Endomarketing e capacidade absortiva: um estudo na empresa Zanella e Zanella Fábrica de Tijolos

Abstract

Absorptive capacity and internal marketing are ways of winning over and engaging the organization's internal public in favor of the organizational objective. With this in mind, this study aimed to analyze the relationship between internal marketing and absorptive capacity in the company Zanella and Zanella Fábrica de bricks . To this end, applied, field, exploratory, descriptive research was carried out with a quantitative approach. 12 employees from the company Zanella and Zanella Fábrica de bricks participated in the research. Data were collected through an online questionnaire that was divided into three blocks: sociodemographic profile survey, internal marketing scale by Queirós (2014) and the absorptive capacity scale by Flatten et al. (2011). Data were analyzed using descriptive statistics. The main results indicate that the employees are male, most have been with the company for more than three years, and are part of the production sector. Regarding the levels of internal marketing and absorptive capacity, it is clear that there is a positive trend in both constructs. Regarding the relationship between internal marketing and absorptive capacity, an unusual result was found, which was the negative relationship between the dimensions of assimilation, transformation and exploration. The main suggestions for the company are providing feedback, promoting events and get-togethers; and provision of materials for process improvements.