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This study aims to focus on a specific project marketing concept, i.e. “discontinuity,” and analyzes how this concept emerged in project marketing, becoming its key scholarly embodiment, how it became decoupled from the increasingly service-intensive project business practice and what the relevance of discontinuity is for project marketers moving forward.

This study is built on a systematic literature review of 31 years (1993–2023) of publishing data from major marketing and management journals.

This study provides three findings. First, the author reveals the risks related to marketing scholars and practitioners losing sight of each other as business practices evolve much faster than scholarly research can keep up. Second, the author highlights the role of interdisciplinary collaboration in advancing conceptual innovations. Finally, the research elucidates the need for broader metatheoretical reflection to keep this research tradition on an upward trajectory.

The aim of this study is not to criticize project marketing, as many strands of business-to-business (B2B) marketing face the same challenge, but to elucidate a need for conceptual innovations, collaboration with practitioners and other disciplines and broader metatheoretical reflection to keep this research tradition on an upward trajectory.

This study makes several contributions to the project marketing research tradition. First, it reviews the emergence and dissipation of the concept of discontinuity, drawing on semantical, etymological and epistemological insights. It also reflects on recent disruptions in the marketplace and envisions future research trajectories for this elusive concept. In addition, the author develops a conceptual framework that combines project types with exchange elements in project and service businesses. This conceptual framework helps elucidate what part of the exchange is continuing and what is discontinuing in the resulting business relationships. Furthermore, the research contributes to B2B marketing more broadly by highlighting the fleeting correspondence between theory and the real world. It underscores the need for constant updates to maintain relevance.

This study aims to identify the influence exerted by the performance of human resources (HR) through effectiveness and efficiency in the success of business projects in Mexico.

The methodological design was quantitative, explanatory, observational and transversal, where a sample of 502 was used. A structural equation model (SEM) was developed using the statistical software AMOS v25 to test the hypothesis. SPSS v25 was used for data analysis. Regarding the goodness and fit indices of the SEM, χ² = 388.83/df = 143; χ²/df = 2.71; p < 0.001; GFI = 0.92; AGFI = 0.91; CFI = 0.96; TLI = 0.95; NFI = 0.94; IFI = 0.96; RMSEA = 0.05; RMR = 0.04; SRMR = 0.03, which turned out to be acceptable.

Through the results obtained through the SEM, it is shown that there is a positive and significant relationship between the performance of HR through their effectiveness (r = 0.65, p < 0.01) and efficiency (r = 0.64, p < 0.01) with respect to the success of the business projects. Likewise, the effectiveness of HR has a positive and significant influence on the efficiency (ß₂ = 0.46; p < 0.001) and the success of business projects (ß₃ = 0.89; p < 0.001) in Mexico. In the same way, efficiency positively and significantly influences the success of enterprises (ß₄ = 0.35; p < 0.001) in Mexico.

In this research, only the performance of the HR was assessed through efficiency and effectiveness as one of the variables that intervene in the development of the business project, and that is one of the main factors of analysis to achieve the success of the enterprise. In this sense, the results are limited to the extent that the findings can be generalized to business projects that are developed in different entities such as universities, incubators and other instances that promote the development of business projects and thereby guarantee success. In this sense, it is considered to carry out more research regarding these variables and others that can study the phenomenon and generate new scientific research.

HR performance is considered as one of the main factors that allow the success of business projects. However, some practical limitations are determined by the vision, strategies, as well as the orientation that entities such as universities, and incubators, among other organizations, determine to develop the business project and thus guarantee its success. Other practical implications lie in the leadership that the entrepreneur exercises in his/her work team and collaborators to generate synergy between them considering culture and identity, as well as the commitment to the business project.

The findings are relevant and of great value because they support entrepreneurship models, giving an alternative focus in the study to achieve success, specifically in the state of Guanajuato, which represents one of the main states that have with a greater number of ventures focused on the automotive, food, leather and footwear cluster, among other SMEs that promote business projects and is one of the main states of the Mexican Republic that contributes to the economic development of the region as well as the nation. Likewise, the study is relevant because there is currently not enough research focused on the variables analyzed on the success of business projects in the Mexican context.

Based upon previous models and the extant literature, the purpose of this paper is to present a network approach to describing and analyzing inter‐organizational relationships in project business. The framework provides a better understanding of the dynamic processes and critical interfaces in a network context, and advocates the use of the tools of agile supply‐demand networks (ASDN) and design structure matrix (DSM).

