Authors: Bernard Calisti; Bernard Cova; Robert Salle; Stefano Pace
Project marketing theory emphasises the importance of the societal dimension in the projectoffering along with technical, financial and political dimensions. This societal dimension refers toall action taken by the supplier to improve its position with civilian groups having an interest in -or against – the project (associations, users, inhabitants etc.) in order to gain social acceptability.While societal offer is already addressed by big companies for large projects, in this paper weinvestigate how small companies manage to propose a societal offer for micro-projects. Two casestudies in the construction industry have been investigated in order to develop and refine thetheory.
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