A case study of hybrid strategies to create value for a contracting business in the education sector in England and Wales

Cheung, Franco and Kurul, E. and Oti, A.H. (2016) A case study of hybrid strategies to create value for a contracting business in the education sector in England and Wales. Construction Management and Economics, 34 (4-5). pp. 335-352. ISSN 0144-6193

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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.

Item Type: Article
Additional Information: This is an Accepted Manuscript of an article published by Taylor & Francis in Construction, Management and Economics on 7th July 2016, available online: http://www.tandfonline.com/doi/abs/10.1080/01446193.2016.1200107
Identification Number: https://doi.org/10.1080/01446193.2016.1200107
7 July 2016Published Online
7 June 2016Accepted
Subjects: CAH13 - architecture, building and planning > CAH13-01 - architecture, building and planning > CAH13-01-02 - building
Divisions: Faculty of Computing, Engineering and the Built Environment > College of Built Environment
Depositing User: Users 18 not found.
Date Deposited: 12 Aug 2016 13:43
Last Modified: 20 Jun 2024 11:46
URI: https://www.open-access.bcu.ac.uk/id/eprint/3201

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