A case study of hybrid strategies to create value for a contracting business in the education sector in England and Wales. Issue 4 (3rd May 2016)

• Record Type: Journal Article
• Authors: Cheung, F.K.T.; Kurul, E.; Oti, A.H.
• Is Part Of: Construction management and economics. Volume 34:Issue 4/5(2016)
• Page Start: 335
• Page End: 352
• Publication Date: 2016-05-03
• Subjects: Case study -- construction marketing -- hybrid strategies -- S-D logic -- value co-creation; Construction industry -- Management -- Periodicals; Construction industry -- Finance -- Periodicals; 338.47624
• DOI: 10.1080/01446193.2016.1200107
• Languages: English
• ISSNs: 0144-6193

Abstract

Abstract : Successful hybrid strategies adopt service marketing principles although the adoption of those principles by construction marketers is not apparent. Through an interpretive inquiry approach attempting to capture multiple views in a case of successful strategic programmes for the primary school market, various value co-creation elements of the programmes are assessed according to four axioms of service-dominant (S-D) logic. The strategic programmes were found to create value by (1) developing new skills and knowledge, building relationships to leverage skills and close the knowledge gaps; (2) enhancing interactions through customer engagement, dialogue creation and enrichment, the use of BIM technologies and social networks; (3) strengthening many-to-many relationships through supply chain integration; and (4) assisting individual customers to define their value propositions and to evaluate them through free self-service systems, and products and services inquiries. Further research is needed to assess how customers value the various co-creation elements identified in the paperevidence for applying the generic value co-creation principles to marketing in construction.