International strategic marketing of small construction consultancy firms: the case of Cypriot firms

This research focuses on the small-firm Construction Consultants of Cyprus (CCCs) and their limitations and potentialities regarding internationalisation. It initially presents the theoretical foundations of CCC strategic marketing management and subsequently undertakes a marketing environment analysis to reveal the relative competitive advantages and disadvantages of such small firms in the global arena. The research finally prescribes explicit and comprehensive guidelines on global/international strategy and marketing, investigating further the question of adaptation versus standardisation. The findings show an intensely competitive and saturated local/national environment, with inflated buyers' bargaining power, and a distorted client perception of value. Internationalisation appears critical to survival for many small firms, with their size being both their strength and their weakness. Findings further indicate a need for multiple marketing strategies using standardisation and adaptation in parallel, and depending on the country focus, the specific target segments, as well as the choice of potential 'vehicle' companies/organisations towards market penetration.