Markets and the creation of competitive advantages in companies according to an internal marketing orientation

Abstract

The objective of this study was is to examine the relationship between internal marketing orientation and the creation of competitive advantages and determine whether this is useful in light of the continuous growth in competition. For modern companies, competitive advantage has become a necessary and inevitable prerequisite for their continued survival in the market. Internal marketing policies, which are an element of modern marketing, have, therefore, become a pillar for building and sustaining competitive advantages. However, there is insufficient focus on strategic internal marketing and its impact on a firm’s competitiveness. Indeed, nuanced insights suggest that the competitive advantage of a company can actively increase its financial performance by maintaining and increasing its market share and distinguishing it from its competitors, which is especially useful during highly competitive periods. Finally, this research uses an updated approach to build on the current literature and provide managers with insights into the drivers and outcomes of strategic internal marketing. These insights about internal-marketing-driven competitive advantages suggest that internal marketing can help companies achieve diversification and stability.