This conceptual paper uses a network approach to understand inter‐organizational business relationships in resource management. This approach is useful for understanding relationships in project business, which usually involves a wide array of actors or stakeholders who provide resources or have an interest in project outcomes.

The paper concludes that a network‐based framework provides a solid basis for a rich description and analysis of a multi‐actor project business, as well as assisting in understanding important interpersonal relationship factors that affect project success‐such as trust, commitment, and adaptation.

Models of the type discussed here have been implemented in larger multinational corporations, but they might not be applicable in smaller enterprises that do not have overall control of a network.

The paper presents useful practical tools for understanding the dynamic processes of networks in project‐based business, and for identifying the actors, activities and resource interdependencies involved.

This paper extends upon previous approaches to project business and presents practical tools that can be used to analyze project‐business networks.

The aim of the paper is to elaborate a framework of project business as a distinct mode of internationalization. The uniqueness and complexity of project business as a core mode are portrayed by comparing it with other internationalization modes. It is agreed that a single project sale is a discrete form of direct involvement in a foreign market. However, this provides opportunities for network interactions that can facilitate further project business openings in a foreign market and on a global level.

Using the abductive method, the paper constructs a comparative framework of project business and other forms of internationalization. It illustrates the discussion with a longitudinal case study of a company that uses project business as its strategic choice for its internationalization.

The paper finds that, using project business as its core internationalization mode, the company has expanded its global business as well as entering and succeeding in foreign business networks. It proposes that the network and relationship‐based project business approach is viable as a strategic alternative for internationalization on its own or in combination with other modes.

The study provides a framework for positioning project business as a separate internationalization mode. It provides a comparative framework for internationalization modes.

This study provides managers with an understanding of project business as a distinct and profitable mode of internationalization. It illuminates the network and relationship‐building aspects of project business.

According to the research, this is the first study that proposes project business as a distinct mode of internationalization. Much previous research has either not mentioned project business or subsumed it as an unimportant part of exports. The framework developed in this study should spur new research on the issue.

The purpose of this paper is to increase the understanding of the main challenges of the contracting process and project contracts in the context of project business characterized by a high level of complexity and uncertainty. The authors argue that understanding contracting as a flexible process and as a business tool will contribute to creating more value in projects which are implemented in constantly changing circumstances or which require gradual and iterative development.

This is a conceptual paper with illustrative examples from the software industry.

A prevailing approach for both managing contracts and the contracting process focuses on careful planning and drafting of contracts that protect each party in the case of conflicts and disagreements. The underlying assumption is that all activities can be planned and documented in a formal contract. According to this approach, the contracting process is seen only as a bargaining negotiation and the project contract as a detailed agreement of the responsibilities and safeguarding clauses to protect one’s position in the event of conflicts and failures. However, in the context of project business characterized by complexity and uncertainty, there is a need for flexible project contracts. The authors suggest that there are two fundamentally different approaches to implementing flexibility in both the contracting process and the project contract: postponing the decision until there is adequate information for decision making or making decisions that allow flexible adaptation to changes during the project lifecycle.

The authors suggest that organizations in project business should pay closer attention to how contracts are formed and how flexibility is introduced to projects. Organizations are encouraged to see contracts as a business tool, not as rigid documents which are taken into use in case something goes wrong.

This paper contributes to the understanding of how to adapt the contracting process to overcome challenges related to uncertainty, especially during the early phases of the project lifecycle. The authors provide a novel perspective on contracting as a process that extends over the lifecycle of a project and on the project contract as an agreement between parties formed during the contracting process. This perspective includes formal contract documents as well as various other documents, oral communication, commitments, actions and incidents.

Literature indicates that the business case for projects is difficult to use and suggests that there are organizational factors that can facilitate effective use of the business case. This paper aims to identify such facilitators, measure their presence and importance, and relate them to the actual practice of business case processes.

A cross sectional quantitative method was used, with data on facilitators and business case process usage gathered through an online questionnaire.

The findings for the 43 organizational facilitators are that each one is considered more important than its presence in the respondents' organizations. High correlations emerge between the presence of the facilitators and the use of business case processes, indicating the pivotal role of the facilitators.

