Proactiveness of Contractors: A Study of Indonesia

High levels of competition are considered to be a major challenge for contractors. In order to be a marketplace leader, a contractor is required to be proactive in seeking opportunities. This study aims to clarify the concept of proactiveness and to explore its implementation particularly in contracting companies. Following a thorough examination of the literature on proactiveness and its related issues, semi-structured interviews were carried out with 19 top managers of contracting companies in Indonesia. The qualitative data collected during the interviews were analyzed using an inductive thematic analysis method, through which themes emerged from the data. The literature review resulted in the clarification of proactiveness and its circumstances, while the qualitative data analysis resulted in an understanding of the practical implementation of proactiveness by contracting companies. This study found various proactive actions being carried out in order to obtain projects including: carrying-out marketing activities; expanding market segment; and looking ahead to construction industry's future demands. In addition to these actions, contractors also need to pursue business diversification in order to survive in their highly competitive environment. These finding will help contractors to establish the proper strategy to be proactive in pursuing opportunities in order to survive and to expand their businesses.