Internal marketing as a reinforcement of corporate identity: An exploratory study

In a context of globalization, where competitiveness reigns in the business world, it is important for companies to develop strategies that allow them to differentiate themselves from their competitors and achieve competitive advantages. Thus, this study aims to analyze and highlight the effectiveness and efficiency of internal marketing in corporate identity by analyzing the behavior of its employees. The subjectivity of the topic and the need for studies in this area, particularly in Portugal, led to the choice of a qualitative exploratory approach using interviews that were complemented with secondary sources. Thus, this study was conducted in a service company that belongs to a prominent business group in the north of the country. The main conclusions of the research clearly show that internal marketing is a powerful tool in employee behavior, thus contributing to the strengthening of corporate identity. The results also show some strategic clues for company management, particularly leadership.