MARKETING AND PROJECTS
In recent decades, project management has become more permeable to influences from other areas of knowledge, such as marketing. This influence led to project-based companies becoming market-oriented in their projects to achieve more success. However, the convergence of project management and marketing is still controversial. This study aims to assess the relationship between the vision of marketing, through conscious and unconscious processes, and its influence on the success of projects. Forty-five professionals working on projects were interviewed. The results provide evidence of a positive and significant influence of conscious and unconscious processes on project success. Additional tests also revealed that these processes act independently, and affect other variables, such as the training of a project team, enhancing the project’s success.
This dataset contain data about project success, Sucesso_projetos, and its dimensions, Business impact (Negocios), preparation for the future (Futuro), Client impact (Clientes), based on the study of Dvir and Shenhar (Shenhar, A. J., & Dvir, D. (2007). Reinventing project management: the diamond approach to successful growth and innovation. Harvard Business Review Press.), and marketing orientation, Mkt_orientation, and its dimensions, Inteligence generation (GInt), Inteligence dissemination (DissInt), and Responsiveness (Resp), based on Kohli and Jaworsky (Kohli, A. K., & Jaworski, B. J. (1990). Market Orientation: The Construct, Research Propositions, and Managerial Implications. Journal of Marketing, 54(2), 1. https://doi.org/10.2307/1251866), and also an Implicit Association Test (IAT) to measure attitude to project marketing (D).