Ritual Platforms For Instigating Personal Relationships In Project Marketing
Source: IMP Group
It is usually advocated that project-based companies have to develop networks of relations in order to anticipate and shape forthcoming projects in their key target industries (Cova et al., 2002). This is due to the high degree of discontinuity existing in the economic relationship between the buyer and seller (Hadjikhani, 1996; Mandjak and Veres, 1998). For example, the buyer of a power station may only need to develop such a facility every five or ten years. Thus, the main marketing strategy adopted by project-based companies (Artto and Wikström, 2005) when faced with particularly irregular purchasing patterns among their clients is to try to overcome the effects of economic discontinuity by developing strong social and relational bonds (Björkman and Kock, 1995).