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Paper info: TEN CHANGES SHAPING THE FUTURE OF PROJECT MARKETING

Title


TEN CHANGES SHAPING THE FUTURE OF PROJECT MARKETING

Authors


Anne Jalkala
Lappeenranta University of Technology
Finland
Anne Jalkala , Bernard Cova,
Risto T. Salminen
Lappeenranta University of Technology
Finland
Risto T. Salminen and
Robert Salle
EM Lyon
France
Robert Salle

Place of Publication


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

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Abstract


The ongoing change in firms' orientations from products towards solutions, among other trends, calls for a re-examination of the existing project marketing concepts. Based on empirical qualitative data from two longitudinal research programmes, we identify ten changes shaping the international project business, and discuss how these changes challenge the existing concepts of project marketing. By reporting several case examples from our cross-national qualitative data, we illustrate these changes and analyze how they affect the behaviour of project business companies. Finally we discuss these changes in the light of the existing project marketing concepts and suggest how the project marketing theory should be developed in order to keep up with these changes.