Marketing and architects in South Africa

Karam, Aly

doi:10.1108/09699980310509372

Cited by 4 publications

(3 citation statements)

References 1 publication

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“…It emerged that it is an increasingly sophisticated consumer who can make more advanced demands with more readily available information (Karam, 2003).…”

Section: Exploring Marketing Practicesmentioning

confidence: 99%

Exploring some marketing practices in management consulting firms: evidence from small service firms in Italy

Gabbianelli

Pencarelli

2021

TQM

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PurposeThe purpose of the paper is to investigate the marketing and communication activities carried out by small management consulting firms and how they relate to customers.Design/methodology/approachAfter the framing of the literature on the subject, the study is based on the results of a survey carried out through an online questionnaire. The sample under investigation is represented by 914 small consulting firms located in central Italy.FindingsResults show that half of the sample carried out marketing and communication activities, mainly through the website and social media, while others participating in events as speakers at conferences. It also emerges that management consulting firms carry out activities aimed at maintaining relationship with customers even if they do not invest time in market research in order to find potential and new clients.Practical implicationsThe study suggests that management consulting firms should adopt a systematic and strategic approach to communication and should develop a complete and integrated digital communication strategy, as well as to rethink the consulting business model.Originality/valueThere are no previous studies that provide insight into the everyday practice of marketing and communication of small management consulting services in today's dynamic and changing economic environment.

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“…It emerged that it is an increasingly sophisticated consumer who can make more advanced demands with more readily available information (Karam, 2003).…”

Section: Exploring Marketing Practicesmentioning

confidence: 99%

Exploring some marketing practices in management consulting firms: evidence from small service firms in Italy

Gabbianelli

Pencarelli

2021

TQM

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“…In the article, they expounded that traditionally marketing has been looked down by the professionals. An empirical study related to marketing in the architectural profession in South Africa (for Cape Town) was conducted by Karam (2003). The study argues for the necessity of a marketing approach particularly in times where newer architects and firms are making their presence felt and making the competition intense.…”

Section: Literature Studymentioning

confidence: 99%

“…Jaafar et al (2008) The study explores the necessity of applying marketing practices by engineering consultancy firms in Malaysia Firms rely on their capabilities in delivering services as an important marketing strategy Little scope for adopting typical marketing tools that are otherwise both cost and time consuming Competing on the price is one of the major barriers to the consulting firm's adoption of the marketing concept Incompatibility of marketing with the "professional ethics" 10. Karam (2003) The study assess the extent to which the marketing concept has been adopted and implemented by architectural firms in the UK Lack of in-house marketing expertise Recognizing the need for an integrated marketing approach Marketing is the responsibility of the superior to market for the firm 11. Kolleeny and Lynn (2001) The study argues for the necessity of a marketing approach particularly in times where the workload is declining…”

Section: S No Author/year Description Of the Study Barriers Identifiedmentioning

confidence: 99%

Architectural profession in India: perception towards service marketing

Singh

2017

JEDT

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Purpose Spurred by the internationalization trend, many architectural professional bodies across the globe relaxed their norms related to the acceptance of promotion and marketing within the services. However, in India, the architectural services codes have not reflected any changes. This paper aims to focus on Indian architectural practice and attempts to investigate about the causes of low marketing activities within the practice in the country. Design/methodology/approach The study is based on a primary research process of data collection through survey administration. Survey is conducted using a close-ended structured questionnaire based on Likert scale technique. The data are analysed using both descriptive and empirical research techniques mainly, factor analysis. The sample is defined using random clustering sampling technique, from the list of architects registered with the professional regulating body of India, i.e. the Council of Architecture. Findings The findings of the study are suggestive that architectural firms in India are instinctively practising marketing-related activities, to position their firm to attract clients without formally adopting them. There appears to be a silent routinization of the marketing tasks in the firms. The findings are suggestive of academic and professional ignorance as one of the barriers towards marketing. The findings advocate that recognizing the growing competitive nature of architectural practices in the country, the regulatory and institutional body, Council of Architecture, may retrospect their code of conduct. The results of the present study have a great implication on the architectural education in the country. The findings advocate that the architectural curriculum in the country should be broadened to include the basic knowledge about marketing. Research limitations/implications The present study opens a newer paradigm in the practice of architectural services. It highlights the growing linkages between the field of marketing and architecture. It opens a new area of research where linkages between interdisciplinary fields is an important aspect that needs researchers attention, to have a good model of survival for professional firms in a highly competitive environment. Practical implications The research findings have great implications for the architectural firms that seek to operate in the globally volatile environment. The increasing competitive nature of the architectural services in India demands a dynamic decision and procurement methods that can strategically position firms in the market. Marketing strategies have a significant role in positioning firms and increasing their client base. Originality/value The subject of architectural practice and its operation is an under-researched area. The present study makes a strong point for formal involvement of marketing strategies in the promotion of architectural firms in India. The paper attempts to bridge this gap, and the strength of the paper lies in the empirical nature of its investigation.

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