Polat, G and Donmez, U (2010) ANP-based marketing activity selection model for construction companies. Construction Innovation, 10(1), pp. 89-111. ISSN 1471-4175
Abstract
Purpose – The purpose of this paper is to provide construction companies with an analytic model, namely a fourlevel analytic network process (ANP) model, to assist them in prioritising and thereby selecting marketing activities which offer maximum return on investment, for which they should primarily allocate their limited resources. Design/methodology/approach – The research methodology of this study mainly involves: reviewing the literature on marketing and construction marketing in order to identify the marketing activity selection criteria and their constituent subcriteria; determining the marketing activity alternatives in which construction companies may consider to invest; constructing an analytic model, namely a fourlevel ANP model – to assist them in selecting the most viable marketing activities for which they should primarily allocate their limited resources; and conducting two case studies, one in a bidding contractor and the other in a developer, in order to illustrate how the model works. Findings – This paper illustrates how to empirically prioritise marketing activities by using a fourlevel marketing activity selection model. Two case studies are also demonstrated in order to illustrate how the model works. The case studies indicate that the rankings of the marketing activities for these companies are rather different due to the type of the construction company (i.e. bidding contractors or building developers) and its client profile (i.e. public or private owners). The findings of the case studies concurred with the expected direction in these companies. Originality/value – This model is of benefit to construction companies and researchers. The proposed ANP model offers an efficient, convenient and simple tool that allows construction companies to select the marketing activities for which they should primarily allocate their limited resources. It also allows researchers to see the potential use of ANP in the marketing activity selection problem.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | construction industry; decision making; marketing; marketing models |
| Index terms: | methodology, decision-making, bidding, construction company, research methodology, marketing, return on investment, analytic network process, construction industry, selection criteria, case study, prioritizing, construction marketing, owner |
| Subjects: | bidding, economic analysis, data collection methods, research design and methodology, organization, business, sociology, decision analysis, industry analysis, decision-making and optimization, tendering, research methods |
| Topics: | Procurement, Stakeholder Management, Risk Management, Research Practice, Business Strategy |
| Descriptive scope: | 5 PCTEA |
N.B. Descriptive scope is a count of how many of the five facets of empirical research are indicated by the words used in title, abstract and keywords. It is not intended as a judgement on the research; merely a count of the kind of word we would expect to indicate Phenomenon, Concepts, Theoretical framing, Empirical techniques, Analytical techniques. If all five are present, then a code of “5 PCTEA” will indicate this. If you feel the coding for this record is questionable, we welcome discussion around the terms we matched or the way we categorized them. The facet you would expect may not be coded, or a facet may be coded inappropriately. This can also bear on a larger question, of which facets should be treated as defining in construction management research. Please get in touch, and we will look at it. More details here