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Factors Influencing Brand Values within the Construction Industry

byTanweer Arshad

2rd Year (Part-time)

SupervisorsUmit S. Bititci

Peter Ball

Date 17th Jan 2006University of Strathclyde, Glasgow.

        

  

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Agenda

1. Introduction

2. Background

3. Methodology

4. Implementation

5. Conclusion

6. Further Work

        

  

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Introduction

• The businesses within the construction industry operate with complex supply chains with different clients achieving their own goals (Atkins 1994)

• A lot of companies in this industry strive to focus on themselves with little focus on the customer (Rostad et al 2005)

• Within other industries, brand management has evolved to incorporate customer value to create competitive advantage (Christopher 1996)

• However within the construction industry customer values remain nothing more than an idealisation

• Hence we have decided to take this as the research objective in order to address these issues within the construction industry

        

  

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Research Objective

“To identify the brand behaviours that influence brand values within the construction industry”

        

  

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Research Questions

• What are the different brand values within the construction industry?

• What are the different customer touch-points within the construction industry?

• What are the brand behaviours at the customer touch-point end (in question 2) that could influence brand values (in question 1)?

• What are the performance indicators, which measure the brand behaviours?

• Model the relationship between brand values, brand behaviours and performance measures

        

  

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Research Methodology

• The domain for this research is socially constructed and the observer is the part of what’s being observed, hence the research is dominated by phenomenological paradigm

• The initial part of this research is building a model (induction) and the later part of the research will be testing that model (deduction)

• The researcher will be part of the organisation and have full control on the study taking place in the company and hence action research will be applied

• Personal observation, Personal interviews, Telephone interviews will be used as data collection techniques

        

  

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Research Process

Interviews with 50 Contractors

Literature Review

Action Research at SGB Group

Dissemination & Exploitation

Data Collection & Cross Case Analysis

Build the Model

        

  

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Research Time Plan

Task 2005 2006 2007 2008

Basic Literature Review

Putting Forward Research Proposal

Preparing Questionnaire & sending them to top 50 contractors within the Construction Industry

Detailed Literature Review

Building the Model

Testing the Model through Action Research

Writing up

        

  

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Literature Review

Brand Management & Brand Values

Supply Chain Management

Behaviour & Change

Management

Performance Measurement

        

  

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Further Work

Interviews with 50 Contractors Action Research at SGB GroupDissemination & ExploitationData Collection &

Cross Case Analysis Build the Model

        

  

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Any Questions ?