Journal of Brand Management

, Volume 14, Issue 1–2, pp 162–176 | Cite as

Important factors to consider when using internal branding as a management strategy: A healthcare case study

Paper
First Online:
Received:
Revised:

Abstract

This research investigates the use of internal branding as both a managerial and communication strategy within an organisational revitalisation process of a major Australian Healthcare provider based in Queensland. At the core of the research is the recognition that the involvement of employees is of critical importance in developing a competitive advantage via an increased performance in terms of customer and market recognition, this approach includes such activities as relationship management. The researchers were provided access to the corporate initiative behind the intervention via interviews with the senior manager responsible for the process and qualitative responses to an organisational-wide employees survey that included questions on organisational values associated with the internal branding process. Rich qualitative data of this type fits ideally into a case study methodology and was analysed via lexical and content analysis. The research is relevant as it addresses issues of internal branding, communication and management during an actual implementation of a corporate strategy within one of the world's most important industry sectors, healthcare.

Keywords

internal branding healthcare organisational values lexical analysis employee perceptions 
This is a preview of subscription content, log in to check access.

References

  1. Davis, A. L. (2003) ‘Lessons in de-branding’, Marketing Health Services, Vol. 23, No. 2, p. 48.Google Scholar
  2. MacStravic, S. (2004) ‘Internal champions’, Marketing Health Services, Vol. 24, No. 4, p. 26.Google Scholar
  3. Aurand, T. W., Gorchels, L. and Bishop, T. R. (2005) ‘Human resource management's role in internal branding: An opportunity for cross-functional brand message synergy’, The Journal of Product and Brand Management, Vol. 14, No. 2/3, p. 163.CrossRefGoogle Scholar
  4. Mitchell, A. (2004) Getting staff to live the brand: Work in process, Marketing Week, 2004 September 2, p. 30.Google Scholar
  5. Bobula, J. (2005) ‘Internal branding becoming a hot topic for b-to-b’, B to B, Vol. 90, No. 11, p. 6.Google Scholar
  6. George, W. R. (1990) ‘Internal marketing and organizational behavior: A partnership on developing customer-conscious employees at every level’, Journal of Business Research, Vol. 20, No. 1, pp. 63–70.CrossRefGoogle Scholar
  7. Varey, R. J. (1995) ‘Internal marketing: A review and some interdisciplinary research’, International Journal of Service Management, Vol. 6, No. 1, pp. 40–63.CrossRefGoogle Scholar
  8. Varey, R. J. and Lewis, B. R. (1999) ‘A broadened conception of internal marketing’, European Journal of Marketing, Vol. 33, No. 9/10, pp. 926–944.CrossRefGoogle Scholar
  9. Rafiq, M. and Ahmed, P. K. (2000) ‘Advances in the internal marketing concept: Definition, synthesis and extension’, Journal of Services Marketing, Vol. 14, No. 6, pp. 449–462.CrossRefGoogle Scholar
  10. Bansal, H. S., Mendelson, M. B. and Sharma, B. (2001) ‘The impact of internal marketing activities on external marketing outcomes’, Journal of Quality Management, Vol. 6, No. 1, pp. 61–76.CrossRefGoogle Scholar
  11. Sasser, W. E. and Arbeit, S. P. (1976) ‘Selling jobs in the service sector’, Business Horizons, June, pp. 61–65.Google Scholar
  12. Piercy, N. and Morgan, N. (1991) ‘Internal marketing—The missing half of the marketing programme’, Long Range Planning, Vol. 24, No. 2, pp. 82–93.CrossRefGoogle Scholar
  13. Piercy, N. F. (1995) ‘Customer satisfaction and the internal market: Marketing our customers to our employees’, Journal of Marketing Practices and Applied Marketing Science, Vol. 1, No. 1, pp. 22–44.CrossRefGoogle Scholar
  14. Piercy, N. F. and Morgan, N. A. (1990) ‘Internal marketing: Making marketing happen’, Mark Intell Plann, Vol. 8, No. 1, pp. 4–6.CrossRefGoogle Scholar
  15. Lings, I. N. (2004) ‘Internal market orientation: Construct and consequences’, Journal of Business Research, Vol. 57, No. 4, pp. 405–413.CrossRefGoogle Scholar
