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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 ?
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