Internal Market Orientation and strategy implementation

Managing People within organisations is a complex and intricate challenge that goes beyond organizational theories and Human Resource Management departments. For this reason, much insight can be gained from complementing the mainstream trends with other research fields. Following this premise, this Chapter shall approach People’s Management issues by focusing on the role Internal Marketing Orientation (IMO) as a key element that contribute to link the strategy design and its implementation. Internal Marketing and in particular IMO is an emerging paradigm that enables organisations to focus on the needs and wants of their employees by defining them as primary internal clients. To have the right people in the right job is crucial. Hence the importance of strategic design and implementation when considering Internal Marketing and when managing people within organizational settings. These concepts are interdependent and should not be seen within functional or separate organizational and research silos. Consequently, in order to be successful, any decided strategic direction must rely first and foremost on the alignment of its employees with its vision, mission and overall corporate objectives: ultimately with its business model. This focus on internal clients, through the alignment of goals and expectations, is what mainly makes possible the delivering of the promise of value offered by companies and organizations and influences not only the management of human capital but also the management of knowledge within organizational boundaries. In doing so, it has been empirically analyzed how IMO contributes to improve job satisfaction and employees’ commitment and therefore, the external market orientation and the satisfaction of final customers

Adopting the concept of business models in public management

The aim of the chapter is to propose the principles of adopting the concept of business models in public management. The scope of the work includes the specific principles of business management and public management, examined in terms of integrating the attributes of public organizations that ensure they achieve appropriate functionality. The result of scientific reflections is an attempt to design the canvas of the public organization business model based on an analogy taken from business management for the conceptualization and operationalization of the specific key attributes of the public organization business model. The justifiability of adopting the concept of a business model in the theory and practice of public organization functioning will be illustrated by the solutions used in local units of public employment services in Poland