Integrated market-related internal communication: development of the construct
David Jimenez-Castillo and Manuel Sanchez-Perez
University of Almeria
Introduction
A major concern for firms is how to take advantage of the market information they collect. In reaching this purpose, the role of individual employees is essential since they are the recipients of this knowledge and the cornerstone for generating a profitable response to market conditions. Clearly, the mere acquisition of market information does not ensure that employees recognise new opportunities in markets and transform market information into marketable concepts, but it also depends on the firm’s capability to disseminate this...