Designing a B2B Marketing Model in the Construction Industry Based on Strategic Agility
Keywords:
Industrial marketing, strategic agility, thematic analysis, construction industryAbstract
The construction industry, as a project-based, multi-actor, and complex sector, faces numerous challenges in the realm of B2B marketing. Market dynamism, stakeholder diversity, economic fluctuations, and technological developments have intensified the need to revise traditional marketing patterns. Within such a context, strategic agility can serve as a novel approach to enhance an organization's ability to respond swiftly and intelligently to environmental changes. The aim of this study is to design a localized and multidimensional model for B2B marketing in Iran’s construction industry, centered around strategic agility. This research is qualitative in nature and developmental–applied in purpose. The required data were collected through semi-structured interviews with 20 experts in the construction and industrial marketing sectors. The data analysis was conducted using the Attride-Stirling thematic analysis method. The validity of the analysis was assessed using quantitative indices such as Holsti's method, Cohen’s Kappa, P-Scott, and Krippendorff's Alpha. The findings led to the development of a three-layered model consisting of 8 global themes, 16 organizing themes, and 102 basic themes. The main themes included strategic agility, digitalization, communication management, product innovation, sustainability, risk management, operational efficiency, and market leadership. These themes encompass the key dimensions of agile marketing in the construction industry and reflect a coherent integration of technical, managerial, and environmental requirements. The proposed model provides a practical framework for planning marketing strategies in construction projects within today’s competitive and volatile environment. This model can be utilized as a decision-making tool for senior managers, a foundation for designing digital marketing dashboards, and a framework for assessing agile market readiness in B2B projects.
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Copyright (c) 2025 Mohsen Norouzi (Author); Seyed Abbas Heydari; Vahid Reza Mirabi, Hamid Alizadeh (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
