Internal marketing as part of Case Company X's operations
Laine, Niina (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202501211746
https://urn.fi/URN:NBN:fi:amk-202501211746
Tiivistelmä
Internal marketing plays a crucial role in modern organizations as it fosters employee engagement, enhance motivation, and aligns internal processes with external customer satisfaction. In today’s competitive business environment, effective internal marketing strategies are essential for creating a positive workplace culture, improving communication, and building trust between employees and leadership. Despite is significance, internal marketing remains and underutilized concept in many organizations, highlighting the need for further exploration and practical implementation.
The objective of this thesis was to examine the current state of internal marketing at the case company and evaluate its impact on employee engagement, satisfaction and motivation. The study also aimed to identify areas for development and provide actionable recommendations to optimize internal marketing practices. A qualitative and qualitative research method was employed, focusing on surveys conducted with the Finnish and Swedish sales teams.
The results demonstrated that internal marketing significantly influences employee engagement and satisfaction, although notable areas for improvement were identified. Key findings highlighted challenges in organizational communication, leadership practices, and insufficient incentive systems. The Finnish sales team emphasized the need for clearer and more consistent communication, while the Swedish team underscored the importance of transparency on organizational changes. Both teams recognized the value of strengthening team spirit and fostering interdepartmental collaboration.
Based on the findings, the study proposed practical recommendations, such as centralizing communication platforms, organizing regular strategy meetings, improving leadership training, and enhancing team-building initiatives. These actions aim to create a more cohesive and engaging workplace culture.
This thesis underscores the significance of internal marketing as a critical factor in organizational success. The findings provide valuable insights and actionable suggestions for companies to improve employee well-being, engagement, and overall job satisfaction.
The objective of this thesis was to examine the current state of internal marketing at the case company and evaluate its impact on employee engagement, satisfaction and motivation. The study also aimed to identify areas for development and provide actionable recommendations to optimize internal marketing practices. A qualitative and qualitative research method was employed, focusing on surveys conducted with the Finnish and Swedish sales teams.
The results demonstrated that internal marketing significantly influences employee engagement and satisfaction, although notable areas for improvement were identified. Key findings highlighted challenges in organizational communication, leadership practices, and insufficient incentive systems. The Finnish sales team emphasized the need for clearer and more consistent communication, while the Swedish team underscored the importance of transparency on organizational changes. Both teams recognized the value of strengthening team spirit and fostering interdepartmental collaboration.
Based on the findings, the study proposed practical recommendations, such as centralizing communication platforms, organizing regular strategy meetings, improving leadership training, and enhancing team-building initiatives. These actions aim to create a more cohesive and engaging workplace culture.
This thesis underscores the significance of internal marketing as a critical factor in organizational success. The findings provide valuable insights and actionable suggestions for companies to improve employee well-being, engagement, and overall job satisfaction.