Architects' DNA as a basis for a new future
September 25, 2013
Turnover within the architectural sector has halved since the start of the crisis, making it one of the most severely affected sectors in the Dutch economy. This turnover is expected to fall even further in future because the volume of work in existing markets of the architectural sector is continuing to decline. It is not a temporary dip due to the crisis, but a fundamentally changing environment.
Extending activities and entering new markets within or outside the construction sector is becoming increasingly important for architectural firms. Looking at these new markets on the basis of the core skills of an architectural firm provides a broader perspective compared to when looking at the range of products and services. The body of thought of Hamel and Prahalad (1994) has served as inspiration in this respect. An architectural firm can distinguish itself from competitors by focusing on those market opportunities that correspond to the 'unique' combination of the firm's core competencies, the firm's DNA.
Josine van Tienhoven developed a model that architectural firms can use to establish a link between their core competencies and market opportunities. This allows architectural firms to develop an appropriate range of products and services, and thereby ensure the continuity of their organisation.
Bureau-DNA als basis voor de toekomst 2013, Josine van Tienhoven (2013) - in Dutch