ARTÍCULO
TITULO

Marketing strategy for informal worker group in construction industry in Indonesia

Kukuh Lukiyanto    
Maranatha Wijayaningtyas    

Resumen

The paper aims to identify foreman?s strategies in marketing his/her group?s service as well as analyzes how the foreman finds a job in construction project. Qualitative method with phenomenological approach was used to address the research?s problem through a survey involving two project managers and four construction foremen. The paper provides the empirical insights about the marketing strategy applied by foreman as group leader in Indonesian construction industry. Foreman is regarded as an informal leader who has strong emotional and social ties with fellow workers. As the main liaison between management and labor, the foreman should be able to organize the work and labor to achieve project objectives. Management expects the foreman to be able to supply the needs of the labors of the construction projects, while the workers hope the foreman to be able to provide jobs for them regularly. Because of the chosen research approach, the research result may lack generalisability. In order to increase the generalisability, the researcher is encouraged to test the proposed hypothesis in the future research. The paper includes implications for the development of foremen?s role in marketing strategy and for fulfiling the balance between project manager?s and construction labours? rights. This paper fulfils how marketing strategy applied by foremen can fulfil the project manager?s and the construction labours? rights.Keywords: Foreman, construction workers, marketing strategy.

 Artículos similares

       
 
Siti Indah Purwaning Yuwana,Isti Fadah     Pág. 30 - 37
The change in the service orientation of the pharmaceutical industry from product-oriented to patient-oriented and the high public need for pharmaceutical products, especially after Indonesia experienced the COVID-19 pandemic, became an excellent opportu... ver más

 
Febrian Nurhidayat, Ainur Rofiq, Agung Yuniarinto     Pág. 35 - 44

 
Laura Elizabeth Cavazos González     Pág. 79 - 86
Faced with globalization and its impacts on the promotion of trade, local consumers gained access to international brands and entrepreneurs were able to offer their goods and services in other climes, translating into an economic benefit. Unfortunately, ... ver más

 
Nicole Walzhofer, Marcus Riekeberg and Florian Follert    
Banks distribute intangible services, so that traditional marketing instruments are often limited concerning their effectiveness to reach new clients, especially teenagers and young adults. With respect to this relevant practical problem, we used survey ... ver más

 
Sanja Mitic, Branko Rakita     Pág. 37 - 46
Research Question: The topic of this study is marketing capabilities of early internationalising firms from Serbia. Motivation: As marketing perspective was found to be important for understanding the early internationalisation phenomenon, the aim of thi... ver más
Revista: Management