Understanding the Marketing Department's Role in the Social and Environmental Ventures of Construction Companies

Construction companies are commonly portrayed as project-based organisations that respond to client requirements and deliver standardised works and services determined by the traditional construction trades. However, modern construction companies are also partaking an increasingly important role in delivering sustainable solutions to social and environmental problems. The objective of the study is to provide insights into the efforts of a Danish construction company in delivering sustainable solutions by devising social and environmental ventures. In this regard, we have a special interest in understanding the role of the marketing department. The empirical material of the study is based on observations and conversations with employees in the marketing department gathered between 2018-2022. In the analysis, we examine two distinct ventures devised by the marketing department through an institutional work framework. On this basis, the study concludes that the marketing department plays a critical role in devising new social and environmental ventures that affect regulative, normative, and cultural-cognitive prescriptions in construction.