Title: Internal marketing orientation and knowledge management process in individual competence enrichment: PLS-SEM modelling in Indian higher education scenario

Authors: Shiva Rani; Elangbam Binodini Devi; Manoj Kumar

Addresses: Department of Business Management, Hemvati Nandan Bahuguna Garhwal University (A Central University), Srinagar, Chauras Campus, Uttarakhand 249161, India ' School of Management, Hemvati Nandan Bahuguna Garhwal University (A Central University), Srinagar, Uttarakhand, India ' School of Management, Hemvati Nandan Bahuguna Garhwal University (A Central University), Srinagar, Uttarakhand, India

Abstract: Knowledge-driven organisations like academic institutions are rationally involved in learning and knowledge creation with the ultimate aim of academic as well as individual excellence through individual competency enrichment. Meanwhile, the research study aims to investigate the PLS-SEM structural model based on 357 research and knowledge workers by path confirmation via internal marking (IM) and knowledge management process (KMP) on individual competency (IC) in Indian higher education institutions (HEIs) context; the SmartPLS-SEM modelling was performed. The findings of this study are that IM has a significant but weak relation with the KM process because some sub-hypotheses were not significantly reported or rejected, but KMP has strong positive significance on IC. Based on our research findings, reinforce the higher academic institutions' employees or research workers and assist the academic leaders and administrators in IC enrichment. Later on, limitations and future research directions were mentioned.

Keywords: internal marketing; knowledge management process; higher education institutions; individual competency; PLS-SEM modelling.

DOI: 10.1504/IJBEX.2025.146593

International Journal of Business Excellence, 2025 Vol.36 No.2, pp.201 - 224

Received: 21 May 2021
Accepted: 21 Jul 2021
Published online: 06 Jun 2025 *

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