Internal marketing as a strategy to motivate employees: a study of the Lafões Region
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://doi.org/10.7559/gestaoedesenvolvimento.2019.375 |
Resumo: | Currently, organizations must understand that, to reach the external costumer they must, first reach the internal costumer, that is, they must practice internal marketing. The present study has the objective to verify if the SMB’s of the Lafões Region practice internal marketing and in which form this concept is assumed as a strategy to motivate the collaborators. In this sense, the study was developed according to a qualitative, descriptive and exploratory methodology, through a questionnaire provided to the collaborators of SMB’s of Lafões Region. The sample comprises of ten companies, which practice internal marketing. It was concluded that the companies that practice internal marketing apply various strategies to motivate their collaborators such as: communication and information sharing, promoting the involvement and relationship between collaborators in task accomplishment, practicing recognition, trust, valorization, compliment and commitment, developing team spirit, leadership, motivation, performance evaluation and team building. These are considered important in practicing internal marketing and collaborator motivation. |
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Internal marketing as a strategy to motivate employees: a study of the Lafões RegionO marketing interno como estratégia para motivar os colaboradores: um estudo das PMEs da Região de LafõesCurrently, organizations must understand that, to reach the external costumer they must, first reach the internal costumer, that is, they must practice internal marketing. The present study has the objective to verify if the SMB’s of the Lafões Region practice internal marketing and in which form this concept is assumed as a strategy to motivate the collaborators. In this sense, the study was developed according to a qualitative, descriptive and exploratory methodology, through a questionnaire provided to the collaborators of SMB’s of Lafões Region. The sample comprises of ten companies, which practice internal marketing. It was concluded that the companies that practice internal marketing apply various strategies to motivate their collaborators such as: communication and information sharing, promoting the involvement and relationship between collaborators in task accomplishment, practicing recognition, trust, valorization, compliment and commitment, developing team spirit, leadership, motivation, performance evaluation and team building. These are considered important in practicing internal marketing and collaborator motivation.Atualmente, as organizações devem compreender que para alcançar o cliente externo, primeiro é necessário que se alcance o cliente interno, isto é, devem praticar o marketing interno. O presente estudo tem como objetivo verificar se as PMEs da Região de Lafões praticam marketing interno e de que forma este conceito é assumido como uma estratégia para motivar os colaboradores. Neste sentido, o estudo desenvolveu-se segundo uma metodologia qualitativa, descritiva e exploratória, através da aplicação de um questionário às PMEs da Região de Lafões. A amostra compreende dez empresas, que praticam marketing interno. Concluiu-se que as empresas que praticam marketing interno utilizam várias estratégias para motivar os seus colaboradores como: comunicação e partilha de informação, promoção do envolvimento e relacionamento entre os colaboradores na realização das tarefas, pratica de reconhecimento, confiança, valorização, elogio e compromisso, desenvolvimento do espírito de equipa, liderança, motivação sistemas de avaliação de desempenho e criação de ações de “Team building”, que são por estas, consideradas importantes para a prática e sucesso do marketing interno e motivação dos colaboradores.Universidade Católica Portuguesa2019-09-11T00:00:00Zjournal articleinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://doi.org/10.7559/gestaoedesenvolvimento.2019.375oai:ojs.revistas.ucp.pt:article/375Gestão e Desenvolvimento; No 27 (2019); 81-97Gestão e Desenvolvimento; n. 27 (2019); 81-972184-56380872-556X10.7559/gestaoedesenvolvimento.2019.n27reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPporhttps://revistas.ucp.pt/index.php/gestaoedesenvolvimento/article/view/375https://doi.org/10.7559/gestaoedesenvolvimento.2019.375https://revistas.ucp.pt/index.php/gestaoedesenvolvimento/article/view/375/880Direitos de Autor (c) 2019 António José Oliveira, Clotilde Passos, Célia Ribeirohttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessOliveira, António JoséPassos, ClotildeRibeiro, Célia2022-09-23T15:47:17Zoai:ojs.revistas.ucp.pt:article/375Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T16:04:36.293087Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Internal marketing as a strategy to motivate employees: a study of the Lafões Region O marketing interno como estratégia para motivar os colaboradores: um estudo das PMEs da Região de Lafões |
title |
Internal marketing as a strategy to motivate employees: a study of the Lafões Region |
spellingShingle |
Internal marketing as a strategy to motivate employees: a study of the Lafões Region Oliveira, António José |
title_short |
Internal marketing as a strategy to motivate employees: a study of the Lafões Region |
title_full |
Internal marketing as a strategy to motivate employees: a study of the Lafões Region |
title_fullStr |
Internal marketing as a strategy to motivate employees: a study of the Lafões Region |
title_full_unstemmed |
Internal marketing as a strategy to motivate employees: a study of the Lafões Region |
title_sort |
Internal marketing as a strategy to motivate employees: a study of the Lafões Region |
author |
Oliveira, António José |
author_facet |
Oliveira, António José Passos, Clotilde Ribeiro, Célia |
author_role |
author |
author2 |
Passos, Clotilde Ribeiro, Célia |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Oliveira, António José Passos, Clotilde Ribeiro, Célia |
description |
Currently, organizations must understand that, to reach the external costumer they must, first reach the internal costumer, that is, they must practice internal marketing. The present study has the objective to verify if the SMB’s of the Lafões Region practice internal marketing and in which form this concept is assumed as a strategy to motivate the collaborators. In this sense, the study was developed according to a qualitative, descriptive and exploratory methodology, through a questionnaire provided to the collaborators of SMB’s of Lafões Region. The sample comprises of ten companies, which practice internal marketing. It was concluded that the companies that practice internal marketing apply various strategies to motivate their collaborators such as: communication and information sharing, promoting the involvement and relationship between collaborators in task accomplishment, practicing recognition, trust, valorization, compliment and commitment, developing team spirit, leadership, motivation, performance evaluation and team building. These are considered important in practicing internal marketing and collaborator motivation. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-09-11T00:00:00Z |
dc.type.driver.fl_str_mv |
journal article info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.7559/gestaoedesenvolvimento.2019.375 oai:ojs.revistas.ucp.pt:article/375 |
url |
https://doi.org/10.7559/gestaoedesenvolvimento.2019.375 |
identifier_str_mv |
oai:ojs.revistas.ucp.pt:article/375 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://revistas.ucp.pt/index.php/gestaoedesenvolvimento/article/view/375 https://doi.org/10.7559/gestaoedesenvolvimento.2019.375 https://revistas.ucp.pt/index.php/gestaoedesenvolvimento/article/view/375/880 |
dc.rights.driver.fl_str_mv |
Direitos de Autor (c) 2019 António José Oliveira, Clotilde Passos, Célia Ribeiro http://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos de Autor (c) 2019 António José Oliveira, Clotilde Passos, Célia Ribeiro http://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Católica Portuguesa |
publisher.none.fl_str_mv |
Universidade Católica Portuguesa |
dc.source.none.fl_str_mv |
Gestão e Desenvolvimento; No 27 (2019); 81-97 Gestão e Desenvolvimento; n. 27 (2019); 81-97 2184-5638 0872-556X 10.7559/gestaoedesenvolvimento.2019.n27 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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