Strategic orientations and business success: The key role of internal marketing
ISSN: 0258-0543
Article publication date: 7 June 2021
Issue publication date: 29 June 2021
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
Strong emphasis on relevant strategic orientations can help firms gain a competitive advantage in sectors like banking where product differentiation is minimal. Employee contribution is vital, so firms should engage in internal marketing activities to increase their organizational commitment and optimize the impact of the strategic approaches used.
Originality/value
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
Keywords
Citation
(2021), "Strategic orientations and business success: The key role of internal marketing", Strategic Direction, Vol. 37 No. 6, pp. 5-7. https://doi.org/10.1108/SD-04-2021-0045
Publisher
:Emerald Publishing Limited
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