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

2. Agenda Introduction Background Methodology Implementation Conclusion
Further Work

3. 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

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

5. 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

6. 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

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

8. 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

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

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

11. Any Questions ?