The Impact of Endomarketing on Organizations

Abstract

This article intends to understand the stakeholders' perceptions about marketing and human resources for the practical application of endomarketing, the article also aims to solve specific problems, in this case, the impact of endomarketing in organizations. The goal is to measure impacts and show the benefits of endomarketing in organizations. The study was carried out through a single case study, in a company of the clinical research sector, where 20 interviews of qualitative and exploratory nature were performed, and the data collection was done through questionnaires aimed at the stakeholders. It was observed that the main results were a lower turnover rate, easy access to technical information, reduction of costs in external courses and the attempt to implement a tool that would allow easy access to technical information. In view of the above, the most relevant implications were that for reasons of being a multinational company, the structure still has certain inflexibilities when implementing strategies such as endomarketing, or simply to elaborate a tool that allows the access and sharing of knowledge and technical information, some other implications Could be seen in what concerns the lack of integration of the Human Resources area with employees and other areas.