Intrinsic Marketing Activities in Women’s Cooperatives and Employees’ Entrepreneurship and its Role in Ensuring Innovative Behaviors

Abstract

Internal marketing is conceptualized as a strategic management approach that treats employees as internal customers and systematically develops practices aimed at enhancing their motivation, organizational commitment, and performance. Women’s cooperatives represent participatory economic organizations established and governed by women to promote collective production, solidarity, and socio-economic empowerment. Cooperatives reflect one of the earliest organized forms of collective action rooted in the social nature of human beings. In competitive environments, women’s cooperatives increasingly recognize that sustainable success depends not only on external market orientation but also on the effective management of internal stakeholders. Within this framework, intrinsic marketing activities function as mechanisms that align employees’ attitudes and values with organizational objectives. Such alignment is expected to strengthen employees’ entrepreneurial orientation and play a facilitating role in the emergence of innovative behaviors within women’s cooperatives. While establishing a business, entrepreneurial behaviors that take into account other factors besides economics bring along the innovative process. With this research, it is tried to determine what kind of an effective role the activities to be carried out with the intrinsic marketing dimension of the employees operating in women’s cooperatives have on entrepreneurial and innovative behaviors. A questionnaire form was used to collect research data. This questionnaire form was applied in women’s cooperatives operating in Ankara. As a result of the analysis of the data obtained, it was concluded that internal marketing activities for employees will be effective as a result of their entrepreneurial and innovative behaviors. Depending on the data of this study, it is recommended what to do to women employees with training and similar studies to be given to employees.