The research was conducted for business IT projects implemented by organizations based in South Africa. It furthers our understanding of project business cases and suggests additional research avenues in this area.

The findings indicate that organizations could improve key facilitators at an affordable cost. Such improvement would enable more effective use of the business case throughout the project's lifetime – from initial concept until planned benefits have been substantially realized. Better use of the business case would also support governance and increase the success rate of business IT projects.

Organizational facilitators of business case processes are identified and categorized for the first time, leading to measurements of their perceived importance and presence in organizations. Hence, the relationship between these facilitators and actual business case usage is determined, suggesting areas of optimum impact.

The paper responds to calls in recent research for a model that shows how the business case should be used throughout the project's lifetime to achieve sound governance and thereby project success. The aim of the paper is to advance theory about the effective use of the business case.

Besides the processes and information required, the literature identified 43 organizational facilitating factors, structured into 5 categories, which are required for effective use of the business case. To offer a useful model, the authors' approach was to do a factor analysis, based on existing survey data, to reduce the number of facilitators and to validate their categorization.

The findings of the paper were as follows: (1) the classification of the proposed facilitating factors was validated; (2) the number of facilitators needed to ensure that the business case is used effectively was substantially reduced and (3) a “business case effectiveness model” is proposed to clarify the relationship between the organizational facilitating factors, the business case processes and the information required to effectively use the business case.

This is the first time that a business case effectiveness model has been proposed. Besides consolidating business case theory, it can be used to guide people and organizations on simple, affordable ways to improve their use of the business case to achieve sound governance and hence business/information technology project success.

The purpose of this paper is to introduce project business as a research field. The project business view in this paper puts focus on the management of firms and their businesses, and this way the paper complements the existing project‐centric view of the role of projects and their management in various business contexts.

The paper proposes a conceptual framework for project business and identify relevant research areas and themes. These research areas and themes are derived by using the knowledge and experience obtained from scientific project business research conducted in Finland since the early 1990s.

This paper describes project business as a research field by introducing a project business framework and the four major research areas inherent in the framework: management of a project, management of a project‐based firm, management of a project network, and management of a business network. It also suggests specific research areas and themes within the framework that are relevant and contribute to new knowledge in the project business field.

The project business framework described in this paper, including the suggested research areas and themes, is important in focusing research and for development of practical application of project‐based business activities in firms and in public organizations.

The paper reveals avenues that lead towards the development of a new body of knowledge for project business that focuses on managing both firms and projects effectively in their networked business environments.

There is a need for new models for foreign business and investment in Africa. The world’s “poorest” continent has a massive deficit in infrastructural, production and other facilities. The foreign business and investment dividends expected for economic liberalization and democracy that have been implemented by most African countries since the late 1980s are yet to be fully achieved. In this paper, project business is suggested as a model for foreign firms to do business in Africa, in the short to medium term. Thereby they will establish relationships and networks and gain valuable knowledge and experience of the African economies. Such experience, relationships and networks can be used to do profitable business in the short to medium term. In the long term, economic growth in the African economies will expand opportunities, and the firms in question will be well placed to take advantage of them.

This paper seeks to address the risks for a main contractor firm's project business that arise from subcontractors' inter‐organizational relationships in complex‐ and dynamic‐project networks.

Existing project risk management research neglects the management of such relational risks in networks. This paper discusses this un‐researched area by analyzing triads representing sub‐networks of three actors in a larger network. The empirical study employed several semi‐structured interviews in two global contractor organizations. Critical incidents identified in triadic settings were used to explain the logic of how risks arose from subcontractors' inter‐organizational relationships.

This paper identifies four categories of risk sources characterized by subcontractors' inter‐organizational relationships. The four risk source categories are based on subcontractors' relationships with other subcontractors, the contractor's competitor the contractor's client and non‐business actors (e.g. a local authority or regulatory body).

The empirical study emphasizes the dynamic nature of the risks that business relationships cause in the main contractor's current and future projects and business. Furthermore, the empirical analysis suggests that the risks arising from subcontractors' relationships have an impact on two different layers: the temporary project network layer and the permanent business network layer. The impacts of risk on the temporary project network layer relate to specific sales and delivery projects, whereas the impacts of risk on the permanent business network layer relate often to changes in the network position of the business players.

This paper suggests a novel risk management approach, where risks and opportunities arising from subcontractors' relationships are actively taken into account in subcontractor management.