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This paper aims to understand if, and how, internal communication strategies can promote strategic employee communicative actions such as to disseminate positive information that enhances the company's reputation. These communicative actions sustain the competitive advantage of a company.

This paper is based on interviews with internal communication experts; internal communication managers in ten American and 22 Italian companies. Three focus groups in Italy comprised of internal communication managers, scholars and experts.

Employee communicative actions have been categorized into: exploration, interpretation, sharing and acting. Internal communication strategies enable employees to be effective communicators.

A survey among employees was used to investigate the link between employee communicative actions and internal communication and relationship quality.

Internal communication managers are expected first, to become enablers towards employees and line managers; and second, to facilitate sense-making processes and the quality relationship building.

This article provides empirical evidence of the emerging issues of employee communicative actions and the enablement function of internal communication. It adds a broader and validated range of employee communicative actions to those that had previously been studied, and develops a preliminary inventory of enablement strategies that have been adopted by leading companies.

The purpose of this paper is to understand the phenomena of an employee “being valued” in the context of a manufacturing SME.

A qualitative study using rich data from in-depth interviews following a classical (Glaserian) grounded theory.

A three dimensional concept of authentic pride enablement, altruistically-orientated shared-purpose and servant leadership explained the reasons people felt valued.

The limitations were that this study was in one context

The implications are that if organisations consider a servant leadership approach, enabling of authentic pride and fostering of altruistically-orientated shared-purpose, this may help employees feel valued.

This has implications for how organisations can show their employees that they are valued.

“Being valued” is a concept/construct that is widely quoted as a driver for employee engagement and yet rarely unpacked.

The aim of this chapter is to shed light on a growing phenomenon in communication practice: employees speaking voluntarily for, about or on behalf of their organization, hereafter labelled as corporate ambassadors. The goal of this qualitative study is to analyze the role of corporate ambassadors within an organization and explore the perceived benefits and risks from three perspectives: the communication department, other departments such as marketing or human resources, and corporate ambassadors themselves. The research is based on an interdisciplinary literature review and 25 qualitative in-depth interviews with employees in one large, internationally operating German organization. By combining the theoretical and empirical insights, a conceptual framework that depicts the benefits (e.g., joy, increased trust, positive impact on reputation) and risks (e.g., work stress, lack of integration, loss of quality) of integrating corporate ambassadors into the overall communication of the organization was developed. In addition, this chapter suggests two typologies that help to distinguish between different roles of communication professionals and of corporate ambassadors. The contribution of this study is to lay a groundwork for further discussions about corporate ambassadors in the field of corporate communications. The chapter outlines directions for future research and implications for practice on how the framework can be applied in organizations.

This paper aims to explore the role of employee engagement for competitiveness. In particular, the role of employee communication to create engaging workplaces.

Two field surveys were conducted to assess, which are the most relevant leverages that contribute to create engaging (or disengaging) workplaces in Italy: the first one on a statistical sample of large companies, the second one on a snowball sample of employees.

Italian companies often miss the opportunity to create engaging workplaces and to exploit the potential of employee communication to foster employee engagement.

Further research could focus on a survey on a sample of managers and employees belonging to the same company.

Companies should pursue an inclusive relational approach, using employee communication appropriately.

The study develops and tests a model showing the linkages among managerial approaches and engaging workplace contexts and examines the role of employee communication to foster employee engagement.

The purpose of this paper is to examine the role of managerial strategies in promoting employee brand consistent behavior. Using a recently developed holistic model of behavioral branding, that suggests that a wide array of managerial strategies affects the branding process, this study addresses two specific questions: what communication strategies, in the opinion of managers, sustain employee brand consistent behavior? And what are the most important factors, both contextual and related to their cognitive-emotional states, that employees think affect their brand ambassadorship behavior?

A long-term research program was conducted based on a multiple methods research strategy to answer the two questions. The choice of different methods was mainly based on the specific characteristics of the two targets: communication managers and employees. The first one based on interviews with 32 managers, and the second one based on a case study of a single company.

The results show that enablement-oriented strategies are more effective than communication-oriented strategies in sustaining employee brand builder roles. Weak employee commitment, unsatisfactory external communication, and low levels of motivation are strong contextual factors inhibiting employee attitudes to brand ambassadorship, one of the most relevant employee brand consistent behaviors in competitive contexts. The main practical implication is that companies should engage employees as brand ambassadors, not by means of prescriptions of in-role behavior, but enablement strategies leading to authentic and voluntary behaviors; besides, that companies should put a significant effort in “preparing the soil,” i.e. investing in enhancing employee commitment, level of motivation, and understanding/alignment with the external communication.

The main practical implication is that companies should engage employees as brand ambassadors not by means of in-role behavior prescriptions rather by means of enablement strategies leading to authentic and voluntary behaviors. Besides, managers should invest significant efforts in enhancing employee motivation, commitment, and understanding/alignment to external communication as they represent key factors in sustaining brand ambassadorship behaviors.

The values of the study lies in having highlighted the crucial role of enablement-oriented strategies, and the relevance of specific contextual variables affecting the attitude of employee toward brand consistent behaviors.

