| Title |
Comparative Analysis on the Positioning of Architectural Practice between Large and Small Architectural Design Firms |
| Keywords |
Architectural Professional Practice ; Marketing ; Positioning |
| Abstract |
Marketing is more appropriate when it focuses on the target market, utilizing available organizational resources and organization goals. A firm's survival and success depend not only on core competences but also on the way in which those core competences are organized and marketed by distinct positioning. This study was conducted to provide a reference point for creating strategic positioning, with the category of large and small firms. The mail-out survey was conducted to the large firms in Seoul and the small firms in Daejeon. The data were compared and analyzed according to the firm size. The research results show that both large and small firms lack service-oriented practice, while more emphasizing design-decision autonomy by architects than responding to client needs. In addition, the firms surveyed have biased positioning in strong idea than strong experience and strong delivery. They raise a problem to the development of architectural PSFs. The results was due mainly to the lack of internal and external positioning. The study proposes that architectural PSFs need to pay more urgent attention to their positioning for marketing in an architectural market. |