International strategic marketing of small construction consultancy firms: the case of Cypriot firms

Thrassou, Alkis and Vrontis, Demetris (2008) International strategic marketing of small construction consultancy firms: the case of Cypriot firms. International Journal of Entrepreneurship and Small Business, 6 (2). p. 296. ISSN 1476-1297

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Abstract

This research focuses on the small-firm Construction Consultants of Cyprus (CCCs) and their limitations and potentialities regarding internationalisation. It initially presents the theoretical foundations of CCC strategic marketing management and subsequently undertakes a marketing environment analysis to reveal the relative competitive advantages and disadvantages of such small firms in the global arena. The research finally prescribes explicit and comprehensive guidelines on global/international strategy and marketing, investigating further the question of adaptation versus standardisation. The findings show an intensely competitive and saturated local/national environment, with inflated buyers' bargaining power, and a distorted client perception of value. Internationalisation appears critical to survival for many small firms, with their size being both their strength and their weakness. Findings further indicate a need for multiple marketing strategies using standardisation and adaptation in parallel, and depending on the country focus, the specific target segments, as well as the choice of potential 'vehicle' companies/organisations towards market penetration.

Item Type: Article
Uncontrolled Keywords: marketing strategy; services; construction industry; Cyprus; adaptation; standardisation; small firms; consultancy firms; internationalisation.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Business, Computing and Applied Sciences > Business School > Business and Human Resource Management
Research Priority Areas: Applied Business Research
Depositing User: Anne Pengelly
Date Deposited: 05 May 2015 14:46
Last Modified: 05 May 2015 14:46
URI: http://eprints.glos.ac.uk/id/eprint/2173

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