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From competitive tendering to strategic marketing : an inductive approach for theory-building

Author

Listed:
  • Bernard Cova

    (EM - EMLyon Business School)

  • Florence Crespin-Mazet
  • Robert Salle

Abstract

Based on the analysis of the strategic marketing approaches implemented by four firms selling projects and systems under the rule of competitive tendering, this article advocates that their marketing approaches depart both from mere reactive behaviours and from rigid strategic planning guidelines to projects opportunities. The strategic approach used by these firms can be conceptualized in a ten-stage process divided into two major phases: a general approach independent of a given project opportunity, and a project-specific approach. The general approach can be seen as an anticipatory process both at the technical and cognitive levels leading to the definition, by the supplier firm, of an overall core offering and to the establishment of a portfolio of project opportunities. The project specific approach can be seen as an adaptation process in which the supplier adjusts his/her overall offering according to project specificities.

Suggested Citation

  • Bernard Cova & Florence Crespin-Mazet & Robert Salle, 1994. "From competitive tendering to strategic marketing : an inductive approach for theory-building," Post-Print hal-02312711, HAL.
    • Handle: RePEc:hal:journl:hal-02312711
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    Cited by:

    1. Pekkarinen, Olli & Salminen, Risto T., 2013. "Developing industrial solution offerings: A framework and management guidelines," jbm - Journal of Business Market Management, Free University Berlin, Marketing Department, vol. 6(3), pages 143-170.
    2. Welch, Catherine, 2005. "Multilateral organisations and international project marketing," International Business Review, Elsevier, vol. 14(3), pages 289-305, June.
    3. Matteo Cinelli & Giovanna Ferraro & Antonio Iovanella, 2022. "Connections matter: a proxy measure for evaluating network membership with an application to the Seventh Research Framework Programme," Scientometrics, Springer;Akadémiai Kiadó, vol. 127(7), pages 3959-3976, July.

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