With the rise in calls for the democratizing of the workplace and for greater entrepreneurship and innovation in work roles, the concept of internal marketing has achieved some prominence as a mechanism, especially for service firms. Considers the possibility that women may be “natural” internal marketers and that, when they establish and dominate the culture of a business enterprise, this may make for more cohesive organizational arrangements and hence more successful business. Introduces a framework for operating a parallel or collateral organization which focuses on development and improvement and considers its implications for management style. Examines characteristics of the male and female character structure to see how they might impact on communication and management style. Concludes that female managers will be characteristically more at home with the requirements of a marketized enterprise and that this can be of positive benefit to the “health” of members’ working relationships and of overall corporate performance.
Freeman, S. and Varey, R. (1997), "Women communicators in the workplace: natural born marketers?", Marketing Intelligence & Planning, Vol. 15 No. 7, pp. 318-324. https://doi.org/10.1108/02634509710193163Download as .RIS
MCB UP Ltd
Copyright © 1997, MCB UP Limited