مشخصات مقاله:
عنوان فارسی مقاله:
تأثیرات استراتژی های بازاریابی داخلی بر فرهنگ سازمانی مدارس دولتی متوسطه
عنوان انگلیسی مقاله:
The effects of internal marketing strategies on the organizational culture of secondary public schools
کلمات کلیدی مقاله:
فرهنگ سازمانی، آموزش عمومی متوسطه، بازاریابی داخلی، مدیریت منابع انسانی
مناسب برای رشته های دانشگاهی زیر:
مدیریت
مناسب برای گرایش های دانشگاهی زیر:
بازاریابی، مدیریت بازرگانی، مدیریت کسب و کار
وضعیت مقاله انگلیسی و ترجمه:
مقاله انگلیسی را میتوانید به صورت رایگان با فرمت PDF با کلیک بر روی دکمه آبی، دانلود نمایید. برای ثبت سفارش ترجمه نیز روی دکلمه قرمز رنگ کلیک نمایید. سفارش ترجمه نیازمند زمان بوده و ترجمه این مقاله آماده نمیباشد و پس از اتمام ترجمه، فایل ورد تایپ شده قابل دانلود خواهد بود.
فهرست مطالب:
Keywords
1. Introduction
2. Theoretical framework
2.1. Internal marketing (IM) defined
2.2. Organizational culture defined
2.3. Conceptual model
3. Method
3.1. Sample and data collection
3.2. Methodology
4. Results
4.1. Data analysis
5. Discussion
6. Conclusion
Appendix A. Supplementary data
References
قسمتی از مقاله انگلیسی:
1. Introduction
The challenge for any educational institution is to achieve school effectiveness; therefore, its leaders should acknowledge that in order to achieve this, it is necessary first to understand its organizational culture and if needed to reconfigure it (Millan, Kastanis, & Fahara, 2014). Culture is the collective programming of the mind which distinguishes the members of one group or society from those of another. It consists of the patterns of thinking that parents transfer to their children, teachers to their students, friends to their friends, leaders to their followers and followers to their leaders. It is therefore impossible to coordinate the actions of people without a deep understanding of their values, beliefs and expressions (Hofstede (1984), p.82). Understanding the culture, results in understanding the organization (Schein, 1988). Papasolomou and Vrontis (2006) argue that Internal Marketing (IM) through its emphasis on ‘internal customers’ creates a people oriented culture that creates the foundation for building a strong corporate service brand. In fact, the generally accepted view of IM is that it is concerned with creating, developing and maintaining an internal service culture and orientation, which in turn assists and supports the organization in the achievement of its goals. In this study, the relationship between Internal Marketing (IM) strategies and Organizational Culture in public secondary schools is investigated and the extent that the existence of IM strategies in the public schools affects their organizational culture is examined. Based on extensive literature review and the marketing mix suggested by Rafiq and Ahmed (1993), various IM strategies have been tested in the public schools to assess their existence and influence on the public schools’ organizational culture. At the same time the variables used for the public school’s organizational culture have also been extracted from literature and are based on the Competing Values Framework (CVF), the Learning culture and Hofstede’s dimensions of culture: Individualism Vs Collectivism and Uncertainty Avoidance. The uniqueness of this study is the testing of IM strategies on the organizational culture of the secondary public schools using SEM research methodology where analysis of data is done through AMOS 21 software. Thus, the two research questions addressed in this paper are:
(1) To investigate the extent of application of IM strategies in public secondary education.
(2) To examine the influence that IM strategies have on the public schools’ Organizational culture.