Interpretive structural computational model (ISM) for identifying and classifying internal marketing management indicators

Subject Areas : business management

Mohammadreza Dorrani ¹ ( Department of Business Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran )
Farshid Namamian ² ( Department of Business Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran )

Received: 2021-05-31 Accepted : 2021-07-26 Published : 2021-09-23

Keywords: Service Quality, strategic management, internal marketing, Competitive Capability, Structural-Interpretive Model (ISM),

Abstract :

The present study is aimed at identifying environmental and effective factors, internal strengths and weaknesses of the organization in order to implement the performance and ability of internal marketing on organizational and professional consequences in the Digital Development Industries (Private Joint Stock Company). In this regard, descriptive-survey approaches and structural-interpretive model have been used to determine the organizational marketing management strategy, due to which environmental factors involved in the organization including material motivational factors, intangible motivational factors, environmental factors, appropriate tools and equipment, knowledge. And the expertise of personnel and managers, support and optimization, vision and organizational foresight have been identified. These factors have been prepared as input to the ISM model in the form of structural self-interaction matrices, achievements, and have been used to estimate the influence-dependency power diagram. The modeling results show that the material motivation factor has the most important effect on prioritization over other identified factors