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Towards a service-led relationship in project-based firms

机译：建立基于项目的公司中的服务主导型关系

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Project-based firms increasingly apply practices that are in line with relationship marketing (RM), which is a shift from individuality to mutuality, and service-dominant logic (SDL), which is a shift from a focus on goods exchange to an emphasis on service exchange. These firms also adopt value co-creation processes, benefiting from both RM and SDL views. However, their overall transition towards RM, SDL and/or both is not clearly understood. Therefore, the research aim is to explain how and why project-based firms have moved away from transitional marketing. A retrospective action research between 2002 and 2009 provides process data on how a single main contractor adapted their marketing approach over five publicly funded projects within the oil, gas and petrochemical industries. The findings show that the uniqueness and dynamics of projects necessitate the adoption of both SDL and RM, a view that is entitled the service-led relationship here. This transition occurs through services expansion, multi-level distributed interactions and process-oriented performance management in projects. The firm enabled the transition through the evolution of both institutional mechanisms such as contracts and organizational structure, and people attributes such as capabilities and culture.
机译：基于项目的公司越来越多地采用与关系营销（RM）相适应的实践，即从个性到互惠的转变，以及服务主导逻辑（SDL），这是从关注商品交换到强调关注的转变。服务交流。这些公司还采用了价值共创流程，从而从RM和SDL视图中受益。但是，它们向RM，SDL和/或两者的总体过渡尚不清楚。因此，本研究的目的是解释基于项目的公司如何以及为何远离过渡营销。在2002年至2009年之间进行的一项回顾性行动研究提供了有关单个主承包商如何在石油，天然气和石化行业内五个公共资助项目中调整其营销方式的过程数据。研究结果表明，项目的独特性和动态性要求同时采用SDL和RM，这种观点在这里被称为服务主导关系。这种过渡是通过服务扩展，多层分布式交互和项目中面向过程的绩效管理来实现的。该公司通过诸如合同和组织结构之类的机构机制以及诸如能力和文化之类的人的属性的演变，实现了转型。

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