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Från luft till slott - eller historien om hur man säljer framgång istället för kvadratmeter

Skovdal, Agnes LU and Ohlsson, Björn (2012) TMA820 20121
Department of Business Administration
Abstract (Swedish)
Due to circumstances like increased competition and difficulties competing on traditional
parameters, companies in the office space market want to develop their offers. The Authors investigates what the current offer really is, why it looks the way it does, and possible cases of differentiation. The thesis aims to investigate the current offer to office-tenants and how it is presented, to examine why the offer looks the way it does, and to present possible ways of differentiating the offer.

The study is describing and charting in its first parts, where the offer is examined. This is done with support in both interviews and theory. The study is in its last parts problem-solving, trying to find ways of differentiation. Innovation- and... (More)
Due to circumstances like increased competition and difficulties competing on traditional
parameters, companies in the office space market want to develop their offers. The Authors investigates what the current offer really is, why it looks the way it does, and possible cases of differentiation. The thesis aims to investigate the current offer to office-tenants and how it is presented, to examine why the offer looks the way it does, and to present possible ways of differentiating the offer.

The study is describing and charting in its first parts, where the offer is examined. This is done with support in both interviews and theory. The study is in its last parts problem-solving, trying to find ways of differentiation. Innovation- and strategy theory is used as tools to interpret current trends and interview answers in order to differentiate the offer.

The conclusions of the study are that the offer is very homogenous and do not differ between competitors, according to the competitors themselves as well as external experts. The reasons for the current state are mainly tradition, a knowledge gap when it comes to physical environments and organizational performance, historical profits and a perceived complexity. The offer should, however, probably be possible to differentiate by focusing on the office as a value-adder, by looking at current best practice and by adding an emotional touch to the offer. (Less)
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author
Skovdal, Agnes LU and Ohlsson, Björn
supervisor
organization
course
TMA820 20121
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Skanska, Strategy, Blue Ocean Strategy, Office-­‐trends, Office, Outcome Driven Innovation, Competition, Homogenous competition, Innovation, Real Estate
language
Swedish
id
2796372
date added to LUP
2014-12-18 15:07:47
date last changed
2014-12-18 15:07:47
@misc{2796372,
  abstract     = {Due to circumstances like increased competition and difficulties competing on traditional
parameters, companies in the office space market want to develop their offers. The Authors investigates what the current offer really is, why it looks the way it does, and possible cases of differentiation. The thesis aims to investigate the current offer to office-tenants and how it is presented, to examine why the offer looks the way it does, and to present possible ways of differentiating the offer.

The study is describing and charting in its first parts, where the offer is examined. This is done with support in both interviews and theory. The study is in its last parts problem-solving, trying to find ways of differentiation. Innovation- and strategy theory is used as tools to interpret current trends and interview answers in order to differentiate the offer.

The conclusions of the study are that the offer is very homogenous and do not differ between competitors, according to the competitors themselves as well as external experts. The reasons for the current state are mainly tradition, a knowledge gap when it comes to physical environments and organizational performance, historical profits and a perceived complexity. The offer should, however, probably be possible to differentiate by focusing on the office as a value-adder, by looking at current best practice and by adding an emotional touch to the offer.},
  author       = {Skovdal, Agnes and Ohlsson, Björn},
  keyword      = {Skanska,Strategy,Blue Ocean Strategy,Office-­‐trends,Office,Outcome Driven Innovation,Competition,Homogenous competition,Innovation,Real Estate},
  language     = {swe},
  note         = {Student Paper},
  title        = {Från luft till slott - eller historien om hur man säljer framgång istället för kvadratmeter},
  year         = {2012},
}