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Paper info: Revisiting the key success factors of project marketing - Case multinational construction company

Title


Revisiting the key success factors of project marketing - Case multinational construction company

Authors


Erik Pöntiskoski, Henrikki Tikkanen, Jaakko Aspara,
Joel Hietanen
Helsinki School of Economics
Finland
Joel Hietanen , Joonas Rokka and Petri Parvinen

Place of Publication


The paper was published at the 24th IMP-conference in Uppsala, Sweden in 2008.

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Abstract


This paper partakes in the recent attempts to further the discourse in the project marketing literature. Even as a myriad of case studies have enriched the field, an underlying theoretical corpus still awaits to be uncovered. Recently Cova & Salle (2007) presented the key success factors of project marketing collected from the literature. This study brings these postulated key success factors under scrutiny through a case-based analysis in the construction industry. Our findings suggest that the milieu where the project business exchanges occur (Cova et al. 1996) can have such a powerful effect regarding firm performance that it may supersede the lack of the fulfillment of the key success factors. Instead, we argue that the key success factors are prerequisites for a project marketer pursuing strategic development in the industry network given a deliberated fit with the industry milieu.