El papel del marketing interno como antecedente de la capacidad de innovación de la PYMEefecto sobre los resultados empresariales
- García Rodríguez, Nuria
- Santos Vijande, María Leticia
- Sanzo Pérez, María José
- Trespalacios Gutiérrez, Juan Antonio
- Pindado García, Julio (coord.)
- Payne, Gregory (coord.)
Publisher: Escuela Superior de Gestión Comercial y Marketing, ESIC
ISBN: 978-84-7356-556-1
Year of publication: 2008
Volume Title: Comunicaciones
Volume: 2
Pages: 25
Congress: Asociación Europea de Dirección y Economía de Empresa. Congreso Nacional (22. 2008. Salamanca)
Type: Conference paper
Abstract
This study examines the influence internal marketing on the development of a superior innovation capability in the SMEs, which in turn is expected to foster the commercialization of a higher rate of innovations with a higher degree of incorporated novelty in relation to competitors. The research provides a scale to evaluate the human resource management from a marketing viewpoint and also analyses the link between internal marketing and SMEs financial performance. A nation-wide sample made up of 163 SMEs was used to test the relations proposed. The results suggest that internal marketing plays a key role in the achievement of a higher innovation capability which leads to higher innovation rates of more innovative products. These internal clients constitute themselves a valuable organizational resource which in turn promote the achievement of better organizational results.