Title: International strategic marketing of small construction consultancy firms: the case of Cypriot firms

Authors: Alkis Thrassou, Demetris Vrontis

Addresses: Department of Marketing, University of Nicosia, P.O. Box 24005, 1700 Nicosia, Cyprus. ' School of Business, University of Nicosia, P.O. Box 24005, 1700 Nicosia, Cyprus

Abstract: This research focuses on the small-firm Construction Consultants of Cyprus (CCCs) and their limitations and potentialities regarding internationalisation. It initially presents the theoretical foundations of CCC strategic marketing management and subsequently undertakes a marketing environment analysis to reveal the relative competitive advantages and disadvantages of such small firms in the global arena. The research finally prescribes explicit and comprehensive guidelines on global/international strategy and marketing, investigating further the question of adaptation versus standardisation. The findings show an intensely competitive and saturated local/national environment, with inflated buyers| bargaining power, and a distorted client perception of value. Internationalisation appears critical to survival for many small firms, with their size being both their strength and their weakness. Findings further indicate a need for multiple marketing strategies using standardisation and adaptation in parallel, and depending on the country focus, the specific target segments, as well as the choice of potential |vehicle| companies/organisations towards market penetration.

Keywords: marketing strategy; services; construction industry; Cyprus; adaptation; standardisation; small firms; consultancy firms; internationalisation.

DOI: 10.1504/IJESB.2008.018634

International Journal of Entrepreneurship and Small Business, 2008 Vol.6 No.2, pp.296 - 314

Published online: 02 Jun 2008 *

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