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| Author: | Jalkala, A. (et al.) |
| Title: | Changing project business orientations: towards a new logic of project marketing |
| Journal: | European Management Journal
2010 : APR, VOL 28:2, p. 124-138 |
| Index terms: | project management marketing future |
| Language: | eng |
| Abstract: | This paper discusses changing orientations in the project business arena and their impact on the future of project marketing theory and practice. Two longitudinal empirical research programs, based on cross-national qualitative data, reveal all-together ten different orientations that shape the area of international project business. Case examples are used to demonstrate how these changing orientations influence project business companies and their behavior. New directions for project marketing are proposed: for each of the changing orientations identified, a possible shift in project marketing theory and practice is suggested. |
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