ARCOM

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Cheung, S, Lam, K, Wong, S S and Wong S K (2001) The fee sensitive risk exposures of project authorized person in Hong Kong. Construction Economics and Building, 1(02), 65-72.

Jeary, A and Jeary, I (2001) The influence of flooding risk on infrastructure development in western Sydney. Construction Economics and Building, 1(02), 57-64.

Najjir, G, Love, P and Runeson, G (2001) Issues for the global construction market. Construction Economics and Building, 1(02), 73-81.

Nimcharoenwon, P and Miller, G (2001) Combating the 'sick building syndrome' by improving indoor air quality. Construction Economics and Building, 1(02), 82-89.

Saha, S, greville, C and Mullins, T (2001) Optimisation of construction process inspection rates using a learning approach. Construction Economics and Building, 1(02), 1-13.

Smallwood, J and Venter, D (2001) The role of the media in South African construction health and safety. Construction Economics and Building, 1(02), 37-46.

Stewart, P (2001) The role of e-commerce systems for the construction industry. Construction Economics and Building, 1(02), 24-36.

Teo, A and Runeson, G (2001) Aspects of market differentiation in the building industry. Construction Economics and Building, 1(02), 14-23.

Type: Journal Article
Keywords: Construction industry; market differentiation
ISBN/ISSN: 1445-2634
URL: https://doi.org/10.5130/AJCEB.v1i2.2872
Abstract:
This paper deals with different aspects of differentiation as a strategy to maintain growth and profitability in a rapidly changing environment. The specific aim of the study was to establish constraints in the use of product differentiation as a survivor technique in the building industry. The study shows that firms in the building industry perceive the structure and operation of different markets in the building industry as substantially different. If firms are to improve their market positions by differentiating their output, they need therefore to adjust the way they operate, their resources and their skills base.The survey result also showed that a substantial proportion of all firms are not prepared to be involved in diversification but elect to operate in one market only, despite the obvious advantages of diversification. It would therefore seem likely that the changes in the way a firm operates and the resources it employs when it moves into new markets are substantial.