أثر تبني التسويق الداخلي في اختيار إستراتيجية إدارة المعرفة
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Date
2017-12
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Publisher
Université de M'sila
Abstract
This study aimed to investigated the impact of internal marketing in the adoption of
knowledge management strategy at Guedila Enterprise-Biskra. The researcher used a questionnaire
which distributed to 151 employees and she analysed the data through SPSS program, the study found
that the Guedila Enterprise adopts the philosophy of internal marketing through thier dimensions
(customer orientation, the functional inegration, employees development, and internal
communication) and it was adopt a clear strategy for knowledge management, also the resultd assured
that the internal marketing through thier dimensions employee development and internal
communication have a positive direct effect on both human oriented strategy for knowledge
management and the dynamic strategy for knowledge management, and the internal marketing in term
of cusomer orientation, employees development, and internal communication have a positve direct
effect on system oriented strategy for knowledge management. The explanations and
recommendations are also proposed.
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Keywords
internal marketing, customer orientation, functional integration, employees development, internal communication.