以「故事敘說」輔助內部行銷實踐之研究__臺灣人文及社會科學引文索引資料庫

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題名：	以「故事敘說」輔助內部行銷實踐之研究
書刊名：	人力資源管理學報
作者：	高文彬
作者(外文)：	Gau, Wen-bing
出版日期：	2009
卷期：	9:1
頁次：	頁1-22
主題關鍵詞：	內部行銷；知識分享；故事敘說；隱性知識；Internal marketing；Knowledge sharing；Storytelling；Tacit knowledge
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:15 點閱:45

本論文以一連鎖企業體系爲個案進行研究，試圖了解該組織如何利用「故事敘說(storytelling)」分享隱性知識，進而輔助內部行銷(internal marketing)運作。本研究採用半結構式訪談以及觀察法作爲收集初級資料的主要工具。據分析結果，本文得到如下的結論：使用故事方式以運行內部行銷機制的策略並非單純地發展故事性議題，而是仰賴於企業中溝通、學習以及創新三者的整合。換言之，以「故事」增進管理效能的前提必須考慮組織中社會資源整合的能力。故事發展牽涉到多元的互動意涵，因此能夠傳遞組織價值，並且連結內部行銷運作與個人學習。

以文找文

This research investigates how tacit knowledge is shared in an organization and how employees are involved in the internal marketing system by using the method of storytelling. The researcher focuses on a chain drugstore as a case to study, and attempts to explore how the organization takes advantage of storytelling to facilitate its internal marketing operation. Both semi-structured interview method and observation method are employed in this research. The study concludes a few findings that include: first, using storytelling as a method to facilitate internal marketing should not only develop anecdotic stories, but it also needs to strengthen the association among the abilities of communication, creation and learning. In other words, it is necessary to examine the capability of integration with organizational resources. Secondly, the development of story includes varied interactions which enable organizational value to be shared in the organization. Storytelling can then be viewed as a linkage between internal marketing performance and individual learning.

