1 Department of Management, Aarhus School of Business, Aarhus BSS, Aarhus University2 unknown
The selling of projects is unique in relation to other areas of industrial marketing in three respects: (1) the demand for projects is discontinuous, (2) each individual project is unique e.g. technically and financially as well as (3) complex in terms of the number of actors involved and their modes of cooperation (Tikkanen, 1998:264). On the basis of these characteristics, the role of social and cultural capital (Bourdieu, 1989) in the marketing of projects is discussed.
"interactions, Relationships and Networks: Towards the New Millenium", 1999
Social capital; Cultural capital; IMP; HHÅ forskning; Social kapital; Kulturel kapital