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Effect of institutional factors on internal market orientation: a structural analysis

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  • Theophilus Francis Gyepi-Garbrah
  • Emmanuel Selase Asamoah

Abstract

The purpose of this paper was to assess the predictive effect of informal institutional factors on the primary dimensions of internal market orientation. Respondents to the survey were senior executives of public sector organisations in Ghana, and the data was analysed by applying partial least-square approach to structural equation modelling. The findings support the influence of passive cultures, constructive cultures, and 'politics in market-related decision-making', on the primary dimensions of the internal market orientation construct. Thus, the findings provide modest reflection on organisational culture and organisational politics, and expand the stream of research that integrates institutional factors and internal market orientation. This study also provides some insights into application of internal marketing for efficient management of the public sector. Further, this research justifies the development of an all-encompassing instrument that reflects informal institutional factors, for a holistic measurement of internal market orientation of an organisation.

Suggested Citation

  • Theophilus Francis Gyepi-Garbrah & Emmanuel Selase Asamoah, 2017. "Effect of institutional factors on internal market orientation: a structural analysis," International Journal of Management Concepts and Philosophy, Inderscience Enterprises Ltd, vol. 10(1), pages 73-98.
    • Handle: RePEc:ids:ijmcph:v:10:y:2017:i:1:p:73-98
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