Murtagh, N; Roberts, A and Hind, R (2016) The role of environmental sustainability in marketing of small architectural design practices. Construction Management and Economics, 34(4-5), pp. 258-271. ISSN 01446193
Abstract
Environmental sustainability in construction is a pressing concern. Despite their importance to the industry, and evident differences from large organizations in business strategy, markets and challenges, the literature has little to say about how small architectural design firms view the marketing potential of improved environmental sustainability. The aim is to address this gap by examining practitioner experience of sustainability and marketing in small architectural design practices. Semi-structured interviews were conducted with 16 such practices. A critical interpretive stance was adopted in analysis, drawing on the theoretical framings of service-dominant logic (SDL) and relationship marketing. Sustainable design is part of the co-creation of value in architecture, enhancing the value proposition beyond a cost basis. Its inclusion contributed to business development through referrals. Taken together, co-creation of value and asymmetry of knowledge between professional and client drive the conclusion that the architectural designer has primary responsibility in guiding clients towards greater environmental sustainability. This responsibility and the role of sustainability in business development were not necessarily recognized by the designers. Insights from SDL challenge assumptions that cost and lack of client demand prevent greater sustainability in design.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | architect; environmental sustainability; relationship marketing; service-dominant logic; small business |
| Index terms: | practitioner, referral, small business, environmental sustainability, business development, architectural design, sustainable design, interview, relationship marketing, framing, business strategy, drawing, architect, marketing, markets, co-creation, architectural designer, service-dominant logic, designer |
| Subjects: | conceptual models, economic analysis, technical documentation, practitioner, data collection methods, profession, business, organization, health safety and environment, professional development, design process, design practice |
| Topics: | Roles and Professions, Business Strategy, Health and Safety, Research Practice, Information Management, Design Practice |
| Descriptive scope: | 3 PCE |
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