Finding and Minding the Gaps in State-Of-The-Art Lean and Green Marketing in the Construction Industry

Abstract

Purpose – This paper aims to enhance sustainable development in the construction industry by presenting a literature review from the perspective of sustainable development goals (SDG) on marketing in the construction industry, its importance on management strategies, marketing capabilities, and the relationship between SDG and lean and green marketing (LGM) management in the construction industry. Design/methodology/approach – A structured literature review was used as the research methodology to find out how the determinant topics were addressed in state-of-the-art of the literature. A total of 21 combinations of different keywords were applied to the search engine in the title, abstract, and keywords to gather research and review articles published within a period of ten years. As a result, 114 academic papers were examined. Findings and implications – Articles were examined in three stages, focusing on: marketing and construction industry, marketing and its importance on management, and LGM. The gaps in the literature were identified and potential future research areas were highlighted. Limitation – Using Elsevier (www.sciencedirect.com) as the database and focusing on research and review articles written in English only are the limitations of this research. Originality – This research contributes to the construction industry marketing literature, green marketing, and LGM in the construction industry. This research reviews the literature based on a large sample of papers in three stages. It outlines the gaps in the literature and may serve as a guide for further research of marketing and LGM strategy implementation in the construction industry.

Keywords

• construction industry
• green marketing
• lean and green marketing
• lean construction
• marketing strategy
• sustainable development goals