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Abouhamad, M and Zayed, T (2019) Risk-Based Asset Management Framework for Subway Systems. Journal of Construction Engineering and Management, 145(11).
Ahn, C R, Lee, S, Sun, C, Jebelli, H, Yang, K and Choi, B (2019) Wearable Sensing Technology Applications in Construction Safety and Health. Journal of Construction Engineering and Management, 145(11).
Alruwaythi, O and Goodrum, P (2019) A Difference in Perspective: Impact of Different Formats of Engineering Information and Spatial Cognition on Craft-Worker Eye-Gaze Patterns. Journal of Construction Engineering and Management, 145(11).
Cheng, M, Chang, Y and Korir, D (2019) Novel Approach to Estimating Schedule to Completion in Construction Projects Using Sequence and Nonsequence Learning. Journal of Construction Engineering and Management, 145(11).
Demirel, H &, Volker, L, Leendertse, W and Hertogh, M (2019) Dealing with Contract Variations in PPPs: Social Mechanisms and Contract Management in Infrastructure Projects. Journal of Construction Engineering and Management, 145(11).
Esmaeeli, A N and Heravi, G (2019) Real Options Approach versus Conventional Approaches to Valuing Highway Projects under Uncertainty. Journal of Construction Engineering and Management, 145(11).
Feng, Y and Trinh, M T (2019) Developing Resilient Safety Culture for Construction Projects. Journal of Construction Engineering and Management, 145(11).
Franco-Duran, D M and Garza, J M d l (2019) Review of Resource-Constrained Scheduling Algorithms. Journal of Construction Engineering and Management, 145(11).
Hamzeh, F R, El Samad, G and Emdanat, S (2019) Advanced Metrics for Construction Planning. Journal of Construction Engineering and Management, 145(11).
Jang, Y, Jeong, I, Cho, Y K and Ahn, Y (2019) Predicting Business Failure of Construction Contractors Using Long Short-Term Memory Recurrent Neural Network. Journal of Construction Engineering and Management, 145(11).
Khalafallah, A and Shalaby, Y (2019) Change Orders: Automating Comparative Data Analysis and Controlling Impacts in Public Projects. Journal of Construction Engineering and Management, 145(11).
Li, K and Cheung, S O (2019) Unveiling Cognitive Biases in Construction Project Dispute Resolution through the Lenses of Third-Party Neutrals. Journal of Construction Engineering and Management, 145(11).
Prakash, A and Phadtare, M (2019) Exploration of Logic in Project Marketing Using Interpretive Structural Modeling. Journal of Construction Engineering and Management, 145(11).
- Type: Journal Article
- Keywords: Case study; Contract; Strategic priorities; Functional; Relational; Project marketing; Interpretive structural modeling (ISM); Matrice d’Impacts Croisés Multiplication Appliquée à un Classement (MICMAC);
- ISBN/ISSN: 0733-9364
- URL: https://doi.org/10.1061/(ASCE)CO.1943-7862.0001717
- Abstract:
Previous research has identified 15 important drivers of project marketing, which are again verified through selected case examples. This study has been undertaken to develop a hierarchical flow of drivers of project marketing in a model using interpretive structural modeling (ISM). The adoption of such a ISM-based model on the drivers of project marketing would help managers, decision makers, and practitioners in ensuring the continuity of both relational and functional development in their organizations. Relational development helps project marketing organizations to approach clients before competitors. Functional development helps to maintain the potential offer by matching resources and capabilities. In addition to establishing structural relationship of linkages among the drivers of project marketing, the application of ISM followed by Matrice d’Impacts Croisés Multiplication Appliquée à un Classement (MICMAC) analysis contributes to extant literature by showing that only two groups of such drivers exist, one having high driving power (such as strategic priorities) and the other having high dependence power (such as contract). The presentation of these drivers as a logical consistent ISM model provides a simple theoretical understanding of project marketing.