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A framework integrating corporate social responsibility for marketing architectural design firms in developing countries

Ayman Ahmed Ezzat Othman (Department of Architectural Engineering, British University in Egypt, Cairo, Egypt)
Mai Gamal Hafez (Department of Architectural Engineering, British University in Egypt, Cairo, Egypt)

Journal of Engineering, Design and Technology

ISSN: 1726-0531

Article publication date: 1 August 2019

Issue publication date: 8 November 2019

293

Abstract

Purpose

This paper aims to develop a framework based on corporate social responsibility (CSR) as a novel approach for marketing architectural design firms (ADFs) in developing countries.

Design/methodology/approach

To achieve this aim, a research strategy consists of literature review and survey questionnaire is designed to accomplish four objectives: first, to examine the concepts of marketing and CSR in construction; second, to investigate the perception and application of CSR as a marketing tool for ADFs in developing countries; third, to develop a framework based on CSR as an approach for marketing ADFs in developing countries; and finally, to outline research conclusions and recommendations useful to government, ADFs and future research.

Findings

The research highlighted the inefficiency of current marketing strategies in developing countries due to lack of considering community needs, using incomprehensible technical language in communication with clients and misrepresenting the calibers of ADFs. ADFs believe that CSR can play a role in increasing their marketability. This requires governmental involvement and overcoming the barriers of adopting CSR.

Originality/value

This paper proposed a framework based on CSR as a novel approach for marketing ADFs in developing countries. This ideology has received scant attention in construction literature. The proposed framework represents a synthesis that is novel and creative in thought and adds value to the original body of knowledge in a manner that has not previously occurred.

Keywords

Citation

Othman, A.A.E. and Hafez, M.G. (2019), "A framework integrating corporate social responsibility for marketing architectural design firms in developing countries", Journal of Engineering, Design and Technology, Vol. 17 No. 6, pp. 1174-1191. https://doi.org/10.1108/JEDT-11-2018-0202

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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