How to create competitive advantage in project business

The marketing of projects was studied separately from the seller's and from the buyer's points of view. The two research approaches were then combined and a model for international project marketing was developed. First it was demonstrated how the different stages in the buying process are related to the seller's project marketing cycle. Then, two separate empirical studies were conducted. In the first, three key succes factors for project business were isolated. These factors were then combined with six major action variables identified in the other study. The resulting model shows how the marketing of projects overlaps all corporate functions, and it is proposed that this model can be used for creating competitive advantage in project business.