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The role of environmental sustainability in marketing of small architectural design practices

机译：环境可持续性在小型建筑设计实践营销中的作用

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摘要

Environmental sustainability in construction is a pressing concern. Despite their importance to the industry, and evident differences from large organizations in business strategy, markets and challenges, the literature has little to say about how small architectural design firms view the marketing potential of improved environmental sustainability. The aim is to address this gap by examining practitioner experience of sustainability and marketing in small architectural design practices. Semi-structured interviews were conducted with 16 such practices. A critical interpretive stance was adopted in analysis, drawing on the theoretical framings of service-dominant logic (SDL) and relationship marketing. Sustainable design is part of the co-creation of value in architecture, enhancing the value proposition beyond a cost basis. Its inclusion contributed to business development through referrals. Taken together, co-creation of value and asymmetry of knowledge between professional and client drive the conclusion that the architectural designer has primary responsibility in guiding clients towards greater environmental sustainability. This responsibility and the role of sustainability in business development were not necessarily recognized by the designers. Insights from SDL challenge assumptions that cost and lack of client demand prevent greater sustainability in design.
机译：建设中的环境可持续性是一个紧迫的问题。尽管它们对行业非常重要，并且与大型组织在业务战略，市场和挑战方面存在明显差异，但是对于小型建筑设计公司如何看待改善的环境可持续性的营销潜力，文献很少说。目的是通过检查实践者在小型建筑设计实践中的可持续性和市场营销经验来解决这一差距。使用16种此类实践进行了半结构化访谈。在分析中采用了批判性的解释立场，借鉴了服务主导逻辑（SDL）和关系营销的理论框架。可持续设计是建筑价值共创的一部分，可将价值主张提高到成本基础之上。它的加入通过推荐为业务发展做出了贡献。综上所述，专业人士和客户之间价值的共同创造和知识的不对称共同得出了这样的结论：建筑设计师在引导客户实现更大的环境可持续性方面负有主要责任。设计师并不一定认识到这种责任和可持续性在业务发展中的作用。 SDL的见解挑战了以下假设：成本和缺乏客户需求阻碍了设计的更大可持续性。

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