Aligning Two Perspectives : A Case Study on how EF can Develop the Internal Marketing with their Brand Ambassadors

Abstract: Internal marketing is crucial for the company's employees to make the business more successful. One appliance to prosper the business is through brand ambassadors. Using brand ambassadors, the company can increase its trust, brand image, and more essential segments. Therefore will, this paper see how internal marketing is adapted to brand ambassadors at the company EF. EF is a company that offers different kinds of traveling programs where language travel is the most common and also the chosen program for this case study. This paper aims to explore how internal marketing given to the ambassador program at EF can be developed. The research on brand ambassadors today is limited to what the ambassadors bring to the company and the value the ambassadors have. Internal marketing is widely studied. However, there needs to be more research regarding internal marketing for brand ambassadors employed by the company. By conducting a study on how internal marketing is adapted for brand ambassadors and how it can be developed, EF and other companies with ambassador programs can find helpful information on how to develop their internal marketing and avoid miscommunication. The research question, "Where do internal problems exist between the company and the brand ambassadors at EF?" This study thoroughly studies internal marketing and its phenomenon. Implementing a thematic approach to conduct the interviews for two employees at EF and Focus groups for the ambassadors has given the researchers enough data collection to deeply analyze the material by coding the data and therefore find the miscommunication between the two parties. By finding the miscommunication, developments can be made, and a more effective ambassador program can be steered.