Market orientation and internal marketing

The concept of Market Orientation (MO) has had its share of limelight for decades now with researchers taking an insightful fragmented view of its components, their interplay, its consequences and its antecedents. Internal Marketing (IM) as a concept has gained importance and mentioning from the last decade onwards. And both these concepts have an emphatic role to play in service industry. However both the concepts are yet to receive a strategic spot in the body of marketing literature and textbooks. This Paper through the extant literature review introspects the interconnection between the two concepts and also extends proposition and questions that further associate the two concepts to build a unified perspective.