Internes Marketing und Unternehmenskultur

The conditions in the sales markets have changed significantly in recent years due to increasing competitive pressure, growing customer demands, and advancing globalization. Companies can only survive in the long term by consistently focusing on customer needs and sustainably building competitive advantages. However, to positively influence a company's market orientation, the employees of the respective organization must be placed at the center of all efforts. While the actual corporate goals are customer satisfaction and loyalty, as well as a strong position against competitors, these goals can only be achieved through the employees themselves. Influencing employee behavior with the aim of increasing market orientation can be pursued through various means.