This study aims to explore the extent to which internal marketing influences employees’ perceived ability to deliver service quality in the Islamic banking industry in Oman. Additionally, the influence of perceived service quality on perceived customer satisfaction is established.

Data was obtained from retail banking branch employees at the customer front line of Islamic banks in Oman using electronic and person-administered surveys, and 272 responses were deemed suitable for data analysis. The measurement and structural models were measured through structural equation modelling.

The findings show that internal promotion, internal process and internal purpose are enablers of employees’ perceived ability to deliver service quality in the Islamic banking industry of Oman. In addition, service quality was found to have a strong positive influence on perceived customer satisfaction in Islamic banks.

This study demonstrates that internal product, internal price, internal promotion, internal process and internal purpose are influencers of service quality, and the latter has a direct relationship with perceived customer satisfaction in Islamic banking.

The findings can guide the Islamic banking sector in Oman on how internal marketing can foster service quality, ultimately leading to positive perceived customer satisfaction experiences.

The internal marketing mix model is predominately a Western model, which has been tested primarily in mature Western markets. This study reflects on ten internal marketing mix elements, which have been tested for the enablement of service quality and perceived customer satisfaction in Oman.

The purpose of this paper is to accelerate research related to the employee-facets of service management by summarizing current developments in multiple research streams, providing propositions, and articulating new directions for theory and empirical inquiry.

Seven scholars provide short reviews of the core topics and findings from four employee-related research streams – collective turnover, service climate, emotional labor, and occupational stress; and generate propositions to guide future theoretical and empirical work. Four distinguished service scholars – David Bowen, Ray Fisk, Christian Grönroos, and Jochen Wirtz comment upon these research streams and provide future directions for accelerating employee-related research in service management.

All four research-streams yield insights that have the potential to advance service management research. Commentaries from the distinguished scholars further integrate this work with key concerns within service management including technology-enablement, transformative services, and service strategy.

This paper is unique in its scope of coverage of management topics related to service and its aim to promote interdisciplinary dialog between service management scholars and researchers conducting employee-related research relevant to services.

This paper aims to outline and explore the changes chief human resources officers (CHROs) can expect in the digital age, focusing on three distinct categories: inward (changes within the office), outward (changes at the employee/manager level) and across (changes to the organization at large).

This paper carried out a review of digitization’s impact on the CHRO role, an assessment of changes at the employee/manager level and an assessment of changes at the organization-wide level.

Mimicking social media aligns learning and engagement technology with the expectations and working practices of the millennial generation. The HR function, led by the CHRO, may leverage the power of digital technology to gain an advantage over competitors by attracting and retaining top millennial talent. Cloud technology makes available a wealth of easily accessible information, which facilitates far more effective communication between management and employees. Digital provides employees leverage in terms of formulating strategy, decision-making and even leadership. Expect a dramatic increase in plug-and-play digital solutions related to recruitment and talent.

Learning and opinion based on the experience of a talent advisory consultant partnering with CHROs across a broad range of Fortune 500 companies.

The progressive increase in the size of datasets has given life to the so-called big data that provides researchers with the opportunity to extract a greater amount of useful information in many sectors, especially in the tourism industry.

The chapter aims to demonstrate that sustainable tourism (ST) could be particularly favored by using big data and a data-driven approach. Furthermore, as ST appears in line with a new type of responsible entrepreneurship, called Humane Entrepreneurship (HumEnt), this chapter investigates the link between ST and HumEnt and the impact of big data and data-oriented approaches on ST and HumEnt.

The research adopts a qualitative approach, applying the case study technique. The authors conducted ten semi-structured interviews with key informants from a specific form of hospitality: Albergo Diffuso. Findings show the advantages of the data-driven approach to tourism and entrepreneurship highlighting how using data creates new opportunities for decision making in ST and HumEnt.

The purpose of this paper is to examine, explain, predict and guide the processes, mechanisms and outcomes of intrapreneurial behaviour to provide evidence that novelty ecosystems mediate the relationships between generative influence, positive deviance and intrapreneurial behaviour. It also enlightens the capacity of replicating the intrapreneurial best practices.

The study uses an integrated approach of entrepreneurship and complexity theories. Its subjects were full-time designated university employees in the Republic of Kenya. A total number of 244 employees were selected using snowball sampling technique from ten public and private universities in the Kenya. A self-administered questionnaire was used to collect data.

The structural equation modelling path analysis and the bootstrapping results confirmed full mediation of novelty ecosystems in the relationship between generative influence and intrapreneurial behaviour. The findings, further, verified that novelty ecosystems partially mediate the relationship between positive deviance and intrapreneurial behaviour.

Subjective appraisals were used, despite the fact that studied variables are ultimately based on what employees perceive. Future research should generate and include more objective measures.

Intrapreneurial behaviour can only be explained and predicted through novelty ecosystems. University leaders need to fully understand and facilitate novelty ecosystems.

A deeper understanding of the power of generative influence, positive deviance and novelty ecosystems will not be fully realized until researchers devote as much energy and attention to facilitation as has been devoted to conflict.

This study extends existing intrapreneurial research into complexity approach.