A twin-track networking approach to project marketing

Bernard Cova and Steven Hoskins

European Management Journal, 1997, vol. 15, issue 5, 546-556

Abstract: The purpose of this article is to go far beyond competitive bidding strategies and consequently to highlight the fact that project marketing and system selling mainly consist in the management of a firm's relationships to a local network of business and non-business actors, named the milieu. This networking action forms the basis of a twin-track approach aiming at maximizing the firm's chances of success on on-going projects by: - anticipating the competitive arena and the rules of the game (deterministic approach); - becoming actively involved in shaping the competitive arena and the rules of the game (constructivist approach).

Date: 1997
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