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Average ranking of marketing strategies based on major sub-group
Source publication
Effective marketing plays an important role in the overall success of companies and it is critical for any business to grow in the competitive environment. However, construction firms are unyielding to the complete adoption of comprehensive and effective marketing strategies to improve their performance and position in competition within the constr...
Context in source publication
Context 1
... will ensure speedy construction and that the client will be relieved of the financial burden. Based on the average ranking of the major grouping of the marketing strategies in Table 2, the builders ranked client-based strategies and firm-based strategies as first and second respectively. The quantity surveyors ranked project performance-based strategies and firm-based strategies in the first and second positions respectively. ...Similar publications
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Citations
... Changing client needs and expectations, high competitiveness as architects now have to compete for jobs, poor business management training as well as ad hoc attitudes to marketing all contribute to poor business performance (Kwami et al., 2022;Enwerekowe and Tsok, 2017). In addition, inadequate attention paid to marketing as a panacea for improving business performance has been a chronic and well-documented issue in the CI (Eze et al., 2018;Ogbu, 2017;Schieman and Mlambo, 2016;Yankah and Dadzie, 2015;Polat and Donmez, 2010;Arditi and Davies, 1988). While marketing strategies have been noted as drivers for improving business performance in the CI and within architecture firms (Eze et al., 2018), studies investigating which aspects of marketing predict business performance are rare (Ogbu, 2017). ...
... In addition, inadequate attention paid to marketing as a panacea for improving business performance has been a chronic and well-documented issue in the CI (Eze et al., 2018;Ogbu, 2017;Schieman and Mlambo, 2016;Yankah and Dadzie, 2015;Polat and Donmez, 2010;Arditi and Davies, 1988). While marketing strategies have been noted as drivers for improving business performance in the CI and within architecture firms (Eze et al., 2018), studies investigating which aspects of marketing predict business performance are rare (Ogbu, 2017). This is important because previous research has established that firms use different sets of marketing activities under various combinations of strategies in the pursuit of their objectives (Ogbu, 2015;Barksdale and Clopton, 1995). ...
... Generally, high-performing ICFs used marketing strategies more than average-performing firms. Employee competence and maintaining a strong pool of professionals were consistently ranked first in subsequent studies among NCI professionals, either as a marketing strategy (Eze et al., 2018) or as a factor influencing the choice of marketing strategies (Awodele et al., 2020). Studies in the NCI underscore the point that marketing practices are affected by prevailing macroeconomic conditions. ...
Purpose
This study aims to establish marketing practices which predict business performance of architecture firms within the Nigerian Construction Industry (NCI) to address the sustained poor business performance of firms, which affects allied professionals as many projects in the built environment depend on design proposals from architects.
Design/methodology/approach
Survey responses from 86 firms were used to model business performance measured as total revenue of the firms from 40 commonly deployed marketing practices in construction.
Findings
Two-thirds of the marketing practices most used by architectural firms were ineffective in predicting business performance. The model also explains up to half the variance in business performance (37.4–49.9%), supporting the view that marketing in the CI affects business performance. Researching client needs and competitors emerged as the only significant positive predictor of business performance ( β = 0.827, p = 0.043). Using social media ( β = −1.247, p = 0.004), regular participation in awards/competitions ( β = −1.420, p = 0.013) and inclusion of political offers in bids ( β = −1.050, p = 0.016) negatively predicted business performance.
Practical implications
Architecture and allied professional bodies in Nigeria need to rethink existing restrictions regarding marketing based on traditional code of ethics in light of present-day realities of digital and internet business environments. Principals and management of architecture firms require a paradigm shift in deploying the appropriate marketing practices, especially as it relates to research regarding changing client expectations and current competition within the NCI.
Originality/value
The study established marketing practices which model business performance and demonstrate their value in a framework for improving the financial sustainability of architecture firms within the NCI.
... It has been found to boost a company's competitive image and performance (E. Eze, Sofolahan, et al., 2018). Valmohammadi & Ahmadi (2015) found that KM practices have a positive, meaningful, but weak impact on overall organizational performance. ...
The dynamics in technological advancement and innovations in construction methods have caused construction organizations to operate in a highly competitive environment. As knowledge is an essential asset for surviving and remaining competitive in the construction industry, this study investigates the impact of knowledge management practices on the survival and sustenance of construction organizations. Construction professionals in Abuja-Nigeria were sampled using a well-structured questionnaire and multi-sampling techniques. The results of the study show that there is a low level of implementation of Knowledge Management among the construction organizations. Furthermore, it is found that the significant benefits of KM implementation are to improve the firm's competitive position, risks reduction, and better collaboration, to encourage innovation and profitability, faster problem solving, to improve project pricing, and to improve client satisfaction and patronage. It can be concluded that KM is a tactical and strategic competitive tool for surviving high competition in the construction industry. To ensure knowledge exchange between the locals and expatriates, the government should make a 'knowledge management plan' an essential part of the contract documents for pre-qualification and selection criteria.
... The construction business environment is highly competitive due to the influence and controlling force of lowest bid characteristic of the contractors (DULAIMI; SHAN, 2002;OYEYIPO et al, 2016). Similarly, the activities and performance of construction firms are influenced and shaped by the dynamics of demand and supply (EZE et al., 2018). In a traditional setting, most construction projects are awarded based on the lowest tender sum, having considered the commercial and technical capabilities among other factors. ...
... The study reported that competitive bidding mechanism, which is often based on the lowest price, has the highest impact on construction marketing. Eze et al. (2018) evaluated construction professionals' perception of the marketing strategies employed by construction firm, and found that maintaining a strong pool of professionals to boost the company image, developing non-economic or social bonds with clients, including political' offers in bids, having a project signboard, developing a marketable name as well as equipment branding, claim aversion, and free design contribution are the specific marketing strategies employed by construction firms. ...
... v. 11, n. 3, May-June 2020ISSN: 2236-269X DOI: 10.14807/ijmp.v11i3.1068 packaging company's document to look attractive, outsourcing supervision to more competent professionals, staff competence, writing of proposals, Developing a cordial relationship between client and other professionals, project signboard and equipment branding (OGBU, 2017;ALWASHI et al., 2017;EZE et al., 2018). ...
Construction firms are not dedicated to the comprehensive adoption of marketing concepts and strategy, and thus do not enjoy the benefits of profit maximization, client satisfaction and loyalty and improved overall organizational performance. The purpose of this paper is, to assess the perception of construction professionals regarding the factors influencing the choice of marketing strategies adopted by their construction firms. A questionnaire survey approach was used in the study. The questionnaires were administered to construction professionals within the study area, Frequency, Percentile, Mean item score and Kruskal-Wallis test were used to analyses the data collected. The study found that employees' competence, technical knowledge of the firm, macroeconomic environment, and innovation are the major factors that influence the choice of marketing strategy. It was concluded that a firm's employee's knowledge and competencies and technological innovation plays a critical role in the adoption of suitable marketing strategies in the construction industry. In addition, there is agreement among construction professionals regarding the factors influencing the choice of marketing strategies adopted by their firms. This study adds to the body of knowledge existing on marketing and marketing strategies in construction organizations in Nigeria.
