Building Resilient Companies Through Internal Marketing

Abstract

This chapter describes the relationship between talent attraction, internal communication, and empowerment as crucial elements of company resilience. The transnational company under study operates globally and has business units in thirty countries. The chapter is divided into three sections: the first section explains internal marketing and its relation to business resilience; the second section describes the actions that the transnational company carried out from 2020 to 2021; the third part presents the research results obtained by applying a questionnaire to the company's employees at two different times in order to derive conclusions on the elements that have contributed to business resilience.