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            <title xml:lang="fr">Marketing interne : Objectifs de communication et liens avec l'implication organisationnelle, le point de vue des cadres</title>
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                  <date type="start">2011-05-18</date>
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                <term xml:lang="en">" internal communication"</term>
                <term xml:lang="en">" organizational commitment"</term>
                <term xml:lang="en">"Internal marketing"</term>
                <term xml:lang="en">" qualitative study" communication tools</term>
                <term xml:lang="fr">"Marketing interne"</term>
                <term xml:lang="fr">"implication organisationnelle"</term>
                <term xml:lang="fr">"communication interne"</term>
                <term xml:lang="fr">"étude qualitative"</term>
                <term xml:lang="fr">outils de communication</term>
                <term xml:lang="fr">"outils de communication"</term>
                <term xml:lang="fr">Marketing interne</term>
                <term xml:lang="fr">implication organisationnelle</term>
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              <p>This research is in line with the internal marketing framework. It aims at (1) assessing the main objectives of internal communication and (2) considering the links between internal communication and organizational commitment. To this end, a qualitative study was carried out among ten executives, who expressed themselves about communication tools used within their firm. The results show that internal communication objectives are mostly of managerial, humanist and cultural natures. Moreover, these results highlight the emergence of a "hierarchical" relation between affective, continuance and normative dimensions of the implication</p>
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              <p>Cette recherche s'inscrit dans le cadre du marketing interne. Elle propose (1) de repérer les objectifs principaux de la communication interne et (2) d'étudier les liens existants entre communication interne et implication organisationnelle. A cette fin, une étude qualitative a été réalisée auprès de dix cadres, invités à s'exprimer sur les outils utilisés en interne dans leur entreprise. Les résultats montrent que les objectifs de la communication interne sont avant tout managériaux, humanistes et culturels. De plus, ils conduisent à l'émergence d'une relation " hiérarchique " entre les dimensions affective, calculée et normative de l'implication</p>
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