Contrasting marketing approaches to winning public contracts

Comparative study of two Algerian contractors – public and private

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.