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

F.K.T. Cheung, E. Kurul and A.H. Oti

Construction Management and Economics, 2016, vol. 34, issue 4-5, 335-352

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.

Date: 2016
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DOI: 10.1080/01446193.2016.1200107

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