Marketing Communication Performance Management in Industrial Project Business

For a long time, marketing communication (MarCom) has played only a minor role within industrial project business’ unique, complex, and discontinuous project transactions. Most suppliers are still in the dark about how MarCom can positively contribute to success on the marketplace in their alleged technique-driven business environment. In particular, the MarCom function within suppliers faces a contradictory situation with divergent expectations: On the one hand, it is involved in a variety of different MarCom activities and thus predestined to be the driving force behind integrated marketing communication (IMC). On the other hand, it is in special need to prove its added value in an engineer-dominated corporate culture due to its predominant role as sales support or service provider. In line with the core insights of an extensive dissertation project, this booklet explores and leverages MarCom performance management in industrial project business. Empirical results build on an embedded single-case study with a large Germany-based supplier as well as comparative case examples from 34 D-A-CH-rooted suppliers, each operating in industrial project business. In essence, findings suggest that supplier-based MarCom functions that interpret their role both operationally and strategically can lay a strong foundation for (‘harder’) functional value delivery on various (‘softer’) enabling levels. Dr. des. Carsten Paulus