Exploration of logic in project marketing using interpretive structural modeling

Previous research has identified 15 important drivers of project marketing, which are again verified through selected case examples. This study has been undertaken to develop a hierarchical flow of drivers of project marketing in a model using interpretive structural modeling (ISM). The adoption of such a ISM-based model on the drivers of project marketing would help managers, decision makers, and practitioners in ensuring the continuity of both relational and functional development in their organizations. Relational development helps project marketing organizations to approach clients before competitors. Functional development helps to maintain the potential offer by matching resources and capabilities. In addition to establishing structural relationship of linkages among the drivers of project marketing, the application of ISM followed by Matrice d'Impacts Croisés Multiplication Appliqueé à un Classement (MICMAC) analysis contributes to extant literature by showing that only two groups of such drivers exist, one having high driving power (such as strategic priorities) and the other having high dependence power (such as contract). The presentation of these drivers as a logical consistent ISM model provides a simple theoretical understanding of project marketing.