インターナル・マーケティング : 組織的な知識創造に関する理論的枠組み

抄録

Through the series, two cases (B2B & B2C) that utilize the "ideal-seeking QC Story" was introduced. This article presents theoretical framework that forms the basis of ideal-seeking QC Story. It is "internal-marketing" that leads to organizational knowledge integration and creation. This article introduces an overview of internal marketing focusing the most important key word "backcasting".