Gestión del conocimiento y orientación al marketing interno en el desarrollo de ventajas competitivas en el sector hotelero

La orientación al marketing interno (OMI) puede constituir una herramienta de gestión del conocimiento de los empleados que permita a las empresas desarrollar una ventaja competitiva en la medida en que genera información, la comunica internamente para terminar ofreciendo una respuesta a sus necesid...

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Published inInvestigaciones europeas de dirección y economía de la empresa Vol. 21; no. 2; pp. 84 - 92
Main Authors Ruizalba Robledo, José Luis, Vallespín Arán, María, Pérez-Aranda, Javier
Format Journal Article
LanguageSpanish
English
Published Elsevier España, S.L.U 01.05.2015
Elsevier
Subjects
Commitment
Competitive advantages
Compromiso
Gestión del conocimiento
Internal marketing orientation
Knowledge management
Orientación al marketing interno
Satisfacción
Satisfaction
Ventaja competitiva
Compromiso
Gestión del conocimiento
Orientación al marketing interno
Ventaja competitiva
Satisfaction
Competitive advantages
Internal marketing orientation
M31
Satisfacción
Knowledge management
Commitment
M10
Online AccessGet full text

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Abstract La orientación al marketing interno (OMI) puede constituir una herramienta de gestión del conocimiento de los empleados que permita a las empresas desarrollar una ventaja competitiva en la medida en que genera información, la comunica internamente para terminar ofreciendo una respuesta a sus necesidades. La OMI, mediante la adecuada gestión del capital humano, facilita competir de forma más efectiva y dar una respuesta ágil a las demandas del mercado. En este estudio se analizan las 3 dimensiones que constituyen la OMI y que suponen una gestión del conocimiento en lo que se refiere a generación de inteligencia sobre las necesidades de los empleados, su comunicación y su posterior respuesta. A continuación se realiza una investigación empírica para analizar el grado de OMI en los hoteles españoles y en la que se identifica una clasificación de 3 grupos diferenciados según dichos niveles. Además, se evidencia a la OMI como fuente de ventaja competitiva, ya que se encuentran mayores niveles de satisfacción laboral y de compromiso organizacional en los grupos con mayor OMI. Internal marketing orientation (IMO) can be used as a tool for managing employees’ knowledge that allows companies to develop a competitive advantage to the extent that generates information, communicates it internally and facilitates to articulate a response to their needs. IMO through proper management of human capital facilitates more effective competition and a more agile response to market demands. This study analyzes the three dimensions that make up IMO and involve knowledge management with regard to gathering intelligence concerning employees’ needs, the transmission of these needs and the subsequent response. Then, an empirical research has been carried out to analyze the IMO in Spanish hotels and it had led to the classification of three clearly defined groups. Moreover, the results indicate IMO as a source of competitive advantage as higher levels of job satisfaction and organizational commitment are found in the groups with higher IMO.
AbstractList Internal marketing orientation (IMO) can be used as a tool for managing employees’ knowledge that allows companies to develop a competitive advantage to the extent that generates information, communicates it internally and facilitates to articulate a response to their needs. IMO through proper management of human capital facilitates more effective competition and a more agile response to market demands. This study analyzes the three dimensions that make up IMO and involve knowledge management with regard to gathering intelligence concerning employees’ needs, the transmission of these needs and the subsequent response. Then, an empirical research has been carried out to analyze the IMO in Spanish hotels and it had led to the classification of three clearly defined groups. Moreover, the results indicate IMO as a source of competitive advantage as higher levels of job satisfaction and organizational commitment are found in the groups with higher IMO. La orientación al marketing interno (OMI) puede constituir una herramienta de gestión del conocimiento de los empleados que permita a las empresas desarrollar una ventaja competitiva en la medida en que genera información, la comunica internamente para terminar ofreciendo una respuesta a sus necesidades. La OMI, mediante la adecuada gestión del capital humano, facilita competir de forma más efectiva y dar una respuesta ágil a las demandas del mercado. En este estudio se analizan las 3 dimensiones que constituyen la OMI y que suponen una gestión del conocimiento en lo que se refiere a generación de inteligencia sobre las necesidades de los empleados, su comunicación y su posterior respuesta. A continuación se realiza una investigación empírica para analizar el grado de OMI en los hoteles españoles y en la que se identifica una clasificación de 3 grupos diferenciados según dichos niveles. Además, se evidencia a la OMI como fuente de ventaja competitiva, ya que se encuentran mayores niveles de satisfacción laboral y de compromiso organizacional en los grupos con mayor OMI.
