Globalisation as a business strategy for South African architectural practices

Abstract

Globalisation has become a common topic of discussion and research. This treatise focuses on its role as part of the business of Architectural practice. It investigates the reasons why selected South African Architectural practices decided to globalise, how this decision was reached, implemented and how successful the decisions were. Based on the findings of a literature study it uses the case study methodology to confirm the findings that the strategic position of South African Architectural practices is one where practical and historical reasons exist for the profession to embark on a globalisation strategy. The studies confirm that a globalisation strategy presents a suitable, feasible and acceptable strategy for South African Architectural practices. However, a disconcerting element of the findings was the fact that there are strong indications that South African Architectural practices do not realise the potential benefits inherent in regular strategic planning. Thus it recommends that such a strategy should be based on specialist knowledge or experience, that opening an office in the area to which firms wish to expand will greatly enhance the chances of success, that formal strategic planning processes should be used to ensure that such a strategy is an appropriate one and to identify the countries to which the firm plans to expand its services. Furthermore, it recommends that Government should recognise that firms expanding in this manner hold specific advantages for the national economy and introduce steps to support the profession so that it may build the capacity and skills required therefore. In addition it recommends that the relevant professional bodies should ensure that their members have the business and managerial skills required to ensure the achievement of these objectives