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Internal Marketing by Mohammed Rafiq, Pervaiz K. Ahmed

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Case Study 13

Norwich Union: improvingefficiency through internalcustomer management

Often, when companies have attempted to introduce a competitive element in the supply and purchase of services available internally, they have found it has surfaced inter-personnel frictions, which heralded serious repercussions throughout the business. Norwich Union's attempt at introducing such change within its legal division is an example of how internal marketing can help the transition.

Traditional practice at Norwich Union mandated use of the company's 40-strong legal section, except in certain special circumstances. No charge was made for services provided. All this changed when John Flynn, then head of department, made a policy decision to make the ...

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