عنوان مقاله [English]
Today, the role and position of internal marketing strategies is very important in improving and promoting organizational culture, empowering employees and creating a sense of satisfaction in new businesses and start-ups. Internal marketing and the detailed knowledge of the employees of the advantages and capabilities of your organization is an important and fundamental principle in the direction of business prosperity and achieving investment growth in a financial organization. The purpose of this research is to investigate the effect of internal marketing strategies on employee satisfaction with the mediating role of employee empowerment and organizational culture with an approach based on investment in new businesses. This research is practical in terms of its objective, and in terms of quantitative research approach, it has a descriptive survey strategy. The statistical population of the research is the employees of 11 companies active in the field of producing new herbal health products in East Azarbaijan province. The data collection tool is a questionnaire, and structural equation model with Smart Pls software was used for data analysis. The results of this research showed that internal marketing strategies have a positive effect on organizational culture, empowerment and employee satisfaction. Also, organizational culture variables and employee empowerment have a positive and direct effect on job satisfaction. Therefore, the positive and direct effect of integrated internal marketing on the development of investment in new businesses was confirmed.