Purpose

Key performance indicators (KPIs) play a pivotal role in evaluating the level of success of an organization in achieving its business objectives. The objective of the current research is to identify and prioritize effective KPIs in branding products and construction projects, which contribute to the success of construction companies in a competitive environment.

Design/methodology/approach

The present research is of an inferential, descriptive and survey nature. In this study, we identified the influential key performance indicators of construction companies in branding products and construction projects for success in a competitive environment through a literature review and expert opinions. The data were collected using a questionnaire, and a combination of the one-sample t-test method with a 95% confidence level and the fuzzy multiple attribute decision-making (FMADM) method was employed for analysis.

Findings

The results indicate that the most influential key performance indicators for construction companies in branding products and construction projects for success in a competitive environment are, in order of significance, the following indices: “Marketing and Advertising,” “Financial,” “Creativity,” “Technical and Operational” and “Social and Political.”

Originality/value

The present research examines the importance of branding construction products and projects for the success of construction companies by improving their business objectives and utilizing key performance indicators throughout the product lifecycle (production and construction). This study provides solutions on how construction companies can increase their competitive advantage through branding and achieve long-term success in the global construction industry.

中文翻译：

---

建筑公司在伊朗竞争环境中取得成功的品牌产品和建筑项目的关键绩效指标

目的

关键绩效指标 (KPI) 在评估组织实现其业务目标的成功程度方面发挥着关键作用。当前研究的目标是确定品牌产品和建筑项目中有效的关键绩效指标并确定优先顺序，这有助于建筑公司在竞争环境中取得成功。

设计/方法论/途径

本研究具有推论性、描述性和调查性。在本研究中，我们通过文献综述和专家意见，确定了建筑公司在品牌产品和建筑项目方面在竞争环境中取得成功的有影响力的关键绩效指标。采用问卷调查的方式收集数据，并采用95%置信度的单样本t检验方法和模糊多属性决策（FMADM）方法相结合进行分析。

发现

结果表明，对于建筑公司在品牌产品和建筑项目方面在竞争环境中取得成功最有影响力的关键绩效指标按重要性排序依次为：“营销和广告”、“财务”、“创造力”、 “技术和操作”和“社会和政治”。

原创性/价值

本研究探讨了建筑产品和项目品牌化对于建筑公司成功的重要性，方法是改善其业务目标并利用整个产品生命周期（生产和施工）的关键绩效指标。本研究提供了建筑公司如何通过品牌提升竞争优势并在全球建筑行业取得长期成功的解决方案。