Can culture be changed? a study of internal marketing |
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Authors: | Mihaela Kelemen Ioanna Papasolomou-Doukakis |
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Institution: | 1. Department of Management , Keele University , Staffordshire, ST5 5BG, UK;2. Intercollege , 92 Ayias Phylaxeos Str., P.O. Box 51604, CY-3507, Limassol-Cyprus |
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Abstract: | The article explores the ways in which internal marketing initiatives work in a number of UK retail banks from the point of view of both managers and employees. It suggests that although internal marketing attempts to function as a culture change mechanism, the resulting organisational cultures rather than being homogenous and united around the imagery of the consumer and service quality are in fact fragmented, ambiguous and contested by a variety of organisational stakeholders. |
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