Employee’s Market Orientation Behavior and Firm’s Internal Marketing Mechanism: A Multilevel Perspective of Job Performance Theory

The competition in today’s market is increasingly intensive. Employees’ market orientation behavior (MOB) is crucial for a firm to respond to market changes and attain its business performance goal. Moreover, a firm must exercise the internal marketing mechanism (IMM) to prepare employees for providing superior service to satisfy internal and external customers’ needs. This study aims to examine how the IMM works with knowledge integration (KI),...