Co-development as a marketing strategy in the construction industry
Co-development as a marketing strategy in the construction industry
复制标题
共同开发作为建筑行业的营销策略
DOI：
10.1016/j.indmarman.2006.02.011
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发表时间：
2007
影响因子：
10.3
通讯作者：
P. Ghauri
中科院分区：
文献类型：
--
作者：
F. Crespin;P. Ghauri
本文论述了项目营销中的一个具体问题，即项目共同开发，作为项目网络中的一种关系和合作形式的交换。它努力查明在何种条件下项目共同开发被视为相对于竞争性投标而言的一种可行的营销战略。建立了一个模型，并对两个建筑业项目合作开发案例进行了分析。这两个案例，一个是成功的案例，一个是失败的案例。这使我们能够分析可能导致成功的共同发展战略的因素和条件。诸如项目复杂性、相互冲突的目标、缺乏兼容性、缺乏信任和承诺以及预算与目标之间缺乏一致性等因素最终影响了共同发展战略。关键决策者（项目经理）所扮演的角色也影响着共同开发战略的成败。
This paper deals with a specific issue in project marketing, namely project co-development, presented as a relational and cooperative form of exchange in the project network. It endeavours to find out under what conditions project co-development is considered as a viable marketing strategy as opposed to competitive bidding. A model is developed, which is then used to analyze two cases of project co-development in the construction industry. Of the two cases, one is a successful case and the other is a failure case. This enabled us to analyze factors and conditions that can lead to a successful co-development strategy. Factors such as, project complexity, conflicting objectives, lack of compatibility, lack of trust and commitment and lack of coherence between the budget and the objectives turned out to influence a co-development strategy. The role played by the key decision-makers (project manager) also influenced the success/failure of co-development strategy.