Factors Influencing Brand Values within the Construction Industry by Tanweer Arshad 2rd Year (Part-time) Supervisors Umit S. Bititci Peter Ball Date 17th Jan 2006 University of Strathclyde, Glasgow.

Agenda Introduction Background Methodology Implementation Conclusion Further Work

Introduction The businesses within the construction industry operate with complex supply chains with different clients achieving their own goals (Atkins 1994) A lot of companies in this industry strive to focus on themselves with little focus on the customer (Rostad et al 2005) Within other industries, brand management has evolved to incorporate customer value to create competitive advantage (Christopher 1996) However within the construction industry customer values remain nothing more than an idealisation Hence we have decided to take this as the research objective in order to address these issues within the construction industry

Research Objective “To identify the brand behaviours that influence brand values within the construction industry”

Research Questions What are the different brand values within the construction industry? What are the different customer touch-points within the construction industry? What are the brand behaviours at the customer touch-point end (in question 2) that could influence brand values (in question 1)? What are the performance indicators, which measure the brand behaviours? Model the relationship between brand values, brand behaviours and performance measures

Research Methodology The domain for this research is socially constructed and the observer is the part of what’s being observed, hence the research is dominated by phenomenological paradigm The initial part of this research is building a model (induction) and the later part of the research will be testing that model (deduction) The researcher will be part of the organisation and have full control on the study taking place in the company and hence action research will be applied Personal observation, Personal interviews, Telephone interviews will be used as data collection techniques

Research Process Literature Review Interviews with 50 Contractors Build the Model Action Research at SGB Group Data Collection & Cross Case Analysis Dissemination & Exploitation

Research Time Plan Task 2005 2006 2007 2008 Basic Literature Review Putting Forward Research Proposal Preparing Questionnaire & sending them to top 50 contractors within the Construction Industry Detailed Literature Review Building the Model Testing the Model through Action Research Writing up

Literature Review Supply Chain Management Brand Management & Brand Values Performance Measurement Behaviour & Change Management

Further Work Data Collection & Cross Case Analysis Build the Model Action Research at SGB Group Interviews with 50 Contractors Dissemination & Exploitation

Any Questions ?