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The marketing strategy of a project-based firm: The Four Portfolios Framework |
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| Authors: | Henrikki Tikkanen [Author Vitae] Jaakko Kujala [Author Vitae] Karlos Artto [Author Vitae] |
| Institution: | a Helsinki School of Economics, Department of Marketing and Management, Runeberginkatu 14-16, 00100 Helsinki, Finland b Helsinki University of Technology, BIT Research Centre, P.O. Box 5500, FI-02015 HUT, Finland c Helsinki University of Technology, Department of Industrial Engineering and Management, P.O. Box 5500, FI-02015 HUT, Finland |
| Abstract: | The purpose of this paper is to address the simultaneous management of multiple business relationships and multiple projects in the marketing strategy of the project-based firm. The research question is: How can the essence and interdependencies between the portfolios of relationships and projects be conceptualized as the marketing strategy of a project-based firm? We address this question by constructing a framework including two portfolios of relationships and two portfolios of projects, and by discussing how these portfolios may be interrelated. Combining the approaches of relationship management in project marketing on the one hand and the management of project portfolios on the other contributes a novel viewpoint to project marketing. |
| Keywords: | Project-based firm Project marketing Marketing strategy Relationship portfolio Project portfolio |
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