Cheung, F K T; Kurul, E and Oti, A H (2016) A case study of hybrid strategies to create value for a contracting business in the education sector in England and Wales. Construction Management and Economics, 34(4-5), pp. 335-352. ISSN 01446193
Abstract
Successful hybrid strategies adopt service marketing principles although the adoption of those principles by construction marketers is not apparent. Through an interpretive inquiry approach attempting to capture multiple views in a case of successful strategic programmes for the primary school market, various value co-creation elements of the programmes are assessed according to four axioms of service-dominant (S-D) logic. The strategic programmes were found to create value by (1) developing new skills and knowledge, building relationships to leverage skills and close the knowledge gaps; (2) enhancing interactions through customer engagement, dialogue creation and enrichment, the use of BIM technologies and social networks; (3) strengthening many-to-many relationships through supply chain integration; and (4) assisting individual customers to define their value propositions and to evaluate them through free self-service systems, and products and services inquiries. Further research is needed to assess how customers value the various co-creation elements identified in the paperevidence for applying the generic value co-creation principles to marketing in construction.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | case study; construction marketing; hybrid strategies; s-d logic; value co-creation |
| Index terms: | England, Wales, supply chain integration, case study, value co-creation, programme, construction marketing, hybrid strategy, marketing, social network, strengthening, co-creation, interaction |
| Subjects: | structural engineering, design process, business, supply chain integration, value management, behavioral psychology, sociology, data collection methods, Geography, project controls |
| Topics: | Geographical Context, Time Control, Business Strategy, Engineering Principles, Research Practice, Design Practice, Supply Chain Management |
| Descriptive scope: | 4 PCTE |
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