Внедрение внутренней рыночной ориентации в органах местной власти и самоуправления: оценка перспектив и постановка исследовательской проблемы

Самоуправление. 2020. Т. 4. № 121. С. 27–31.

Kazakov S. P.

This paper scrutinises the advanced and renowned approach to HR management based on the paradigm of modern marketing, which has attained a recognition in academia. This approach was coined by Lings (2004) as internal market orientation. Until most recently, the paramount number of documented studies in the domain of internal market orientation have solely subjected small and medium firms or large corporations, whereas the context of the local state and municipal government organisations remains unexplored. This article addresses the internal market orientation suitability for governance organisations and sheds more light on its deployment possibilities for the sake of the more effective HR management in governmental organisations.

Keywords: маркетинг, управление человеческими ресурсами, marketing, государственные служащие, human resource management, internal marketing, Internal Market Orientation, внутренняя рыночная ориентация, local state and municipal government organisations, government organisations employees, органы местной власти и самоуправления, внутренний маркетинг