A Systematic Approach to Designing a Project oriented Organization Business Development Model
Subject Areas :
Azim
Zarei
1
(سمنان)
Reza
Behboud
2
(دانشگاه سمنان)
Adel
Azar
3
(Tarbiat Modares University)
Keywords: Marketing, Business development, Project based organization, Soft system methodologies.,
Abstract :
On the macro level, organizations are divided into project-based and non-project-based categories according to the nature and type of work. Project-based businesses have a specific start and end point and end up delivering the project to the owners. Therefore, marketing in these kinds of organizations is very important in order to continue the life of the organization by searching for new projects to produce a product or service. But marketing in project-oriented organizations is highly sensitive with considering the high cost of bidding, the intense competitive environment, the complex and varied technical knowledge and technology. This paper studies the marketing process in the project-oriented organization of industrial projects management of Iran and due to the complexity of this issue and the presence of multiple stakeholders in designing a marketing model for the organization; a soft systems methodology approach has been used. Seven steps of model design using this approach was mentioned, internal and external factors influencing the marketing process by the role of each was introduced, and finally the needed changes such as revising the organization's statute, attempting to obtain the contracting rank in others industrial areas, preparing and approval of a acquisition plan, setting up an independent R&D department, and developing partnerships with technology companies were offered to stackholders to improve system performance and enhance the effectiveness of the marketing process.
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