Internal marketing as an agent of change – implementing a new human resource information system for Malaysian Airlines

The first part of this research determines the relationship between ten selected variables andemployees’acceptanceofaplannedchangeinMalaysianAirlines.Thesecondpartdrawsontheoriginal findings to conceptually investigate the potential role, degree and nature of internalmarketing as a positive agent of change. The findings initially determine the causality of theprimary research results. Subsequently and prescriptively, they indicate that ‘perceptionmanagement’ through internal marketing may play a critical role in both the acceptance andthe implementation of change, especially regarding the more professional positions/processesof an organisation. The paper finally develops a provisional prescriptive model of internalmarketing towards organisational change and expands on the practical and managerial implica-tions of the findings. The value of the research lies primarily in its unorthodox introduction of internal marketing as a catalytic agent of organisational change, as well as in its prescriptivemanagerial implications and its innovative contemporary marketing contex