Impact Of Internal Marketing On Competitive Advantage In The Construction Industry Of Pakistan: The Mediating Role Of Innovation

Abstract

This study aims to find out the impact of internal marketing on competitive advantage in the construction industry. We build the internal marketing sub-elements of Organizational Learning, compensation, and empowerment by identifying the relationships between internal marketing, innovation, and competitive advantage. The author collected data and verified hypotheses using SPSS and AMOS to achieve the goals. As a result, internal marketing positively impacts innovation and has a direct impact was inconclusive. Innovation does not mediate the relationship and competitive advantage. These findings imply that internal marketing improves competitive advantage as a role of organizational learning. As a result, from a management standpoint, this paper presents practical implications for public and private construction sector managers.