An Exploration on the Value Propositions of Business Model from a Funeral Service Company and Its Internal Marketing
When there are some taboos of a company’s products to the society, the company must meet the needs of its internal customers in advance through internal marketing before meeting the demands of external customers. Funeral service companies usually confront with their customers facing the death of their relatives, friends and families. Therefore, the company must has value propositions that are delivered to the front line staff through internal marketing in order to ensure that value propositions of the company are well known and understood so that they can fully deliver the value propositions of business model from a funeral service company to the customers. Hence, this study firstly interviews a company’s directors of the service department and gains the value propositions of the company by following the grounded theory. The company delivers the value propositions to the front line staff through internal marking methods such as creation of the company culture, spread of the values, employment and the t raining and career development of staff, as well as performance evaluation, etc. Finally, the authors adopt the sampling survey to verify whether the front line staff shares and understands the value propositions extracted by the grounded theory from the company.