Overview
Topic status: We're looking for students to study this topic.
Successful knowledge-based and service-oriented organizations develop cultures that view the value proposition to external customers as paramount. Internal marketing has arisen as a way for organizations to ensure that they have the competent, informed and motivated employees necessary to ensure successful co-creation of value. However, in an increasingly dynamic marketplace organizations must also innovate to remain relevant. Designing new services is a complex matter; it involves modifying the resources of the firm, and in particular the skills and behaviours of employees to take advantage of opportunities in the market. Successful service innovation cannot therefore be achieved without due consideration of the workforce.
This thesis will explore the challenges that dynamic service environments presents to organizations and the role that internal marketing can play in business models that support service innovation.
This project is ideal for a candidate with a keen interest in services marketing and management. The candidate should have a strong background in data processing and statistical analysis, good communication and collaborative skills.
- Study level
- PhD
- Supervisors
- QUT
- Organisational unit
QUT Business School
- Research area
- Keywords
- Internal Marketing , Services Marketing, Service Innovation, Marketing
- Contact
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For more information, contact Professor Ian Lings.
Professor Ian Lings
