A successful organization depends primarily on employees' effort, attitude, behavior, and interaction. All these factors are employee-related and play a critical role in accomplishing the organization’s strategy. Scholars have confirmed that employees’ attitudes and behaviors positively influence a firm’s accounting measures and stock returns. Therefore, it is crucial for a firm to entice employees to engage in market orientation behavior (MOB) to attain sustainable competitive advantages and excel at business performance. In the early 1970s, Kotler introduced internal marketing and suggested that a firm should market to its employees before marketing to its customers. Soon after the emergence of this concept, firms began to view jobs as products and employees as internal customers. To be successful, a business must retain talented and competent employees; internal marketing can help businesses resolve this issue. Internal marketing is regarded as a model component of service marketing management and a measurable scale for empirical research.
This entry is adapted from the peer-reviewed paper 10.3390/su13126972