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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.issn1540-6997
dc.identifier.doi10.1080/10495142.2014.934567
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.
dc.description.peerreviewedYes
dc.languageenglish
dc.language.isoeng
dc.publisherRoutledge
dc.relation.ispartofpagefrom23
dc.relation.ispartofpageto47
dc.relation.ispartofissue1
dc.relation.ispartofjournalJournal of Nonprofit and Public Sector Marketing
dc.relation.ispartofvolume27
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode350699
dc.titleThe Critical Role of Internal Marketing in Knowledge Management in Not-for-Profit Organizations
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Marketing
gro.hasfulltextNo Full Text
gro.griffith.authorHume, Craig W.


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