MARKETING AND PROJECTS

Citation Author(s):
FLAVIO
BIZARRIAS
Submitted by:
Flavio Bizarrias
Last updated:
Thu, 03/26/2020 - 15:35
DOI:
10.21227/vb9y-7933
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Abstract 

 

 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.