محدوده ادغام در کنار پایان چرخه عمر پروژه: یک دیدگاه بازاریابی در مورد دو پیمانکار عمده؟

The conceptual lens of marketing in construction is used for analysis. There are two main findings. First, the degree of coordination is marginally improved, yet the understanding and effort committed to BD was lower compared to BM. Therefore, the ability to develop win-strategies during BM was compromised by the lower emphasis on BD. Second, it was found that the level of integration between the two functions and with other functions, such as procurement and supply chain management, was low. This compromised the value propositions and delivery of benefits. The outcome is a contractor focus upon survival with sub-optimal strike rates and value propositions.