Perceptions of internal market orientation in a law firm knowledge and information centre

  • Jasmin Alice Hollingum

Student thesis: Master's ThesisMaster of Economic and Social Studies


The purpose of this research is to gain a deeper understanding of internal market orientation (IMO) in the specific context of a law firm Knowledge and Information Centre (KIC). The specific objectives are to:

1. Discuss the current thinking on market orientation (MO) and IMO with specific reference to library and information services and law firms;
2. Explore how IMO is perceived in a law firm KIC by both managerial and non-managerial staff;
3. Discover what conditions are thought to be necessary to implement IMO;
4. Investigate what outcomes may be perceived to arise from implementing IMO;
5. Recommend themes for further investigation into IMO in the context of library and information services.

The objectives are addressed through a literature review and empirical research in the form of an exploratory case study. The literature review finds that there is limited existing research into perceptions of IMO in the context of libraries. The investigation reveals that whilst IMO is not a well known term amongst the participants, their definitions have resonance with the existing literature and the concept is seen to be relevant to relationships with internal customers. The results suggest that activities contributing to IMO may be interpreted differently in this context and that it is important to involve internal stakeholders in IMO implementation. Furthermore, the data indicates possible differences in perceptions of IMO between managers and non-managers and internal and external facing employees. The study suggests that IMO could impact on decisions relating to the outsourcing of law firm information departments and points towards MO and IMO as being perceived as integrated rather than distinct concepts. It is proposed that further research is required into varying stakeholder and environmental perceptions of IMO, its impact on outsourcing and its relationship with MO in the context of libraries.
Date of Award2015
Original languageEnglish
Awarding Institution
  • Aberystwyth University

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