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| Author: | Skaates, M. A. Tikkanen, H. Alajoutsijarvi, K. |
| Title: | Social and Cultural Capital in Project Marketing Service Firms: Danish Architectural Firms on the German market |
| Journal: | Scandinavian Journal of Management
2003 : DEC, VOL. 18:4, p. 589-610 |
| Index terms: | PROJECTS PROJECT MANAGEMENT SOCIAL ECONOMICS CULTURE INTERNATIONAL ECONOMICS SERVICE MARKETING |
| Language: | eng |
| Abstract: | This article analyses the marketing activities of three Danish architectural firms in Germany during the 1990s from a perspective that is new to project marketing, in that the Bourdivan concepts of social and cultural capital are applied to the offerings and activities of firms. The cases presented provide support for the claim that the accumulation of social and cultural capital is crucial to acquiring architectural projects, while also indicating that cultural and social capital are internationally transferable to a limited extent only. This in turn suggests that national construction industries are best viewed as distinct project marketing milieus. |
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