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A twin-track networking approach to project marketing

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  • Cova, Bernard
  • Hoskins, Steven

Abstract

The purpose of this article is to go far beyond competitive bidding strategies and consequently to highlight the fact that project marketing and system selling mainly consist in the management of a firm's relationships to a local network of business and non-business actors, named the milieu. This networking action forms the basis of a twin-track approach aiming at maximizing the firm's chances of success on on-going projects by: - anticipating the competitive arena and the rules of the game (deterministic approach); - becoming actively involved in shaping the competitive arena and the rules of the game (constructivist approach).

Suggested Citation

  • Cova, Bernard & Hoskins, Steven, 1997. "A twin-track networking approach to project marketing," European Management Journal, Elsevier, vol. 15(5), pages 546-556, October.
    • Handle: RePEc:eee:eurman:v:15:y:1997:i:5:p:546-556
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    Cited by:

    1. Sihem Ben Mahmoud-Jouini, 2000. "Innovative supply-based strategies in the construction industry," Construction Management and Economics, Taylor & Francis Journals, vol. 18(6), pages 643-650, December.
    2. Alajoutsijärvi, Kimmo & Mainela, Tuija & Salminen, Risto & Ulkuniemi, Pauliina, 2012. "Perceived customer involvement and organizational design in project business," Scandinavian Journal of Management, Elsevier, vol. 28(1), pages 77-89.
    3. Welch, Catherine, 2005. "Multilateral organisations and international project marketing," International Business Review, Elsevier, vol. 14(3), pages 289-305, June.
    4. Oxana SAVCIUC & Lucia CASAP, 2015. "The impact of project marketing on the projects finality," Eastern European Journal for Regional Studies (EEJRS), Center for Studies in European Integration (CSEI), Academy of Economic Studies of Moldova (ASEM), vol. 1(1), pages 1-85, June.
    5. Oronzo Trio & Antonio Iazzi, 2017. "Consumers? preferences in the estate market: An explorative research on the residential product," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(3), pages 147-167.

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