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The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including by researchers from the Department of Computer & Information Sciences involved in mathematically structured programming, similarity and metric search, computer security, software systems, combinatronics and digital health.

The Department also includes the iSchool Research Group, which performs leading research into socio-technical phenomena and topics such as information retrieval and information seeking behaviour.

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Investing in People: Internal Marketing and Corporate Culture

Hogg, G. and Dunne, A. and Carter, Sara (1998) Investing in People: Internal Marketing and Corporate Culture. Journal of Marketing Management, 14. pp. 879-895.

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Abstract

The purpose of this paper is to explore the role of internal marketing in influencing corporate culture. The need for organisations to focus on human resources towards developing a marketing orientation is well recognised. The tactics for achieving this objective, however, have yet to be proven. This paper reports on the use of the Investors In People (IIP) initiative as a framework for internal marketing in changing the prevailing culture of an organisation. Within this initiative enlightened employers must communicate the business aims, values and performance of their organisations, in order to encourage employees to participate actively in the success of the business. Using the example of a medium sized, family owned company operating in a declining market sector, this research reports the results of a longitudinal study designed to elicit employee attitudes towards, and understanding of, change in the organisation. The results suggest that although there is a broad understanding amongst employees of the corporate objectives of the organisation, there is resistance to the credibility of cultural change.