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The role of the marketing function in operations of a construction enterprise: Misconceptions and paradigms

Cicmil, Svetlana; Nicholson, Andrew

Authors

Andrew Nicholson



Abstract

Elaborates on specific realities of the construction environment, and of management and operations of growing construction enterprises. Presents a case study looking particularly at entrepreneurial attitudes towards the marketing function in the sector, and illuminates the areas of “misfit” between modern business philosophy and traditional “engineers paradigm”. Offers some lessons to entrepreneurial managers/owners on how to reap benefits of marketing orientation by replacing the inherent inward-oriented management attitudes with increased understanding of the complex and changing construction environment, clients’ expectations and sources of competition. Offers scope for further discussion on the role of the marketing function in the development of entrepreneurial construction companies in the UK and abroad. © 1998, MCB UP Limited

Citation

Cicmil, S., & Nicholson, A. (1998). The role of the marketing function in operations of a construction enterprise: Misconceptions and paradigms. Management Decision, 36(2), 96-101. https://doi.org/10.1108/00251749810204179

Journal Article Type Article
Publication Date Mar 1, 1998
Journal Management Decision
Print ISSN 0025-1747
Publisher Emerald
Peer Reviewed Not Peer Reviewed
Volume 36
Issue 2
Pages 96-101
DOI https://doi.org/10.1108/00251749810204179
Keywords construction industry, entrepreneurship, management, marketing, United Kingdom
Public URL https://uwe-repository.worktribe.com/output/1101011
Publisher URL http://dx.doi.org/10.1108/00251749810204179