ABSTRACT
Often seen as ‘boutique’ or ‘signature’ architects, the likes of Renzo Piano, Daniel Libeskind or Cesar Pelli are noted for having a small number of highprofile projects in sensitive, often city-centre, sites. These architects – with a strong visual code that travels easily – are often commissioned by governments and public sector bodies for this very reason. Nonetheless, the vast majority of globalising architectural practices are engaged in volume building, running multiple commissions in different countries concurrently. For these firms, the challenge faced is that of growth and expansion into new markets. For them, mergers and strategic alliances are rational business practices, allowing them to gain competitive edge by their size and internal efficiency, delivering buildings to clients on time and to budget.
