Toward the use of internal marketing in networks

Internal Marketing (IM) by definition distinguishes between an organisation and its external environment and focuses only on intraorganisational affairs. However, globalisation and a knowledge-driven environment have produced a global networked economy with blurred boundaries between global companies and local market requirements. Organisational boundaries have become obstacles to business success and companies have responded by establishing networks with permeable and flexible boundaries regarding their local customers, suppliers and other stakeholders. As a result, the concept of internal marketing must be redefined and re-evaluated based on the requirements of the global economy. This paper provides an introductory overview of the use of internal marketing in network environments. It presents an integrative perspective to emphasise the need for the integration of academic knowledge and business practice to the benefit of both.