An application of internal marketing for sustainable competitive advantage in Johannesburg construction firms

Abstract

The concept of internal marketing has received much attention from researchers and academics alike. This study, therefore, investigated internal marketing as a strategy to achieve sustainable competitive advantage in the construction industry. The research was based on a quantitative approach, which involved a sample of 260 construction managers who participated through a kwiksurvey online questionnaire link. The research instrument measured internal marketing dimensions, which include internal communication, employee empowerment, inter-functional coordination, employee training and development and organisation commitment against sustainable competitive advantage. Data analysis techniques comprised of structural equation modelling which focused on confirmatory factor analysis to confirm conceptual relations and causal relations between each internal marketing element. This research thereby contributes to the existing literature on internal marketing and the attainment of a sustainable competitive advantage by organisations. Managerial implications were presented and future research direction was proposed.