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Social and cultural capital in project marketing service firms: Danish architectural firms on the German market

Author

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  • Skaates, Maria Anne
  • Tikkanen, Henrikki
  • Alajoutsijärvi, Kimmo

Abstract

This article analyses the marketing activities of three Danish architectural firms in Germany during the 1990s from a perspective that is new to project marketing, in that the Bourdivan concepts of social and cultural capital are applied to the offerings and activities of firms. In architecture, cultural capital accumulation entails such things as building visible buildings, winning design competitions, or obtaining important tenders, whereas social capital is accumulated through the recognition by other construction industry actors that one is a member of their circles. The cases presented provide support for our claim that the accumulation of social and cultural capital is crucial to acquiring architectural projects, while also indicating that cultural and social capital are internationally transferable to a limited extent only. This in turn suggests that national construction industries are best viewed as distinct project marketing milieus.

Suggested Citation

  • Skaates, Maria Anne & Tikkanen, Henrikki & Alajoutsijärvi, Kimmo, 2002. "Social and cultural capital in project marketing service firms: Danish architectural firms on the German market," Scandinavian Journal of Management, Elsevier, vol. 18(4), pages 589-609, December.
    • Handle: RePEc:eee:scaman:v:18:y:2002:i:4:p:589-609
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    Cited by:

    1. Soekijad, M. & Walschots, J. & Huysman, M., 2008. "Congestion at the floating road? Negotiation in networked innovation," Serie Research Memoranda 0002, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
    2. Manzoni, Beatrice & Volker, Leentje, 2017. "Paradoxes and management approaches of competing for work in creative professional service firms," Scandinavian Journal of Management, Elsevier, vol. 33(1), pages 23-35.
    3. Welch, Catherine, 2005. "Multilateral organisations and international project marketing," International Business Review, Elsevier, vol. 14(3), pages 289-305, June.

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