Understanding the internal marketing orientation and its consequences in small finance bank: A case study analysis

This study addressed the issue of lack of understanding of internal marketing orientation in Small Fiancé Banks of India. The purpose of the study was to explain the internal marketing orientation and its consequences in Small Finance Banks (SFBs). A purposive sampling technique was used to select an SFB as single case for the study. The findings of the study confirmed that Internal Marketing Orientation (IMO) has positive bearing on Internal Aspects of Performance (IAP) in SFB and IMO has a positive influence on both External Aspects of Performance (EAP) and External Marketing Orientation (EMO).