S/M/148. Dissertation. Linking Internal Marketing with Innovation and Organizational Culture- Ethnography of Henkel Detergents UK

This dissertation applies an exploratory research to explore the internal marketing and its linkages to innovation and organizational culture, taking Henkel Detergents UK as the research setting. Henkel Limited is famous globally for its emphasis on quality and consumer-led innovation. Hence, provided the most suitable organization to explore this area of marketing. The objective of this research was to see whether Henkel Detergents UK, currently an establishing company, be able to maintain its innovative position in the UK market. To be a consumer-led innovative organization, this report suggested that it has to have strong internal marketing orientation for which appropriate organizational culture is needed. Ethnography was used for this research in order to understand the cultural norms and orientation of the organization. The results of the research indicate that although there are some elements in the organization which can help it become innovative in UK. However, there are still some roadblocks which may hinder the growth of innovation culture. Finally, the report provides some recommendations to Henkel, which might help improve its situation.