The Architects Collaborative, Inc

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Case

Reference no. 9-575-016

Subject category: Marketing

Authors: Ralph Biggadike (Harvard Business School); U Wiechmann (International Institute for Management Development (IMD)); Ulrich E Wiechmann (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1974

Version: 10 March 1986

Length: 21 pages

Data source: Field research

Topics: Business policies; Management styles; Creativity; Marketing strategy; Product development

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Abstract

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:

Massachusetts

Industry:

Creative services

Size:

272 employees

Other setting(s):

1974