La orientación al marketing interno (OMI) puede constituir una herramienta de gestión del conocimiento de los empleados que permita a las empresas desarrollar una ventaja competitiva en la medida en que genera información, la comunica internamente para terminar ofreciendo una respuesta a sus necesidades. La OMI, mediante la adecuada gestión del capital humano, facilita competir de forma más efectiva y dar una respuesta ágil a las demandas del mercado. En este estudio se analizan las 3 dimensiones que constituyen la OMI y que suponen una gestión del conocimiento en lo que se refiere a generación de inteligencia sobre las necesidades de los empleados, su comunicación y su posterior respuesta. A continuación se realiza una investigación empírica para analizar el grado de OMI en los hoteles españoles y en la que se identifica una clasificación de 3 grupos diferenciados según dichos niveles. Además, se evidencia a la OMI como fuente de ventaja competitiva, ya que se encuentran mayores niveles de satisfacción laboral y de compromiso organizacional en los grupos con mayor OMI.
La orientación al marketing interno (OMI) puede constituir una herramienta de gestión del conocimiento de los empleados que permita a las empresas desarrollar una ventaja competitiva en la medida en que genera información, la comunica internamente para terminar ofreciendo una respuesta a sus necesidades. La OMI, mediante la adecuada gestión del capital humano, facilita competir de forma más efectiva y dar una respuesta ágil a las demandas del mercado. En este estudio se analizan las 3 dimensiones que constituyen la OMI y que suponen una gestión del conocimiento en lo que se refiere a generación de inteligencia sobre las necesidades de los empleados, su comunicación y su posterior respuesta. A continuación se realiza una investigación empírica para analizar el grado de OMI en los hoteles españoles y en la que se identifica una clasificación de 3 grupos diferenciados según dichos niveles. Además, se evidencia a la OMI como fuente de ventaja competitiva, ya que se encuentran mayores niveles de satisfacción laboral y de compromiso organizacional en los grupos con mayor OMI. Internal marketing orientation (IMO) can be used as a tool for managing employees’ knowledge that allows companies to develop a competitive advantage to the extent that generates information, communicates it internally and facilitates to articulate a response to their needs. IMO through proper management of human capital facilitates more effective competition and a more agile response to market demands. This study analyzes the three dimensions that make up IMO and involve knowledge management with regard to gathering intelligence concerning employees’ needs, the transmission of these needs and the subsequent response. Then, an empirical research has been carried out to analyze the IMO in Spanish hotels and it had led to the classification of three clearly defined groups. Moreover, the results indicate IMO as a source of competitive advantage as higher levels of job satisfaction and organizational commitment are found in the groups with higher IMO.
Author Ruizalba Robledo, José Luis
Vallespín Arán, María
Pérez-Aranda, Javier
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Issue 2
Keywords Compromiso
Gestión del conocimiento
Orientación al marketing interno
Ventaja competitiva
Satisfaction
Competitive advantages
Internal marketing orientation
M31
Satisfacción
Knowledge management
Commitment
M10
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English
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Snippet La orientación al marketing interno (OMI) puede constituir una herramienta de gestión del conocimiento de los empleados que permita a las empresas desarrollar...
Internal marketing orientation (IMO) can be used as a tool for managing employees’ knowledge that allows companies to develop a competitive advantage to the...
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SubjectTerms Commitment
Competitive advantages
Compromiso
Gestión del conocimiento
Internal marketing orientation
Knowledge management
Orientación al marketing interno
Satisfacción
Satisfaction
Ventaja competitiva
Title Gestión del conocimiento y orientación al marketing interno en el desarrollo de ventajas competitivas en el sector hotelero
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