An Examination of Integrated Marketing Communications in the Business-to- Business Environment: The Case of the Tasmanian Light Shipbuilding Cluster

Abstract

Changes in global marketplace dynamics necessitate that marketing communications strategies be more effective and efficient if a firm's message is to influence purchase decisions. The basic premise of the integrated marketing communications (IMC) approach is that, through the coordination of marketing communications efforts, the firm can reach diverse audiences with a consistent message, thus resulting in optimal market coverage and greater impact on the target market for the least amount of investment. Much of the research into IMC has focused on the consumer market, with little regard for the business-to-business environment. This paper introduces the case of the Tasmanian Light Shipbuilding Cluster and, in particular, the manner in which its reactionary response to global pressure impacted on its marketing communications processes, which resulted in the cluster becoming one of Australia's most successful industry clusters. The research suggests that cluster members' reactionary approach to marketing communications conventions supports the efficacy of IMC in business-tobusiness practice. The findings suggest that small business-to-business firms faced with global pressures exhibit a natural convergence towards a consistent communications approach. In order for this convergence to occur, 'IMC champions' must exist in the industry in order to facilitate relationship development and communication amongst cluster members.