Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1028623 | Industrial Marketing Management | 2007 | 12 Pages |
Abstract
The purpose of this paper is to address the simultaneous management of multiple business relationships and multiple projects in the marketing strategy of the project-based firm. The research question is: How can the essence and interdependencies between the portfolios of relationships and projects be conceptualized as the marketing strategy of a project-based firm? We address this question by constructing a framework including two portfolios of relationships and two portfolios of projects, and by discussing how these portfolios may be interrelated. Combining the approaches of relationship management in project marketing on the one hand and the management of project portfolios on the other contributes a novel viewpoint to project marketing.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Henrikki Tikkanen, Jaakko Kujala, Karlos Artto,