Ключевые стейкхолдеры рынка градостроительного проектирования и их предпочтения при выборе проектной организации
The article examines the interests and concerns of various groups of stakeholders in the urban planning design market influencing the choice of a contractor. The selected market is characterized by a significant decision magnitude, usually involves many groups of stakeholders, and often determines the long-term development of cities. The aim of the article is to identify the interests of key stakeholders in urban planning design market, factors that are significant for the selected groups of stakeholders when choosing a contractor, and to provide recommendations for promotional strategy for the considered groups of customers. The theoretical review identifies more than 150 factors that influence the choice of a contractor on b2b market, they are further divided according to the underlying principles of choosing a partner from decision-maker’s viewpoint. Based on the interviews conducted, we determine the main groups of stakeholders who influence or are influenced by the urban planning design decisions. The field study revealed significant differences in preferences among various groups of stakeholders of project organizations: developers, authorities, other project bureaus, real estate owners, management companies. The preferences also differ based on the size of the company. As a result, we have developed recommendations for dealing with different groups of stakeholders based on the identified preferences, decision-makers, as well as possible directions of a company’s differentiation. The structure of the article consists of the theoretical overview of previously conducted research of factors influencing the contractor choice in the industrial markets and finding ways to harmonize the interests of different stakeholders, after that the field research has been done of experts and decision-makers of choosing a proper partner in the planning design market. Finally, the authors offer recommendations that can focus the marketing strategy of project design companies in the urban planning industry. The article would be of interest not only for companies in the urban planning design market but also for all companies in the industrial market that face the contradictory interests of various groups of stakeholders.