Marketing Strategy and Company Performance in the U.K. Construction Industry

The U.K. Construction Industry holds a major place in the British economy. The industry is a complex interaction of a number of different types of organisations. At the hub of the industry is the "Main Contractor", - the organisations that co-ordinate and execute construction projects.<br/><br/>Like many non consumer based industries, the Construction Industry has been slow to adopt the 'marketing concept'. This concept suggests a totally new way of looking at a business and would mean a departure from the traditional approach to the management of Main Contractor companies.<br/><br/>Many researchers have explored the relationship between marketing orientation (in a number of forms) and company performance. The consensus of opinion is that such an approach to running a business can result in improved financial performance.<br/><br/>This study has set out to investigate the relationship between a marketing orientation and company performance in the U.K. Construction Industry.<br/><br/>The results, in general, support the findings of earlier research and suggest that Executives of Main Contractor organisations should give serious consideration to the adoption of a marketing oriented approach to the management and direction of their firms.

Name dc:type.qualificationname

Master's Thesis

Level dc:type.qualificationlevel

Student thesis

Grantor dc:publisher.institution

Polytechnic of Wales

Year dc:date.issued

1987

Author dc:creator

• Davies, Eric

Language dc:language

eng

Identifier

oai:pure.atira.dk:studenttheses/163138be-f0f2-484f-b940-200f3eff9efc

OAI identifier oai:identifier

oai:pure.atira.dk:studenttheses/163138be-f0f2-484f-b940-200f3eff9efc