Ritualized retail events and brand-centric employee culture

Abstract

Purpose This study aims to explore how the ideal employee effects of internal marketing are created and sustained. It aims to reveal the role that outbound marketing activities play in the reproduction of a brand-centric employee culture. Design/methodology/approach From an organizational ritual perspective, this study conducts a qualitative study of a Chinese department store’s anniversary celebration, which is a multi-day annual sales event. Data were collected through in-depth interviews, supplemented with corporate documents and field observation. Findings This study reveals that the focal event remains a success because the well-managed coordination of its onstage and backstage activities serves to reproduce an employee culture of espousing and voluntarily enacting corporately mandated role norms, values and beliefs. Practical implications For the management of retail events with the aim of building organizational culture, this study points to the importance of emphasizing the symbolism of the sales promotion aspects of an event and paying as much attention to employees’ backstage experiences as to the public execution of a consumer event. Originality/value This study shows that external marketing could set the stage for internal marketing, with the ideal effects of internal marketing actually constructed and institutionalized during activities and procedures comprising outbound marketing. This suggests that a more nuanced view of the practice of internal marketing is warranted.