Internal Marketing to face the "new normal" workplace challenges: Organizational Agility as a booster

Internal Marketing to face the "new normal" workplace challenges: Organizational Agility as a booster

The purpose of this research is to identify the new challenges and opportunities that companies had faced due to the radical transformation of work schemes during the COVID-19 contingency. During this environment of uncertainty and change, we look for an understanding of how organizational agility h...

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Main Authors: Ortiz Alvarado, Nancy Berenice, Guerra Leal, Eva María
Format: Online
Language:spa
Published: ACACIA A.C. 2022
Online Access:https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/314
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spelling oai:ojs.pkp.sfu.ca:article-3142022-11-03T17:21:20Z Internal Marketing to face the "new normal" workplace challenges: Organizational Agility as a booster Mercadotecnia Interna para enfrentar la “nueva normalidad” en los centros de trabajo: Agilidad Organizacional como refuerzo Ortiz Alvarado, Nancy Berenice Guerra Leal, Eva María Mercadotecnia Interna Agilidad Organizacional COVID-19 Internal Marketing Organizational Agility COVID-19 The purpose of this research is to identify the new challenges and opportunities that companies had faced due to the radical transformation of work schemes during the COVID-19 contingency. During this environment of uncertainty and change, we look for an understanding of how organizational agility has helped companies to implement key Internal Marketing strategies to cope with such challenges, being able to differentiate between “brilliant improvisation” and a repeatable capability to be prepared for a future crisis or environmental challenging scenarios. This paper presents a proposed model that analyzes two relevant research gaps: 1) The relationship between Internal Marketing and Organizational Agility, and 2) The challenges of Internal Marketing inside an organization derived from an external crisis (COVID-19). Eight semi‐structured long interviews, focused on understanding the employer's perspective, were developed with CEOs of SMEs in various industries in Mexico. The findings suggest five main challenges to enable Internal Marketing strategies through organizational agility: 1) communication 2) emotional well-being, 3) safety, 4) empowerment, and 5) digital tools management. El objetivo de esta investigación es identificar los nuevos retos y oportunidades que las empresas han enfrentado debido a la radical transformación en los esquemas de trabajo durante la contingencia de COVID-19. Durante un entorno de incertidumbre y cambio, buscamos una comprensión de cómo la agilidad organizacional ha ayudado a las empresas a implementar estrategias clave de Mercadotecnia Interna para hacer frente a tales desafíos, y diferenciar entre lo que es una "improvisación brillante" y una reiterada capacidad para estar preparados para una crisis futura o escenarios desafiantes en el entorno. Este artículo presenta una propuesta de modelo conceptual que analiza dos brechas de investigación relevantes: 1) La relación entre Mercadotecnia Interna y Agilidad Organizacional, y 2) Los desafíos de la Mercadotecnia Interna al interior de una organización, derivados de una crisis externa (COVID-19). Se desarrollaron ocho entrevistas semiestructuradas con directores generales de PYMES en diversas industrias en México enfocadas en comprender la perspectiva del empleador. Los hallazgos sugieren cinco principales retos para viabilizar estrategias de Mercadotecnia Interna a través de la agilidad organizacional: 1) comunicación 2) bienestar emocional, 3) seguridad, 4) empoderamiento y 5) manejo de herramientas digitales. ACACIA A.C. 2022-11-03 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf text/html https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/314 10.46443/catyp.v18i2.314 Ciencias Administrativas. Teoría y Praxis; Vol. 18 No. 2 (2022): JULIO - DICIEMBRE; 85 - 96 Ciencias Administrativas. Teoría y Praxis; Vol. 18 Núm. 2 (2022): JULIO - DICIEMBRE; 85 - 96 2683-1465 2683-1457 spa https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/314/363 https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/314/364 http://creativecommons.org/licenses/by-nc-nd/4.0
institution CIENCIAS ADMINISTRATIVAS
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language spa
format Online
author Ortiz Alvarado, Nancy Berenice
Guerra Leal, Eva María
spellingShingle Ortiz Alvarado, Nancy Berenice
Guerra Leal, Eva María
Internal Marketing to face the "new normal" workplace challenges: Organizational Agility as a booster
author_facet Ortiz Alvarado, Nancy Berenice
Guerra Leal, Eva María
author_sort Ortiz Alvarado, Nancy Berenice
title Internal Marketing to face the "new normal" workplace challenges: Organizational Agility as a booster
title_short Internal Marketing to face the "new normal" workplace challenges: Organizational Agility as a booster
title_full Internal Marketing to face the "new normal" workplace challenges: Organizational Agility as a booster
title_fullStr Internal Marketing to face the "new normal" workplace challenges: Organizational Agility as a booster
title_full_unstemmed Internal Marketing to face the "new normal" workplace challenges: Organizational Agility as a booster
title_sort internal marketing to face the "new normal" workplace challenges: organizational agility as a booster
description The purpose of this research is to identify the new challenges and opportunities that companies had faced due to the radical transformation of work schemes during the COVID-19 contingency. During this environment of uncertainty and change, we look for an understanding of how organizational agility has helped companies to implement key Internal Marketing strategies to cope with such challenges, being able to differentiate between “brilliant improvisation” and a repeatable capability to be prepared for a future crisis or environmental challenging scenarios. This paper presents a proposed model that analyzes two relevant research gaps: 1) The relationship between Internal Marketing and Organizational Agility, and 2) The challenges of Internal Marketing inside an organization derived from an external crisis (COVID-19). Eight semi‐structured long interviews, focused on understanding the employer's perspective, were developed with CEOs of SMEs in various industries in Mexico. The findings suggest five main challenges to enable Internal Marketing strategies through organizational agility: 1) communication 2) emotional well-being, 3) safety, 4) empowerment, and 5) digital tools management.
publisher ACACIA A.C.
publishDate 2022
url https://cienciasadmvastyp.uat.edu.mx/index.php/ACACIA/article/view/314
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AT guerralealevamaria mercadotecniainternaparaenfrentarlanuevanormalidadenloscentrosdetrabajoagilidadorganizacionalcomorefuerzo
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