There has been a huge increase for start-ups in the construction business between 2019 & 2021. During this period of time covid-19 pandemic gradually spread and exposed the society for a severe challenge with social distancing, work from home and liquidation of several companies as a consequence. The demand for services in the construction business went however in the opposite direction and they were positively affected. Additional companies who join the market generate an increase in competition were smaller companies in the construction business needs to find competitive advantage in order to establish and survive. This study focuses on how start-ups in the construction business is currently working with digital marketing. Data has collected through qualitative interviews with eight individuals, all of them are owners of small companies in the construction business. The collected data has been analyzed together with previous research in digital marketing where some key factors for improvements has been identified. The study indicates a huge lack of knowledge for the respondents according to digital marketing and how its tools can be used. However, the majority of the respondents points out the advantage in digital marketing and wants to add some knowledge in the area, illuminating especially social media. By increase the knowledge, design marketing strategies, and actively work with eWOM could generate valuable competition advantages for smaller companies in the construction business.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hh-47112 |
| Date | January 2022 |
| Creators | Jansson, Philip, Svan, Alexandra |
| Publisher | Högskolan i Halmstad, Akademin för företagande, innovation och hållbarhet |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
Page generated in 0.0025 seconds