Incorporating customer interface-marketing design elements to leverage strategic positioning in the on-line real estate industry

Hamilton, John, and Gunesh, Reshmee (2003) Incorporating customer interface-marketing design elements to leverage strategic positioning in the on-line real estate industry. In: Proceedings of the Third Hawaii International Conference on Business, pp. 1-9. From: Third Hawaii International Conference on Business, 18-21 June 2003, Honolulu, Hawaii.

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Abstract

Marketing is a key initiative that has received little attention in the creation of additional value for the online real estate business. This paper develops a structured approach to translate key aspects of Internet-related marketing as an enabling technology on business strategies, and business model development, and indicates a preferred approach of strategic progression for each model. This is a key component in allowing the real estate industry in major metropolitan areas in Australia to reinvent itself, and to allow individual players in the industry to distinguish themselves through strategy. The strategic positioning matrix is used to provide a mechanism for the development of an on-line competitive position within the services industry. This matrix allows the most appropriate on-line ebusiness model to be selected. The real estate entity may then determine the mix, and number, of 8C's (customer interface marketing design features) on which it must focus. The selected 8C's, developed astutely, provide a mechanism for the new (or established) on-line real estate entity to enhance its strategic and competitive position.

Item ID: 7853
Item Type: Conference Item (Refereed Research Paper - E1)
Keywords: customer interface-marketing; on-line real estate industry; strategic positioning
ISSN: 1539-722X
Date Deposited: 23 Jun 2010 00:58
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150399 Business and Management not elsewhere classified @ 100%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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