Competitive Positioning and Continuity of Construction Firms in International Markets

Abstract

In today’s global construction industry, firms exist in competitive market environments. To gain and maintain a competitive position in an increasingly challenging climate, firms must achieve a deep understanding of their dynamic environments and shape their strategies according to evolving conditions. Effectively leveraging external forces and shaping internal company focus in relation to the environment are essential for competitive positioning and achieving sustainable growth. This paper explores the concepts of competitive positioning and continuity in the context of mode (cost, quality, innovation, and timing) and scope (segment, vertical, geographic, and industry) of competition for U.S. and Turkish construction firms in international markets. The analysis of selected U.S. and Turkish firms demonstrates the strategic choice perspectives of different firms and the effects of environmental forces on these strategies over time. This study shows that construction firms tend to pursue consistent strategies in international markets while they adjust these strategies according to market demands and global tendencies. Research findings also show the differences between the strategic perspectives of construction firms in high and middle income countries enabling the identification of the factors for competitive advantage of nations in international construction markets.