Es la hora del marketing interno
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Convencidos de que el capital humano es la principal fuente de ventajas competitivas en los mercados (Penrose, 1959), y teniendo en cuenta que la literatura académica que analiza qué tipo de factores determinan el éxito del proceso de desarrollo de un nuevo servicio no considera directamente la aplicación de programas de marketing interno, el objetivo de este trabajo ha sido descubrir su relevancia relativa en este campo de investigación. Para conseguir este objetivo, primero se han recopilado los artículos relacionados con innovación en servicios en las revistas internacionales indexadas en el JCR (Journal Citation Report). En segundo lugar, se han seleccionado los artículos centrados en factores de éxito para finalmente, clasificar los diferentes factores hallados en cinco grandes grupos siguiendo las categorías de De Brentani (1995) y Johnson et al. (2000). Como conclusión, se ha constatado que el tópico general de marketing interno, alguno de sus instrumentos o bien su base filosófica (como la orientación al mercado), están siendo considerados un factor emergente de éxito en los procesos de desarrollo de nuevos servicios, capaz de llegar a ser el centro de atención en un futuro cercano.
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