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

See all articles by Ousanee Sawagvudcharee

Ousanee Sawagvudcharee

Center for Creating Coherent Change and Knowledge

Renate Buber

affiliation not provided to SSRN

Judith Young

affiliation not provided to SSRN

Date Written: November 20-22, 2006

Abstract

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

Sawagvudcharee, Ousanee and Buber, Renate and Young, Judith, Messages from a Cross-Level and the Internal Marketing (IM) Perspective to the Privatization Process (November 20-22, 2006). Third International Business Research Conference Proceeding, Melbourne, November 20-22, 2006 . Available at SSRN: https://ssrn.com/abstract=2119136

Ousanee Sawagvudcharee (Contact Author)

Center for Creating Coherent Change and Knowledge ( email )

Liverpool John Moores University
Liverpool, Liverpool
United Kingdom

Renate Buber

affiliation not provided to SSRN

Judith Young

affiliation not provided to SSRN

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
33
Abstract Views
376
PlumX Metrics