Messages from a Cross-Level and the Internal Marketing (IM) Perspective to the Privatization Process
Third International Business Research Conference Proceeding, Melbourne, November 20-22, 2006
8 Pages Posted: 29 Jul 2012
Date Written: November 20-22, 2006
The aim of this research is to examine the applicability of the concept of internal marketing (IM) for managing the particularities of a privatization process within a Thai state-owned enterprise (SOE), Provincial Electricity Authority (PEA) in between year 2004 to 2006.
To address the research objective the following question was posed. How can the concept of internal marketing (IM) be applied in a Thai SOE to create a positive attitude to transformational change during the privatization of the organization? This study was based on a subjective ontology and interpretivist epistemology. This research applied the case study approach to the PEA. A qualitative method for data collection was used. Semi-structured interviews were conducted with people from four different levels of the organization’s hierarchy, these are from the operational, management, senior management, and top management level.
During the PEA’s privatization process there are informed sources and factors that positively impact the process. There were lacks of strategies used in many things in the process, for instance, in information, communication and coordination as well. Moreover, sources of the process were not provided properly. These can bring the process to meet unsuccessful in a long term. Furthermore, there is less evident of using the concept of IM. Therefore, the results from this research can be as a guideline, a signal as well as a strategy in motivating the employees in organizations to create a better understanding of their performance to be more effective in a profit organization.
Keywords: Internal marketing, privatization process, transformational change
JEL Classification: L33
Suggested Citation: Suggested Citation