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The Strategic Interface between Human Resource Practices and Marketing Performance: A Conceptual Framework
Dr. B.G. Ramaraj Assistant professor Department of Management Bharathiar University Arts and Science College, Modakkurichi, Erode.
Pages: 1-8 | First Published: 05 Mar 2019
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Abstract

In contemporary competitive environments, organizational success is increasingly determined by the extent to which internal capabilities are aligned with external market demands. Among these capabilities, human resources and marketing functions occupy a central position, as both are directly concerned with value creation, relationship building, and sustainable competitive advantage. While marketing has traditionally focused on understanding and satisfying customer needs, human resource management (HRM) has concentrated on developing employee competencies, motivation, and commitment. Recent theoretical and empirical developments suggest that these two domains are not independent but are strategically interrelated. The present conceptual study seeks to examine the strategic interface between human resource practices and marketing performance, and to develop an integrative framework that explains how HRM systems contribute to superior market outcomes. Drawing upon the resource-based view, human capital theory, internal marketing, and market orientation perspectives, the paper argues that carefully designed HR practices such as recruitment, training, performance management, and reward systems shape employee attitudes and behaviours that ultimately influence service quality, customer satisfaction, brand equity, and overall marketing effectiveness. By synthesizing insights from both HR and marketing literature, the study proposes a conceptual model and a set of research propositions that clarify the mechanisms through which HR practices translate into marketing performance. The paper contributes to the growing body of interdisciplinary research by offering a theoretically grounded framework and by highlighting important implications for managers seeking to achieve strategic alignment between people management and market strategy.

Keywords: Human Resource Practices, Marketing Performance, Strategic Alignment, Internal Marketing, Resource-Based View, Conceptual Framework. 

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