O Endomarketing na Gestão do Capital Humano: Prespetiva preliminar no contexto do Quadrilátero Urbano do Minho (Portugal)

Micaela Leite Fernandes, Bruno Barbosa de sousa, Cláudia Miranda Veloso


Purpose: The present study (of exploratory nature) aims to understand the importance of endomarketing in organizations and whether internal strategies are essential in human capital management. The study context is the Minho Urban Quadrilateral (i.e. Braga, Barcelos, Guimarães and Vila Nova de Famalicão).

Methodology: In a first phase, a documental analysis is exposed in order to delimit the object of study, and later, the general results are presented based on the interviews carried out to professionals and specialists of the Human Resources sector, being present a methodology of qualitative nature.

Findings: Based on the literature review and the interviews conducted, it can be concluded that organizations consider that the implementation of endomarketing tools are very important and capable of generating mutual benefits between the employer and the worker.  In this sense, they assume that it is a strategic and reinforcing resource for building mutual relationships, and capable of fostering a harmonious organizational climate.

Research implications: From a theoretical perspective, the study contributes to the development of knowledge in matters of endomarketing and the management of people (human capital).

Originality: The study presents preliminary insights that can be an auxiliary tool for HR managers and professionals working in the four cities of the Quadrilateral (Braga, Barcelos, Guimarães and Vila Nova de Famalicão). In an interdisciplinary perspective, the study contributes to the joint development of the areas of endomarketing (e.g. understanding the vision of organizations) and also allows establishing future guidelines for these areas of action.

Keywords: endomarketing, human capital, strategic management, organizations, Minho urban quadrilateral.


DOI: https://doi.org/10.58869/EJABM005

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DOI: https://doi.org/10.58869/EJABM