Generative mechanisms in project marketing : an agenda for inquiry = 项目营销的生成机制 : 调查议程
Generative mechanisms in project marketing : an agenda for inquiry = 项目营销的生成机制 : 调查议程 / Jaakko Aspara, Joel Hietanen, Pekka Mattila, Antti Sihvonen, Henrikki Tikkanen
p. 196-212 ; 25 cm
수록자료: Journal of global scholars of marketing science : bridging Asia and the world. Korean Academy of Marketing Science. Vol.23 no.2(2013 March), p. 196-212 23:2<196 ISSN 2163-9159 저자: Jaakko Aspara, Aalto University School of Business 저자: Joel Hietanen, Aalto University School of Business 저자: Pekka Mattila, Aalto University School of Business 저자: Antti Sihvonen, Aalto University School of Business E-MAIL: firstname.lastname@example.org 저자: Henrikki Tikkanen, Aalto University School of Business
Project-based exchanges have become the dominant mode of doing business for many industrial firms, and therefore research into project marketing activities has come to be of interest for many B2B academicians. In this study, we contribute to this discourse by proposing three macro-level generative mechanisms for connecting project marketing to business performance. To do so, we outline a critical realist philosophy of science and suggest generative mechanisms that constitute business performance. Specifically, the mechanisms we propose are: (1) project construction, (2) project implementation, and (3) project transition & leveraging. Additionally, we suggest that these mechanisms and the micro-mechanisms of which they are constituted could be explored from a critical realist perspective through the use of event-structure analysis (ESA) and qualitative comparative analysis (QCA).