Publications
Publications
- August 1974 (Revised March 1986)
- HBS Case Collection
Architects Collaborative, Inc.
Abstract
Although internationally recognized for quality design, the collaborative's billings have been on a plateau for four years and they are losing jobs to architects with sophisticated marketing practices. The main issue is how marketing can be integrated into a design partnership believing that formalized strategy and promotion interfere with creativity. Other issues include the problems of marketing a professional service, whether efficiency and quality can coexist, how architects are selected, and defining an architect's product.
Keywords
Citation
Wiechmann, Ulrich E., and Ralph Biggadike. "Architects Collaborative, Inc." Harvard Business School Case 575-016, August 1974. (Revised March 1986.)