Internal marketing and organizational commitment: strategies for organizational sustainability

This study aims to analyze the relationship between internal marketing and organizational sustainability, exploring how internal marketing strategies influence the long-term sustainability of companies. The research follows a quantitative approach with a non-experimental and correlational design. A structured questionnaire was used as the main instrument for data collection, applied to a sample of employees from various organizations. Results indicate a significant positive correlation between internal marketing practices and key dimensions of organizational sustainability, such as employee engagement, corporate social responsibility, and innovation. Findings suggest that companies that invest in internal marketing strategies, such as internal communication, training, and motivation, tend to develop a greater commitment to sustainability. In conclusion, internal marketing plays a crucial role in promoting a sustainable organizational culture, demonstrating that investing in employee satisfaction and development contributes to business sustainability.