Towards a holistic internal market orientation measurement scale

Abstract

This paper seeks to propose a conceptual framework for the development of a holistic measurement scale to determine the extent of internal market orientation (IMO) of a firm. To this end, the study reviewed the antecedent of the internal marketing (IM) constructs, and identified some disagreement and controversies surrounding the internal marketing philosophy. Some of the disagreement and arguments identified concerned internal marketing as an approach to human resource management (HRM); similarities regarding IMO and external marketing; and mutual misunderstanding on marketing and public administration. The paper also reviewed research works that confirmed the importance of employees to a firm's performance. Finally, the paper proposed a new direction of research that integrates institutional factors in the development of IMO measurement. The new direction of research is expected to facilitate response to calls for periodic review of an IMO measurement instrument that is consistent with changes in the marketing environment.

Keywords::

• measurement scale
• internal marketing
• holistic measurement
• internal market orientation

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Erratum