A Chinese perspective for internal marketing: A Review of the Literature and Suggestions for Future Research

Abstract

Internal marketing is increasingly important for the development of new organisational strategy. Previous research has reviewed internal marketing studies published in the English-speaking world during last three decades. This current paper is an extension of those other review works. This study concerns the articles that were identified to be in the Simplified Chinese language. This research hence expends review work to focus on Mainland China. This paper provides a review of Chinese literature, placing emphasis on how Chinese scholars in mainland China engage in the area of internal marketing. The review of Chinese internal marketing research shows that the large percentage of theoretical articles, and the lack of empirical studies are limiting generalizability of findings. This research therefore suggests that more quantitative and qualitative approaches should be used in the future research.