Exploring marketing strategies in architectural services: the case of the architecture firms in Portugal
This paper explores the importance of marketing as a factor of competitive advantage for architectural service firms. Through an interpretative approach, three different stakeholders are interviewed: customers, potential customers, and architects. Besides the economic retraction that affects the Portuguese construction sector since the last decade, other reasons for a poor activity from architectural service firms in Portugal are identified. One of the main reasons seems to be related to the lack of awareness from consumers on what architectural services consist of and on the importance of architecture in their lives. Findings also indicate the absence, in most firms investigated, of an integrated marketing strategy that comprises decisions at the level of differentiation, customer orientation, relationship management, and marketing programs. The paper outlines strategic routes and practices for architectural service firms.