Open AccessBusiness Resilience and Social Inclusion: A Critical Reflection on Internal Marketing
Author(s) -
Francia Contreras,
Tania Elena González Alvarado
Publication year - 2021
Publication title -
mercados y negocios
Language(s) - English
Resource type - Journals
eISSN - 2594-0163
pISSN - 1665-7039
DOI - 10.32870/myn.v0i43.7630
Subject(s) - inclusion (mineral) , resilience (materials science) , internal marketing , empowerment , business , psychological resilience , marketing , critical reflection , sociology , public relations , knowledge management , political science , psychology , economics , social science , computer science , economic growth , social psychology , pedagogy , physics , thermodynamics
The aim of the paper is to identify the dimensions of the Internal Marketing that contributes to business resilience and social inclusion. Marketing is approached as a tool for social transformation. The documentary and data analysis focused on the relevant theoretical and practical models proposed in the last decades. It concludes with the proposal of four dimensions of internal marketing that stimulate business resilience and social inclusion wich are: 1) the attraction and development of talent through the competitiveness of the workplace; 2) organizational change; 3) leadership development and empowerment; and 4) communication for the exchange of knowledge and motivation.