STRATEGIC MARKETING VARIABLES UNDER CONDITIONS OF COMPETITIVE BIDDING

Firms that obtain orders through frequent competitive bidding often fail to realize that the analysis required for making strategic marketing decisions is quite different from that for firms where competitive bidding is absent. This article presents a conceptual framework, the bidding pyramid, for understanding the interrelationships between the six major internal variables that management should adjust if optimal performance is to be achieved. The framework has been derived as the result of research undertaken in the U.K. construction industry. Copyright © 1990 John Wiley & Sons, Ltd.