Abstract
Our research aims to examine the contrasting marketing approaches employed by private and public companies in their pursuit of public contracts. We conducted qualitative research, utilizing semi-structured interviews with executives from two construction companies in Algeria, of which one is a private company while the other is owned by the state. The findings reveal that private and public companies employ distinct marketing-sales strategies, albeit with certain shared elements. Private companies tend to adopt more assertive solutions. Both companies invest significant efforts in marketing and sales, both before and after submitting a tender. These efforts include advertising and promotional campaigns, as well as consistent public relations endeavours.
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