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Case
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Reference no. 9-505-S17
Spanish language
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 1974
Version: 10 March 1986
Length: 22 pages
Data source: Field research

Abstract

This is a Spanish version. Although internationally recognized for quality design, the collaborative's billings have been on a plateau for four years and they are losing jobs to architects with sophisticated marketing practices. The main issue is how marketing can be integrated into a design partnership believing that formalized strategy and promotion interfere with creativity. Other issues include the problems of marketing a professional service, whether efficiency and quality can coexist, how architects are selected, and defining an architect's product.
Location:
Size:
272 employees
Other setting(s):
1974

About

Abstract

This is a Spanish version. Although internationally recognized for quality design, the collaborative's billings have been on a plateau for four years and they are losing jobs to architects with sophisticated marketing practices. The main issue is how marketing can be integrated into a design partnership believing that formalized strategy and promotion interfere with creativity. Other issues include the problems of marketing a professional service, whether efficiency and quality can coexist, how architects are selected, and defining an architect's product.

Settings

Location:
Size:
272 employees
Other setting(s):
1974

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