A marketing strategy for public sector organisations compelled to operate in a compulsory competitive tendering environment

Abstract

This article is concerned with entrepreneurial behaviour and the use of marketing by architectural professionals and their business colleagues in building services as a response to the extension of Compulsory Competitive Tendering (CTT) in the UK. CTT is where the functions of the operational divisions under local jurisdiction are offered for tender. Such tenders may be awarded to either private sector operators or the existing in‐house team. The underlying assumption by Central Government is that the outcome will be beneficial to the final consumer through, as a minimum, reduced operating costs. An appropriate academic environment in which to analyse the situation is that suggested by the marketing/ entrepreneurship interface.