Investigating internal market orientation: is context relevant?

Purpose Through undertaking qualitative research within different industrial contexts, the study aims to address the following: How do practitioners in non-service organisations interpret internal market orientation (IMO); How is IMO practiced within an eastern cultural context; and What are the outcomes of its implementation? Design/methodology/approach The study examines three organisations from three different industries and draws on nine in-depth interviews with people across various levels within each organisation. Findings The study reveals that: a) senior management commitment should be included in the design of IMO at the strategic level; b) effective responsiveness to internal information collected is crucial to its success; c) creative ways to meet internal customers' needs and expectations are contextualised; and d) cultural nuances need to be considered when applying IMO. Originality/value This study contributes to the literature by developing a framework to signal the importance of IMO as a facilitator for better firm communication and performance. Contextualised IMO practices from the cases may shed further light on specific best practice.