Internal marketing as a strategy to motivate employees: a study of the Lafões Region

• Autor(a) principal: Oliveira, António José
• Data de Publicação: 2019
• Outros Autores: Passos, Clotilde, Ribeiro, Célia
• 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

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.