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The role of market orientation in public housing companies:: A study of MO’s effect on construction strategies
KTH, School of Architecture and the Built Environment (ABE), Real Estate and Construction Management, Building and Real Estate Economics. Högskolan i Gävle.ORCID iD: 0000-0002-0651-0197
2018 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

The development of public housing companies in Sweden is strongly influenced by legal, economic, and demographic changes. The companies long tradition of taking responsibility for customer welfare in living have recently been criticized for excessive dominance over price setting, which is claimed to give them competitive advantages in the housing market. New legislation in 2011 requires financial return on investment, implying increased competition with radical changes for the companies. Because of the law, they find themselves transitioning from the role of being responsible for living conditions in Sweden to having to work in a businesslike manner with increased competition.The purpose of this dissertation is to analyze how the public housing companies’ deal with market orientation constructs and what their impact is on construction strategy choices. Theoretically, the market orientation concept is seen as a tool for companies to create superior value for the customers and influence strategic performance, which is a relationship tested and analyzed in this dissertation.The research was conducted through data collection stages using qualitative and quantitative methods. In the first stage, a qualitative pilot study was conducted with interviews of 15 managers in 11 public housing companies in central Sweden. In the second stage, two quantitative comparative studies of public and private housing companies in declining markets in central Sweden were conducted, collecting data from 23 (22 survey respondents) public and 37 private housing companies (16 respondents). In the third and final stage, two quantitative studies were conducted, collecting data from all 289 public housing companies (165 respondents) in Sweden.Results of the five studies show, firstly, that economic condition in the municipality have a major impact on the housing companies’ construction strategies, causing them to act innovatively in order to create superior customer value. Secondly, market orientation efforts contribute to competitive advantages in growing markets, while weak economic conditions limit the companies’ construction strategy choices in declining markets. After analyzing the link between market orientation constructs and construction strategy in declining markets, results showed that the public housing companies demonstrate higher responsiveness to customer demands compared to the private sector, but these have no effects on construction strategy. Thirdly, the analysis of moderating (external) and mediating (corporate social responsibility) effects on the market orientation and construction strategy relationship confirms that economic conditions in society influence construction strategy planning and decisions. The results of the mediating effects of CSR indicate that environmental and social issues have a positive influence on the market orientation and construction strategy relationship.

Place, publisher, year, edition, pages
Stockholm: KTH Royal Institute of Technology, 2018. , p. 72
Series
TRITA-ABE-DLT ; 1833
Keywords [en]
Public housing companies, market orientation, construction strategies, innovation, moderating and mediating effects, strategic performance
National Category
Business Administration
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:kth:diva-235371ISBN: 978-91-7729-930-1 (electronic)OAI: oai:DiVA.org:kth-235371DiVA, id: diva2:1250654
Public defence
2018-10-15, KTH, Kollegiesalen,, Brinellvägen 8,, Stockholm, 13:00 (Swedish)
Opponent
Supervisors
Note

QC 20180925

Available from: 2018-09-25 Created: 2018-09-24 Last updated: 2018-09-26Bibliographically approved
List of papers
1. Market and Innovation Orientation Typology: Proposition and Illustrations
Open this publication in new window or tab >>Market and Innovation Orientation Typology: Proposition and Illustrations
(English)Manuscript (preprint) (Other academic)
Keywords
market orientation, innovation orientation, customer-led, responsiveness, economy, public housing, typology
National Category
Economics and Business
Identifiers
urn:nbn:se:kth:diva-182099 (URN)
Note

QS 2016

Available from: 2016-02-15 Created: 2016-02-15 Last updated: 2018-09-26Bibliographically approved
2. The market intelligence impact on strategic performance in declining markets
Open this publication in new window or tab >>The market intelligence impact on strategic performance in declining markets
2017 (English)In: International Journal of Applied Business and Economic Research, Vol. 15, no 15, p. 457-473Article in journal (Refereed) Published
Abstract [en]

This study examines how companies in declining markets operate in the context of market intelligence, responding to customer needs and applying them to strategic performance. A quantitative survey was sent to 214 public housing companies. The results indicate that market intelligence creates commitment and is significant. A positive relationship was found between data gathering, dissemination, and responsiveness, which indicates that the companies comprehend market needs but companies have difficult to manage construction strategies that improve strategic performance. There was a low value of strategic performance; a link between market intelligence and the chosen strategy was not confirmed. Companies know what the market wants but base their decision on previous strategic performance on economic conditions in the municipality instead.

Place, publisher, year, edition, pages
Serials Publications, 2017
Keywords
Market orientation, market intelligence, public housing companies, strategic performance, declining market, Business Administration, Företagsekonomi
National Category
Construction Management Civil Engineering Economics and Business
Identifiers
urn:nbn:se:kth:diva-235477 (URN)
Note

QC 20180926

Available from: 2018-09-26 Created: 2018-09-26 Last updated: 2018-09-26Bibliographically approved
3. Strategies in decling housing markets: a comparison of public and private housing companies
Open this publication in new window or tab >>Strategies in decling housing markets: a comparison of public and private housing companies
(English)Manuscript (preprint) (Other academic)
National Category
Economics and Business
Identifiers
urn:nbn:se:kth:diva-182102 (URN)
Note

QS 2016

Available from: 2016-02-15 Created: 2016-02-15 Last updated: 2018-09-26Bibliographically approved
4. Moderating effects on market orientation and strategic performance: A study of public housing companies in Sweden
Open this publication in new window or tab >>Moderating effects on market orientation and strategic performance: A study of public housing companies in Sweden
2018 (English)In: Article in journal (Refereed) Submitted
Keywords
Business Administration, Företagsekonomi
National Category
Business Administration
Identifiers
urn:nbn:se:kth:diva-235479 (URN)
Note

QC 20180926

Available from: 2018-09-26 Created: 2018-09-26 Last updated: 2018-09-26Bibliographically approved
5. The mediating role of CSR on the market orientation strategic responsiveness and performance relationship
Open this publication in new window or tab >>The mediating role of CSR on the market orientation strategic responsiveness and performance relationship
2018 (English)In: Article in journal (Refereed) Submitted
Keywords
Business Administration, Företagsekonomi
National Category
Business Administration
Identifiers
urn:nbn:se:kth:diva-235480 (URN)
Note

QC 20180926

Available from: 2018-09-26 Created: 2018-09-26 Last updated: 2018-09-26Bibliographically approved

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Ahmadi, Zahra

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