Uloga internog marketinga u unapređenju posvećenosti organizaciji
Improving Organizational Commitment Through Internal Marketing
Apstrakt
U ovom radu pokušali smo da dublje istražimo odnos između posvećenosti organizaciji i internog marketinga na bazi pregleda relevantne literature iz oblasti organizacionog ponašanja, internog marketinga i menadžmenta ljudskih resursa (MLJR-a). Analiza je pokazala da interni marketing ima važnu ulogu u razvoju posvećenosti kod zaposlenih preko: informisanja zaposlenih o organizacionim vrednostima, kreiranja brenda organizacije interno i eksterno, podsticanja dvosmerne komunikacije unutar organizacije, unapređenja organizacione klime, selekcije novih zaposlenih koji dele vrednosti i stavove koji podržavaju vrednosti organizacije, motivisanja zaposlenih kroz adekvatno dizajniranje poslova, kreiranje pravednog sistema nagrađivanja i sistematsko planiranje i upravljanje karijerom zaposlenih. Analiza je sugerisala i da posvećenost organizaciji predstavlja medijatorsku varijablu odnosa između internog marketinga i organizacionih performansi.
Abstract
In this paper we made an attempt to highlight the relationship between organizational commitment and internal marketing, building our analysis on reviewing related organizational behaviour, internal marketing and human resource management literature. The analysis has shown that internal marketing has an important role in developing employee commitment through: informing the employees about organizational values, developing organization brend both internally and externally, facilitating two-way communication within organization, improving organizational climate, selection of new employees whose values and attitudes support organizational ones, motivation of employees through job design, creation of equity-based reward system and systematic planning and management of employees` careers. The analyss has also indicated that organizational commitment mediates the relationship between internal marketing and organizational performances.
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