Authors: Erik Pöntiskoski; Henrikki Tikkanen; Jaakko Aspara; Joel Hietanen; Joonas Rokka; Petri Parvinen
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.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2008
Conference: Uppsala, Sweden (2008)