  16. Lings, I. N. (1999) ‘Managing service quality with internal marketing schematics’, Long Range Planning, Vol. 32, No. 4, pp. 452–463.CrossRefGoogle Scholar
  17. Glassman, M. and McAfee, B. (1992) ‘Integrating the personnel and marketing functions: The challenge of the 1990s’, Business Horizons, Vol. 35, No. 3, pp. 52–59.CrossRefGoogle Scholar
  18. Collins, B. and Payne, A. (1991) ‘Internal marketing: A new perspective for HRM’, European Management Journal, Vol. 9, No. 3, pp. 261–270.CrossRefGoogle Scholar
  19. Argyris, C. (1985) Strategy, Change and Defensive Routines. Ballenger Publishing, Cambridge, MA.Google Scholar
  20. Argyris, C. (1993) Knowledge for Action: A Guide to Overcoming Barriers to Organizational Change. Jossey Bass, San Francisco, CA.Google Scholar
  21. Ballantyne, D. (2000) ‘Internal relationship marketing: A strategy for knowledge renewal’, The International Journal of Bank Marketing, Vol. 8, No. 6, pp. 274–286.CrossRefGoogle Scholar
  22. Mumby-Croft, R. and Williams, J. (2002) ‘The concept of workplace marketing: A management development model for corporate and enterprise sectors’, Strategic Change, Vol. 11, No. 4, pp. 205–214.CrossRefGoogle Scholar
  23. Keller, K. L. (2003) Strategic Brand Management: Building, Measuring and Managing Brand Equity. Prentice-Hall, Upper Saddle River, NJ.Google Scholar
  24. Machtiger, B. (2004) ‘Beware pitfalls that kill branding efforts’, Marketing News, Vol. 38, No. 4, p. 21.Google Scholar
  25. Harrell, G. D. and Fors, M. F. (1992) ‘Internal marketing of a service’, Industrial Marketing Management, Vol. 21, No. 4, pp. 299–306.CrossRefGoogle Scholar
  26. Pitt, L. F. and Foreman, S. K. (1999) ‘Internal marketing role in organizations: A transaction cost perspective’, Journal of Business Research, Vol. 44, No. 1, pp. 25–36.CrossRefGoogle Scholar
  27. Frenkel, S. and Orlitzky, M. (2005) ‘Organizational trustworthiness and workplace labor productivity: Testing a new theory’, Asia Pacific Journal of Human Resources, Vol. 43, No. 1, pp. 34–51.CrossRefGoogle Scholar
  28. Mudie, P. (2003) ‘Internal customer: By design or by default’, European Journal of Marketing, Vol. 37, No. 9, pp. 1261–1276.CrossRefGoogle Scholar
  29. Robb, E. A., Determan, A. C., Lampat, L. R. and Scherbring, M. J., et al. (2003) ‘Self-scheduling: Satisfaction guaranteed?’ Nursing Management, Vol. 34, No. 7, p. 16.CrossRefGoogle Scholar
  30. Lee, P., Gombeski, W. R. J. and Doremus, H. (1991) ‘Effective internal marketing: The challenge of the 1990s’, Journal of Health Care Marketing, Vol. 11, No. 2, pp. 58–62.Google Scholar
  31. Revans, R. W. (1982a) The Origins and Growth of Action learning. Chartwell-Bratt Lty, Lund, Bromley.Google Scholar
  32. Revans, R. W. (1982b) ‘What is action learning’, Journal of Management Development, Vol. 1, No. 3, pp. 64–75.CrossRefGoogle Scholar
  33. Deming, W. E. (1993) The New Economics. Massachusetts Institute of Technology, Center for Advanced Engineering Study, Cambridge, MA.Google Scholar
  34. Lewin, K. (1951) Field Theory in Social Science. Harper and Row, New York.Google Scholar
  35. Yin, R. (2003) Case Study Research: Design and Methods. Sage, Thousand Oaks.Google Scholar
  36. Patton, M. (1990) Qualitative Evaluation and Research Methods. Sage Publications, Newbury Park, CA.Google Scholar
  37. Smith, A. E. (2004) Leximancer Manual, In. 2.0 ed.Google Scholar
  38. Berthon, P., Ewing, M. and Hah, L. L. (2005) ‘Captivating company: Dimensions of attractiveness in employer branding’, International Journal of Advertising, Vol. 24, No. 2, p. 151.Google Scholar
  39. Urde, M. (1999) ‘Brand orientation: A mindset for building brands into strategic resources’, Journal of Marketing Management, Vol. 15, No. 1–3, pp. 117–133.CrossRefGoogle Scholar
  40. Ballantyne, D. (2003) ‘A relationship-mediated theory of internal marketing’, European Journal of Marketing, Vol. 37, No. 9, pp. 1242–1260.CrossRefGoogle Scholar

Copyright information

© Palgrave Macmillan 2006

Authors and Affiliations

  1. 1.Department of ManagementGriffith Business School, Griffith University, Gold Coast CampusBundall QldAustralia

Personalised recommendations