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Lookup NU author(s): Dr Qionglei YuORCiD
This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
The present study examines the Internal Market Orientation (IMO) concept and its impact on corporate social and business purpose fulfillment. Recognizing employees as pivotal assets, businesses increasingly integrate IMO into their Human Resource Management (HRM) strategies. In this vein, this study positions IMO as a complex internal marketing concept influencing job satisfaction and, subsequently, fulfilling both corporate social and business purposes. To achieve the posed aim, this research employs an empirical quantitative approach and causal study by developing an original theoretical framework, positing seven research hypotheses and surveying 405 employees in business organizations operating in Eastern Europe with an application of the recognized PLS-SEM technique for model validation and hypothesis testing. The findings stemming from this study corroborate the positive effects of IMO implementation on fulfilling an organization's corporate and business purposes. However, this study has not evinced a positive impact of the corporate social purpose fulfillment on accomplishing the organization's business purpose. These and other findings revealed by the present research have significant implications for marketing, HRM, and strategic management literature. On top of that, this research generates valuable insights and recommendations for managers aiming to align HRM strategies with social and business purposes through deploying the IMO concept in their organizations.
Author(s): Hu X, Yu Q, Choudrie J
Publication type: Article
Publication status: Published
Journal: Journal of Strategic Marketing
Year: 2025
Volume: 33
Issue: 8
Pages: 1036-1059
Online publication date: 26/09/2025
Acceptance date: 11/09/2025
Date deposited: 13/09/2025
ISSN (print): 0965-254X
ISSN (electronic): 1466-4488
Publisher: Routledge
URL: https://doi.org/10.1080/0965254X.2025.2561659
DOI: 10.1080/0965254X.2025.2561659
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