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Strategic orientations and business success: The key role of internal marketing

Strategic Direction

ISSN: 0258-0543

Article publication date: 7 June 2021

Issue publication date: 29 June 2021




This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.


This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.


Strong emphasis on relevant strategic orientations can help firms gain a competitive advantage in sectors like banking where product differentiation is minimal. Employee contribution is vital, so firms should engage in internal marketing activities to increase their organizational commitment and optimize the impact of the strategic approaches used.


The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.



(2021), "Strategic orientations and business success: The key role of internal marketing", Strategic Direction, Vol. 37 No. 6, pp. 5-7.



Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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