Theoretical framework of strategic behaviors in Thai contractors: An empirical case study

Purpose – The purpose of this paper is to analyze the differences of the influence of implication of perceptions of business environment on Thai contractors' strategic behaviors and strategic performances. Design/methodology/approach – Using a case study methodology, the paper extensively documents nine case studies interviewing the CEOs or senior executives, functional managers, senior project managers, and some of their clients regarding research questions developed from strategy theories with evidence that has appeared in various strategy researches in construction. Finding – A generic theoretical framework of contractor's strategic alignment has been developed to address different strategic alignments illustrating an interaction between implication of perceptions of business environment, strategic behaviors, and strategic performances. Practical implications – This generic framework can systematically help Thai contractors in improving strategic behaviors and yield better strategic performance. The findings can also be applied to contractors in other developing countries. Originality/value – This paper is a strategic management study in construction that holistically emphasizes the customer and the firm as the key instead of solely emphasizing the project. The study in this area is slowly gaining recognition in the construction industry.