Rethinking Project Management – Did We Miss Marketing Management?

Relationship Between Marketing and Project Management Success Through Cognitive Process Lens

“…These aspects are fully aligned with the new dimensions of project success prescribed by Shenhar and Dvir [54]. We point out that the interaction between PM and Marketing thinking should provide better performance and sustainable success to organizations and their projects, as satisfying the needs of consumers is to bring about a superior organization performance [43]. In this sense, terms such as "project business" and "project marketing" started to appear in PM literature as evidence of the synergy of PM with the market and business orientation thinking [30].…”

“…It is stated by extant literature and practitioners that companies may benefit from being client-oriented. Having established in theories of marketing [33], and project management procedures and practice [43]. As this orientation to the client is promoted in theory, as well as in the implantation of project plans, instilled in project managers orientation, it is expected that the unconscious attitude to project marketing can favorably match the project success, as it can be considered through clients point of view, giving rise to hypothesis two: H2: The unconscious attitude to project marketing has a direct and positive relationship with project success.…”

“…The theoretical contribution of these areas of knowledge has been accumulating independently. However, they seem to converge in the concern of researchers and practitioners with the market impacts of a project earlier [8] and more recently [43]. Thus, to the extent that this divergence is imposed in the theoretical field, as a research paradigm and ontological tradition, we emphasize that it must be observed how the project manager assesses the relationship between these areas of knowledge, apart of the theoretical debate that can be established.…”

“…It has evolved in recent years as a theory to support PM thinking, involving bidding and relationship [5], and other criteria to merge these areas [8], particularly to manage discontinuity of a project [26]. We emphasize here that both researchers and practitioners have incorporated marketing implicitly or explicitly into PM [43]. According to Durval and Avila [15], managers must incorporate the marketing perspective in projects.…”

Upravljanje projektima - kancelarija za upravljanje projektima u funkciji korporativnog upravljanja u centralnim bankama

“…Како се данас са организовањем пословних активности кроз пројекте сусрећемо у готово свакој организацији, може се закључити да су и приватни и јавни сектор већ увелико искусили "пројектизацију" [47]. Међутим, разлози за инкорпорирање пројектног управљања у оперативно пословање организација значајно се разликују у зависности од структуре њеног власништва и капитала.…”