Before the time of change where they live the majority of companies, because of free trade, technological advances, integration, globalization and telecommunications, changes are needed to help them become more competitive and that they base to overcome the negative indicators have a deficient or obsolete technology, financial constraints, tightness in the market share, the collapse in the number of sales, among others.
Given this mandatory change to organizations that are exposed today, this crisis addresses the social and human context of these companies, they are those who bear the generation of defense mechanisms to overcome adversity and to survive the cutthroat world of competition. Consequently, workers change, jobs evolve and hence how to do things, tools, among others, also change
Referenced in the problem and understand it better, you should take a look at the employee’s role within the organization: from the early 50s, the employer demanded production of this effort, creativity, autonomy were to be inappropriate aspects the organization.
For that, the hierarchical control and monitoring in the task was based, where the internal communication was nonexistent, an order was enough to secure compliance without any complaint or request.
The work was individual recognition, the structure was rigid wages are deducted absenteeism, turnover was low, staff training was seen as unnecessary unless required by technological change. (Prevailing economic models, Taylor Fayol)
But all this way to manage staff, which in the past asked for military retirees, were reevaluated due to the various crises that have gone through organizations. It became necessary to see every one of the workers as collaborators with whom depended the final results, understand that this link was essential to the company in analyzing the level of performance and productivity. (Humanistic theories for the development of potential productive)
Thus, as firms began to diagnose the inside, watching the staff of the company and its internal customers, to which, by its importance, it was necessary to take steps towards establishing a close relationship making it a mirror view of satisfaction and projective abroad, not only the image of the product but the company, benefits, policies, culture, management, etc.. (Strategic Management)
Come to recognize in the human capital competitive advantage has not been an easy task, which involves looking at each member integrates the company as a representation of a client, who must also set goals that are aligned to business strategy. (Integral)
According to some authors:
“It is the incorporation of knowledge of marketing and development management within the organization” Ardnt
“Organizations have two types of market, foreign market based on product-market pairing and an internal market based on the binomial individual-organization, the latter is what we call internal marketing.” Levionnois
“The set of techniques that allow companies to sell the idea to a market made by employees (internal customers) who work in it, with the ultimate aim of increasing motivation and productivity as a direct result” Gasco and Rabassa