Sustainable Internal Marketing and Internal Customer Motivation Model: An African Small- and Medium-sized Enterprise Perspective

Abstract

This paper develops a conceptual model of sustainable employee motivation and enterprise performance (based on job characteristics) through the juxtaposition of the internal marketing, job characteristics, uncertainty and in/equity theories. It reasons that job characteristics and their effect on motivation and performance in African small- and medium-sized enterprises depends on the degree to which uncertainty in the business environment, perceived inequity and job insecurity resulting from migrant competition can be minimized. Theoretical, managerial and policy implications are elaborated.