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Project Portfolio – Competitive Advantage for Design&Construction Companies Marketing Their Activities

Author

Listed:
  • Ionela Claudia ALECSA (?TIRBE?)

    () (University Politehnica of Bucharest, Romania)

  • Florin POPESCU

    () (University Politehnica of Bucharest, Romania)

Abstract

Complex markets, intense competition, advanced technologies, demanding customers and prudent shareholders require marketing intelligent. To understand the markets evolving and how can be modeled in order to identify better opportunities before others, to beat competitors in a much more intelligent than reducing tariffs, toinnovate radically in new directions, to establish lasting relationships with customers and provide substantial gains to shareholders, it requires an approach based on exploitting competitive advantange. This is the very dynamic construction market, within its design and construction services.This paper presents an analysis on marketing methods to attract clients with the main aim of this research to identify the importance of Project Portfolio as a competitive advantage in the construction market whereas companies are constantly challenged to adopt survival and growth strategies, generating "projects" that make them internationally competitive and support winning contracts. Additional, tools used in marketing design and construction projects and services were studied in order to rank the importance/ position of the Project Portfolio related to volume/ values of signed contracts. In this higher competitive environment, where companies do their best to adapt changes, how should they market better and effective? The analysis was performed on top 100 Romanian design&engineering companies and top 100 construction companies, although the questionnaire survey was sent to top 150 companies in the market, but 100 responses were received. Based on the questionnaire’s findings, project portfolio, recommendations and ability to further diversify the company's portfolio services were ranked top three identified to attract investors and clients.

Suggested Citation

  • Ionela Claudia ALECSA (?TIRBE?) & Florin POPESCU, 2015. "Project Portfolio – Competitive Advantage for Design&Construction Companies Marketing Their Activities," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 16(5), pages 635-653, December.
  • Handle: RePEc:rom:rmcimn:v:16:y:2015:i:5:p:635-653
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    File URL: http://rmci.ase.ro/no16vol5/08.pdf
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    References listed on IDEAS

    as
    1. Grigorescu, Adriana, 2007. "The marketing importance of European funded project," MPRA Paper 25093, University Library of Munich, Germany.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    marketing projects; project portfolio; construction industry; design and engineering for construction.;

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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