Strategic marketing variables under conditions of competitive bidding
针对频繁参与竞争性投标的企业，提出一个名为“投标金字塔”的概念框架，帮助管理者理解并调整六大内部变量以实现最优绩效。该框架基于英国建筑行业的研究得出。
Abstract Firms that obtain orders through frequent competitive bidding often fail to realize that the analysis required for making strategic marketing decisions is quite different from that for firms where competitive bidding is absent. This article presents a conceptual framework, the bidding pyramid, for understanding the interrelationships between the six major internal variables that management should adjust if optimal performance is to be achieved. The framework has been derived as the result of research undertaken in the U.K. construction industry.