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Internal Marketing by Mohammed Rafiq, Pervaiz K. Ahmed

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chapter five

A framework forempowering employees

Introduction

We saw in Chapter 2 that empowerment is an essential component of internal marketing, particularly in the area of services marketing. Whilst a great deal has been written on the subject of empowerment (also referred to as job involvement, and as employee participation) in the manufacturing industries, its application in the services area is surprisingly, as yet, still relatively underdeveloped. However, any rigorous examination of the literature shows that empowerment is not suitable for all occasions or all types of employees, as it can have both positive and negative consequences for employees and the organization. This chapter outlines a contingency framework for the empowerment ...

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