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Organizational Homoeostasis: A Role for Internal Marketing

Management Decision

ISSN: 0025-1747

Article publication date: 1 February 1992

Abstract

Describes organizational‐organismic parallels in the context of the “natural need” for internal marketing. The need for internal marketing, especially within service organizations, is commonly recognized, but its implementation is considerably more difficult than its planning. Attitude barriers (unreceptiveness to marketing philosophy) may exist even in the higher levels of management, where they are potentially more difficult to change, yet changing them will have the greatest effect on the organization. Suggests that one strong argument which could be used is the organismic metaphor, which draws parallels between organizations and organisms.

Keywords

Citation

Mitchell, V.W. (1992), "Organizational Homoeostasis: A Role for Internal Marketing", Management Decision, Vol. 30 No. 2. https://doi.org/10.1108/00251749210011133

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited