| Abstract [eng] |
Internal marketing is approached to as the key and critical factor influencing success of the external marketing, because thanks to the employees and internal environment, the companies can better satisfy expectations of the users as well as current and prospective partners. In this case we can think about implementation and development of business partnership by using coherence between marketing and relationship marketing and efficient implementation of motivation, screening and promotion or employees and planning within the organization. Partnership primarily requires not only flexible, strong and continuous relationship, which is a key factor for beneficial cooperation, but also constant linkage of the both partners’ know-how, competence, successful motivation, and search for new partners to obtain competitive advantage against other companies. Therefore, the present article reveals innovative approach to business partnership development by employing elements of the relations and internal marketing. Besides, the article proposes a presumptive multi-criteria model. Subject matter of the paper is business partnership. The aim of the paper is the development of hypothetical business partnership development model based on the internal marketing after analyzing theoretical aspects of business partnership and internal marketing and after carrying out identification of their coherence. Research methods applied in the paper are: analysis of scientific literature; questionnaire; interview researches; content analysis. Research tasks of the paper are as follows: to analyze conceptual basis for the partnership and internal marketing; to reveal the role of the internal marketing and what is its influence on the partnership relationships; to develop the model of business partnership development based on the internal marketing; to apply business partnership development based on the internal marketing hypothetical modelo for real company JSC “Bioprojektas”. The main research was made in JSC „Bioprojektas“ and in JSC „Eternit Akmenė“. After the researche was solved the influence of internal marketing elements to business partnership. Different internal marketing elements influencing business partnership by different level. The most important element in partnership building is the material motivation of the employees. And the less importnat elements are immaterial motivation, employees involvement and spirito f team working. This paper consists of introduction, three parts, conclusions, and annexes. There are 89 pages, including 12 tables, 44 pictures and 39 annex. The list of applied literature consists of 94 sources of information. |
