Multilateral organisations and international project marketing

This paper examines the international marketing process of organisations that bid for and supply to projects financed by multilateral organisations (such as the World Bank and Asian Development Bank). The findings of an interview study are discussed in terms of suppliers' package mix, relational mix and strategic mix. Multilateral procurement is found to constitute a distinctive project context in a number of ways, not least because of the structure of the buyer cluster and the institutional rules (multilateral and national) that affect inter-organisational relations.