Intra-organizational marketing as a factor in the competitiveness and sustainable development of research and project institute

Irina Nizamova, Tatyana Minina, Olga Popova, Natalia Izakova, G. Roos
2021 E3S Web of Conferences  
Employees are the intellectual capital of the organization, they are the strategic resource that ensures the achievement of its commercial goals. The formation of employee loyalty allows the organization to ensure its ability to function consistently in the market, to be profitable and competitive, ensuring its corporate sustainability. The article presents the method of forming intra-organization marketing of the organization on the basis of the application of a competent approach. The study
more » ... esented in the article was based on the research and project institute. The results of the study suggest that the use of a competent approach in the formation of the system of intra-organization marketing affects its effectiveness, expressed in increasing the satisfaction of domestic consumers and, as a result, increasing the satisfaction of external consumers. This contributes to improving the competitiveness and corporate sustainability of the organization as a whole. The positive result of the study was confirmed by an increase in the performance of the system of intra-organization marketing and economic efficiency of the organization.
doi:10.1051/e3sconf/202129105041 fatcat:kumfb4tnubhrxhjofkewg333f4