Internal market orientation, a novel approach to improve firm performance in China

Yu, Q., Yen, D. A. and Huang, Y. (2016) Internal market orientation, a novel approach to improve firm performance in China. In: European Marketing Academy Conference (EMAC) 2016, 24th-27th May, 2016, Oslo, Norway.

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This study extends knowledge of internal market orientation (IMO) as a management tool to facilitate employer-employee relation. Employing a quantitative research in China, a conceptual model is presented and tested on 275 companies with 3 respondents from each. IMO is examined as a predictor of firm performance mediated by employee commitment and retention. The results support all the proposed hypotheses and highlight the moderating effect of internal customer-supplier relationships and interdepartmental communication. Ownership type as the third moderator indicates different influence of IMO on the posited causal chain. This study contributes in practice by providing managers and scholars with empirical support of IMO’s effectiveness in firm performance in China. It provides managers from different firms competing in China with a new angle to boost firm performance by inspecting their internal market situation as well as to improve it via understanding internal customers better.

Item Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD0028 Management. Industrial Management
H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products > HF5415.123 Communication in marketing
H Social Sciences > HF Commerce > HF5549-5549.5 Personnel management. Employment management
Divisions: Faculty of Social and Applied Sciences > The Business School
Depositing User: Qionglei Yu
Date Deposited: 26 May 2016 12:49
Last Modified: 26 May 2016 12:49

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Last edited: 29/06/2016 12:23:00