TY  - JOUR
AB  - Purpose The concept of “internal marketing” (IM) has gained the attention of researchers over the past three decades. Though a lot of research has been carried out on this topic, it remains a concept yet to be completely understood and captured, with ambiguity in terms of its definition and scope. The purpose of this paper is to utilise the higher education (HE) context in an emerging country, United Arab Emirates (UAE), to argue that the term “IM” needs more unbundling and hence the authors propose an enriched framework with a renewed and relevant identity, which the authors term as “corporate fusion” (CF).Design/methodology/approach The authors do so with a renewed framework and philosophy that tries to capture new constructs and dimensions of IM in line with the emerging corporate milieu and has been applied to the HE sector of the UAE in this paper.Findings The proposed new conceptual framework identifies a CF philosophy building on the existing literature and captures the essence of IM orientation, albeit with its new constructs, dimensions and justifications. Furthermore, the authors argue that this new model is relevant to the contemporary environmental trends surrounding present day HE organisations, more so ever in emerging markets such as the UAE, given their growth needs in a competitive global marketplace.Originality/value In this paper, the authors take a close introspection at the contemporary role of IM in the HE landscape available in the UAE using a renewed framework titled “Corporate Fusion”.
VL  - 33
IS  - 1
SN  - 0951-354X
DO  - 10.1108/IJEM-02-2018-0043
UR  - https://doi.org/10.1108/IJEM-02-2018-0043
AU  - Vel Prakash
AU  - Shah Aakash
AU  - Mathur Sunita
AU  - Pereira Vijay
PY  - 2019
Y1  - 2019/01/01
TI  - Internal marketing in a higher education context – towards an enriched framework
T2  - International Journal of Educational Management
PB  - Emerald Publishing Limited
SP  - 5
EP  - 27
Y2  - 2024/04/18
ER  -