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.
Ruizalba Robledo, J. L., Vallespín Arán, M., & Pérez-Aranda, J. (2015). Gestión del conocimiento y orientación al marketing interno en el desarrollo de ventajas competitivas en el sector hotelero. Investigaciones Europeas de Direccion y Economia de La Empresa, 21(2), 84–92. https://doi.org/10.1016/j.iedee.2014.03.001