Driving Innovation Through Internal Marketing Initiatives: Challenges and Best Practices

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


This chapter examines the pivotal role of internal marketing (IM) in fostering marketing innovation within organizations. The chapter identifies challenges faced in IM implementation, including employee reluctance to change, communication gaps, resource limitations, and cultural barriers within organizations. Best practices to mitigate these challenges are then discussed, in the form of facilitators that can support and enable IM implementation. Examples include effective leadership, active staff engagement, proficient communication, training and development, collaborative efforts, and appropriate resource allocation. A practical framework is provided, addressing the main challenges that can occur when implementing IM initiatives, and tending approaches to mitigate the issues. The link with innovation is constantly presented throughout the chapter, which contributes to the IM literature by offering a nuanced understanding of its challenges and best practices, emphasizing IM's role in promoting a culture of innovation and improved organizational performance.
Original languageEnglish
Title of host publicationMarketing Innovation Strategies and Consumer Behavior
EditorsBelem Barbosa
PublisherIGI Global
Number of pages29
ISBN (Electronic)9798369341964
ISBN (Print)9798369349977, 9798369341957
Publication statusPublished - 5 Apr 2024


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