Generative mechanisms in project marketing – an agenda for inquiry

다국어 초록 (Multilingual Abstract)

Project-based exchanges have become the central form of doing business for many companies and therefore research of project marketing activities has become of interest for many B2B academicians. In this study, we contribute to this discourse by proposing three macro-level generative mechanisms for connecting project marketing to business performance.To do so, we outline a critical realist philosophy of science and a perspective to uncoveringgenerative mechanisms behind business performance. Specifically, the mechanisms we propose are: 1) project construction, 2) project implementation, and 3) project transition & leveraging. Additionally, we suggest that these mechanisms and the micromechanisms they constitute of could be explored from a critical realist perspective through the use of event-structure analysis (ESA) and qualitative comparative analysis (QCA).

참고문헌 (Reference)

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