Paper info: FOCAL RELATIONSHIPS AND THE ENVIRONMENT OF PROJECT MARKETING. A Literature Review with Suggestions for Practitioners and Future Research
FOCAL RELATIONSHIPS AND THE ENVIRONMENT OF PROJECT MARKETING. A Literature Review with Suggestions for Practitioners and Future Research
Henrikki Tikkanen and Maria Anne Skaates
Place of Publication
The paper was published at the 16th IMP-conference in Bath, U.K in 2000.
Project marketing is an important mode of business-to-business marketing today. This paperassesses recent project marketing contributions, including predominantly those of members ofthe (mainly European) International Network for Project Marketing and Systems Selling(INPM). The emphasis of the review is upon the connection between focal relationships and thewider environment in which project marketing and systems selling takes place. First, severalcommon definitions of projects and project marketing are presented and discussed. Second, theimplications of three specific features of project business - discontinuity, uniqueness, andcomplexity ? for the focal relationship and the broader marketing environment are considered atthe level of multiple projects. Third, three overlapping types of postures that project-selling firmscan adopt in relation to their focal relationships and the environment are identified and assessed.Finally, some avenues for further studies as well as suggestions for managers are proposed.