USING INTERNAL MARKETING TO DEVELOP A NEW CULTURE—THE CASE OF ERICSSON QUALITY

Can internal marketing be used in changing a corporate culture? Can approaches and know‐how developed in services marketing be of help to an industrial firm producing and marketing to business customers? This article is about an ongoing effort at Ericsson, a major international firm in telecommunications equipment, to change its “quality culture” by means of the Ericsson Quality (EQ) internal marketing program. The presentation stresses two particularly essential issues. The first issue is the actual implementation of the ideas supplied by the internal marketing program. The second is the broadening of the internal marketing concept to include the notion of the “internal customer.”