# 2010 The Braybrooke Press Ltd. Journal of General Management Vol. 36 No. 1 Autumn 2010 21 Internal marketing as an agent of change – implementing a new human resource information system for Malaysian Airlines Demetris Vrontis Professor of Marketing, Dean, School of Business, University of Nicosia, Cyprus Alkis Thrassou Associate Professor of Marketing, School of Business, University of Nicosia, Cyprus Razali Mat Zin King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia The first part of this research determines the relationship between ten selected variables and employees’ acceptance of a planned change in Malaysian Airlines. The second part draws on the original findings to conceptually investigate the potential role, degree and nature of internal marketing as a positive agent of change. The findings initially determine the causality of the primary research results. Subsequently and prescriptively, they indicate that ‘perception management’ through internal marketing may play a critical role in both the acceptance and the implementation of change, especially regarding the more professional positions/processes of an organisation. The paper finally develops a provisional prescriptive model of internal marketing towards organisational change and expands on the practical and managerial implica- tions of the findings. The value of the research lies primarily in its unorthodox introduction of internal marketing as a catalytic agent of organisational change, as well as in its prescriptive managerial implications and its innovative contemporary marketing context. Introduction General In many cases, information technology affects Human Resource Management (HRM). The most notable use of technology in HRM is an organisation’s Human Resource Information System (HRIS) (Bohlander and Snell, 2007). An HRIS provides current and accurate data for the purposes of control and decision-making. In this sense, it moves beyond simply storing and retrieving information, to also include broader applications, such as producing reports, 21–41