Use of internal marketing in legitimation of individual performance targets
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2023-06-28
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en
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Abstract
This qualitative research project investigates the use of internal marketing in legitimation of individual performance targets. The study considers how individual performance targets can be legitimized through internal marketing in the absence of financial incentives. Empirical evidence is drawn from a case study conducted at a leading commercial bank in Finland. The data is collected from interviews with employees and management. The study fills a gap in the literature as legitimacy judgements at the individual level lack sufficient research. The findings show that a multifaceted approach to internal marketing that goes beyond direct communication is necessary for desirable outcomes. A focus on facilitating meaningfulness in work is also shown to have an impact. Prior research on similar topics stated a need for further qualitative research in varying organizational settings. This paper not only contributes to the literature by providing evidence from a new environment but also provides practical advice for managers in financial institutions.
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Faculteit der Managementwetenschappen