Abstract
Based on Sahlin-Andersson's article on the "social construction of projects", this paper aims at further exploring recent trends affecting the offering in capitalproject marketing so as to investigate the interest of developing a research programme on this theme.<br /><br /> The first part reviews the various ingredients of the offering in capital-project marketing using two dimensions: the spheres of offering and the levels of offering, and develops their recent evolutions.<br /><br /> An empirical case study in the Danish construction industry enables to illustrate the increasing account given to the social and societal implications of a capitalproject as well the increasing influence of local, ephemeral groups in their development. These ephemeral groups seem to form an "invisible or hidden network" behind a project and can freeze it in spite of the agreement of more traditional, 'visible" decision-makers (such as political actors for example).