implementation generates on a firm’s business performance. Our multi-phased research contributes to the extant marketing theory by discernment and justification of ICT embedment into the conventional antecedents of internal market orientation because ICTs can improve both organisational and business performance due to iIMO implementation in a firm. |
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