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. 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. 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. This study has set out to investigate the relationship between a marketing orientation and company performance in the U.K. Construction Industry. 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.
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