26 Questions
What is the focus of the research conducted by Bernard Cova and Karin Holstius?
The marketing of projects
What is the proposed use of the developed model for international project marketing?
Creating competitive advantage in project business
What is the status of project marketing in terms of theoretical concepts and research validation?
It lacks its own theoretical corpus of original concepts validated by research
What is the significance of projects in the context of international business operations and strategic choices?
They have become increasingly important
How many key success factors for project business were isolated in the first empirical study?
Three
What is the relationship between the different stages in the building process and the seller's project marketing cycle?
They are related
What is the main conclusion drawn from the combination of the two separate research approaches?
A model for international project marketing was developed
How does the text describe the overlap of project marketing with corporate functions?
It overlaps all corporate functions
What is the big advantage of project business?
The ability to combine and restructure existing or expandable product and service potential.
What is the purpose of the article?
To establish key success factors for creating competitive advantage in project business.
What research approach is used in the article?
A concept analytical research approach.
What does the article aim to identify through empirical studies?
(a) Factors which influence the seller's success in project business, and (b) variables which are relevant to the project buyer.
Why does project business require organizational readiness and a new management approach?
Because it is essentially different from traditional trade with goods and services.
In which market areas can firms gain relative superiority in project business?
Not only in relatively new market areas such as the oil-exporting and developing countries, but in industrialized countries as well.
What do new demands in international markets not necessarily require in project business?
The development of original new products.
What type of success factors does the article aim to establish?
Key success factors for creating competitive advantage in project business.
What are the three key success factors for a firm engaging in project business?
personnel readiness, administrative effectiveness, entrepreneurial culture
How many major action variables for the marketing of projects were identified in the second study?
six
What are the six major action variables for the marketing of projects?
promotion, relations, sales force, corporate linkages, price, offer
What did the conceptual combination of the two sets of factors result in?
a hypothetical project-winning model
What needs to be done with the hypothetical project-winning model?
validated
What are the two major characteristics of project marketing highlighted in the study?
buyer/seller interaction at each of the six phases, overlapping of all corporate functions
What do the results presented in the study support the idea of, in project marketing?
specificity compared with traditional marketing of industrial goods
What does the creation of the 'European network on project marketing and systems selling' aim to do?
group the researchers implicated in this field
Who are the authors of the 1989 article 'New vistas in competitive bidding strategies'?
T. Allen and B. Cova
In which conference were the proceedings of 'Project marketing: Clarification of a concept and basis for theory building' presented?
the 6th IMP Conference in Milan
Learn about creating competitive advantage in project business through the perspectives of both the seller and the buyer. Explore the research approaches and the development of a model for international project marketing.
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