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dc.contributor.authorHume, Craig
dc.contributor.authorHume, Margee
dc.date.accessioned2019-03-11T23:32:22Z
dc.date.available2019-03-11T23:32:22Z
dc.date.issued2015
dc.identifier.issn1540-6997en_US
dc.identifier.doi10.1080/10495142.2014.934567en_US
dc.identifier.urihttp://hdl.handle.net/10072/141064
dc.description.abstractAustralian not-for-profit (NFP) organizations are knowledge-intensive enterprises, but most struggle with knowledge management (KM), while at the same time identifying it as an increasingly important activity they must improve for an increasingly competitive and demanding environment. Replicating “corporate” best KM practices is often misaligned with NFPs’ unique cultures, finances, operations, and missions. This article advances previous work presented in this journal and highlights the importance of internal management practices as vital for success. This article draws from NFP research in knowledge and explores a key enabler (internal marketing) that has been overlooked for building a critical link between NFP staff/volunteers and the organization for building and sustaining KM in an NFP environment. Using in-depth interviewing (32 interviews) and an online survey (179 respondents), this article examines the elements of internal marketing’s benefit/value propositions to staff and the importance of personal relevance. Further, the article also explores the value of socialization strategies (such as communities of practice) as effective internal marketing channels.en_US
dc.description.peerreviewedYesen_US
dc.languageenglishen_US
dc.publisherRoutledgeen_US
dc.relation.ispartofpagefrom23en_US
dc.relation.ispartofpageto47en_US
dc.relation.ispartofissue1en_US
dc.relation.ispartofjournalJournal of Nonprofit and Public Sector Marketingen_US
dc.relation.ispartofvolume27en_US
dc.subject.fieldofresearchMarketing not elsewhere classifieden_US
dc.subject.fieldofresearchcode150599en_US
dc.titleThe Critical Role of Internal Marketing in Knowledge Management in Not-for-Profit Organizationsen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.hasfulltextNo Full Text
gro.griffith.authorHume, Craig W.


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