以文找文

期刊論文
1.	Hwang, Ing-San、Chi, Der-Jang(2005)。Relationships among internal marketing, employee job satisfaction and international hotel performance: An empirical study。International Journal of Management，22(2)，285-293。
2.	Lee, Chuan、Chen, Wen-Jung(2005)。The effects of internal marketing and organizational culture on knowledge management in the information technology industry。International Journal of Management，22(4)，661-672。
3.	Cooper, Jack、Cronin, John J.(2000)。Internal Marketing: A Competitive Strategy for the Long-term Care Industry。Journal of Business Research，48(3)，177-181。
4.	Foreman, Susan K.、Money, Arthur H.(1995)。Internal marketing: Concepts, measurement and application。Journal of Marketing Management，11(8)，755-768。
5.	張景盛、張心馨(20071200)。Effects of Internal Marketing on Nurse Job Satisfaction and Organizational Commitment: Example of Medical Centers in Southern Taiwan。The Journal of Nursing Research，15(4)，265-274。
6.	Cahill, Dennis J.(1995)。The managerial implications of the learning organization: A new tool for internal marketing。Journal of Services Marketing，9(4)，43-51。
7.	Ardichvili, Alexander、Page, V.、Wentling, T.(2003)。Motivation and Barriers to Participation in Virtual Knowledge-sharing Communities of Practice。Journal of Knowledge Management，7(1)，64-77。
8.	Joseph, W. Benoy(1996)。Internal Marketing Builds Service Quality。Journal of health care marketing，16(1)，54-59。
9.	Tsai, Y.、Tang, T.-W.(2008)。How to improve service quality: Internal marketing as a determining factor。Total Quality Management & Business Excellence，19(11)，1117-1126。
10.	Swap, Walter、Leonard, Dorothy、Shields, Mimi、Abrams, Lisa(2001)。Using mentoring and storytelling to transfer knowledge in the workplace。Journal of Management Information Systems，18(1)，95-114。
11.	Hannabuss, S,(2000)。Narrative knowledge: Eliciting organizational knowledge from storytelling。Aslib Proceedings，52(10)，402-413。
12.	Harber, K. D.、Cohen, D. J.(2005)。The emotional broadcaster theory of social sharing。Journal of Language and Social Psychology，24(4)，382-400。
13.	Hult, G. T. M.(1996)。An international organizational learning study of the internal marketing system。Journal of International Business Studies，27(2)，432-433。
14.	Kahan, S. W.(2001)。Bringing us back to life: Storytelling and the modern organization。Information Outlook，5(5)，26-30。
15.	Kelemen, M.、Papasolomou-Doukakis, I.(2004)。Can culture be changed? A study of internal marketing。The Service Industries Journal，24(5)，121-135。
16.	Koenig, J. M.、Zorn, C. R.(2002)。Using storytelling as an approach to teaching and learning with diverse students。Journal of Nursing Education，41(9)，393-399。
17.	Larry, S.(1997)。Intranets spread the word。InternetWeek，694，77-78。
18.	Musson, G.、Cohen, L.、Tietze, S.(2007)。Pedagogy and the ‘Linguistic Turn’: Developing understanding through semiotics。Management learning，38(1)，45-60。
19.	Anderson, K.(2004)。Speaking from the heart: Everyday storytelling and adult learning。Canadian Journal of Native Education，28(1)，123-129。
20.	Araujo, L.(1998)。Knowledge and learning as networking。Management Learning，3(9)，317-336。
21.	Barnes, B. R.、Morris, D. S.(2000)。Revising quality awareness through internal marketing: An exploratory study among French and English medium-sized enterprises。Total Quality Management，11(4-6)，473-483。
22.	Buckler, S. A.、Zien, K. A.(1996)。The spirituality of innovation: Learning from stories。Journal of Product Innovation Management，13(5)，391-405。
23.	Davies, B.(1991)。The concept of agency: A feminist poststructuralist analysis。Social Analysis，300，42-53。
24.	Dougherty, D.(1995)。Managing your core incompetencies for corporate venturing。Entrepreneurship Theory and Practice，19(3)，113-135。
25.	Driver, M.(2002)。Learning and leadership in organization: Toward complementary communities of practice。Management Learning，33(1)，99-127。
26.	Paulus, T. M.、Horvitz, B.、Shi, M.(2006)。‘Isn’t it just like our situation?’ engagement and learning in an on-line story-based environment。Educational Technology, Research and Development，54(4)，355-385。
27.	Pitt, L. F.、Foreman, S. K.(1999)。Internal marketing role in organizations: A transaction cost perspective。Journal of Business Research，44，25-36。
28.	Platt, J.(1992)。‘Case study’ in American methodological thought。Current Sociology，40，17-48。
29.	Snowden, D. J.(2000)。New wine in old wineskins: From organic to complex knowledge management through the use of story。Emergence，2(4)，50-64。

會議論文
1.	Szvetelszky, Z.、Szekfu, B.(2005)。Three degrees of inclusion: The emergence of self-organizing social beliefs。Granada, Spain。

圖書
1.	Choo, C. W.、Bontis, N.(2002)。The Strategic Management of Intellectual Capital and Organizational Knowledge。Oxford：Oxford University Press。
2.	Wenger, E.(1998)。Communities at practice: Learning, meaning, and identity。England：Cambridge University Press。
3.	Yin, R. K.(1989)。Case Study Research--Design and Method。Newburry Park, Calif：Sage Publications。
4.	Afuah, Allen(1998)。Innovation Management: Strategies, Implementation, and Profits。Oxford University Press。
5.	Nonaka, Ikujiro、Takeuchi, Hirotaka(1995)。The knowledge-creating company: How Japanese companies create the dynamics of innovation。Oxford University Press。
6.	Lave, Jean、Wenger, Etienne(1991)。Situated learning: Legitimate Peripheral Participation。Cambridge University Press。
7.	Horvath, J. A.(1999)。Tacit knowledge in the profession。Tacit knowledge in professional practice \\ R, Sternberg ; J. Hovath (eds.)。London。
8.	Bergeron, B. P.(2003)。Essentials of knowledge management。NJ。
9.	Blaxter, L.、Hughes, C.、Tight, M.(1996)。How to research。Buckingham：Open University Press。
10.	Denning, S.(2000)。The springboard。UK。
11.	Tsoukas, H.(2005)。Complex knowledge。Oxford。

其他
1.	Parker, J.(1996)。Literacy and empowerment: Women telling their stories。

圖書論文
1.	Grönroos, Christian(1981)。Internal marketing: An integral part of marketing theory。Marketing of services。Chicago, Illinois：American Marketing Association。

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