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

Authors: Theophilus Francis Gyepi-Garbrah; Emmanuel Selase Asamoah

Addresses: Council for Scientific and Industrial Research (CSIR), P.O. Box M32, Accra, Ghana ' Department of Business Administration, University of Professional Studies, P.O. Box LG 149, Accra, Ghana

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.

Keywords: internal market orientation; IMO; internal marketing; institutional factors; structural equation modelling; SEM; public sector organisations; PSO; organisational culture; organisational politics; marketing-related decision making; Ghana; partial least squares; PLS; passive culture; constructive culture.

DOI: 10.1504/IJMCP.2017.082001

International Journal of Management Concepts and Philosophy, 2017 Vol.10 No.1, pp.73 - 98

Received: 06 Aug 2015
Accepted: 08 Jun 2016
Published online: 31 Jan 2017 *

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