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In project marketing research, there is limited understanding of the mechanisms of how central project marketing actions lead to success and good business performance of the project-based firm. The purpose of this conceptual paper is to extend the understanding of the content and repertoire of (competitive) actions along the project marketing process, and the (causal) mechanisms leading to desired project and business outcomes in project marketing. The authors then propose an approach for uncovering causal mechanisms by utilizing historical narratives to transcend the inadequacies related to the regulatory theory of explanation, and thus explore the possibility to open the 'Black boxes' of constant conjunctions in open systems in project marketing.
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