Knowledge management and internal marketing orientation for the development of competitive advantages in the hotel sector

Ruizalba, Jose, Vallespín, María and Pérez Aranda, Javier (2014) Knowledge management and internal marketing orientation for the development of competitive advantages in the hotel sector. Investigaciones Europeas de Dirección y Economía de la Empresa, 21 (2). pp. 84-92. ISSN 1135-2523

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Abstract

Internal marketing orientation (IMO) can be used as a tool for managing employees’ knowledge that allows companies to develop a competitive advantage to the extent that generates information, communicates it internally and facilitates to articulate a response to their needs. IMO through proper management of human capital facilitates more effective competition and a more agile response to market demands. This study analyzes the three dimensions that make up IMO and involve knowledge management with regard to gathering intelligence concerning employees’ needs, the transmission of these needs and the subsequent response. Then, an empirical research has been carried out to analyze the IMO in Spanish hotels and it had led to the classification of three clearly defined groups. Moreover, the results indicate IMO as a source of competitive advantage as higher levels of job satisfaction and organizational commitment are found in the groups with higher IMO.

Item Type: Article
Additional Information: This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).
Uncontrolled Keywords: Knowledge management; Internal marketing orientation; Satisfaction; Commitment; Competitive advantages
Subjects: Business and finance
Depositing User: Jose Ruiz Alba Robledo
Date Deposited: 11 Mar 2016 09:15
Last Modified: 06 Dec 2016 15:40
URI: http://repository.uwl.ac.uk/id/eprint/1800

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