Revisiting Internal Market Orientation in family firms

Abstract

The present conceptual paper depicts Internal Market Orientation (IMO) theory development conceptualization with a contemplation of new conditions, realities and technologies available to modern businesses in service industries. Based on the results of a conceptual study, this study proposes a novel IMO framework which reflects the noted global changes that affects family businesses. The denoted model introduces novelty variables including Information Communication Technologies (ICTs) and Outsourced Personnel structural constructs. They avail to measure the effect of IMO implementation on job satisfaction and employee commitment that, in their turn, exhibit a positive impact on business performance in service industries.