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  • 1.
    Ahmadi, Zahra
    KTH, Skolan för arkitektur och samhällsbyggnad (ABE), Fastigheter och byggande, Bygg- och fastighetsekonomi.
    Market orientation and public housing companies in the Swedish declining market2016Licentiatavhandling, med artikler (Annet vitenskapelig)
    Abstract [en]

    The licentiate thesis consists of three papers with the particular topic in public housing. They discuss how the public housing companies manage the transition to higher economic demands meeting increased customer and market requirements. These studies focus specifically on how the public housing company deal with market challenges associated with the decision to demolish, maintain and/or new construction. Market-oriented perspective can be a tool for the public housing companies to achieve better customer value and enhance economic development. Although the market orientation concept has contributed to valuable improvements in research, the thesis assumes that it is necessary to distinguish between that the public housing companies operate market-oriented to meet customer requirements and their focus on innovation.

    Paper I develops market/innovation types and then investigates how public housing companies adapt to these types. It was found that economic conditions in the municipality have a major impact on the housing companies, causing them to act innovatively and create superior customer value by innovations. The study confirms that the implementation of market and innovation orientation contributes to competitive advantages in growing markets, while weak economic conditions impair implementation in declining markets.

    Paper II addresses how public housing companies in declining markets act based on the concept of market intelligence. This study suggested and tested whether there is a positive link between collecting customer information, disseminating it in the organization, and responding to customer needs, and whether this link has an impact on strategic performance. The result shows that weak links exist in the process; the efficiency of intelligence distribution in public housing companies is affected mainly by their responsiveness to customer needs.

    Paper III also addresses the public housing companies’ market strategies in declining markets. This study, based on a market-strategic perspective, compares how public housing companies act in relation to customer wants compared to the private housing market. The result shows that public housing companies are more engaged in carrying out new construction, renovation, and reconstruction, as well as taking more social responsibility compared to the private sector. In particular, their concern for the customers’ social needs is evident.

  • 2.
    Ahmadi, Zahra
    KTH, Skolan för arkitektur och samhällsbyggnad (ABE), Fastigheter och byggande, Bygg- och fastighetsekonomi.
    Moderating effects on market orientation and strategic performance: A study of public housing companies in Sweden2018Inngår i: Artikkel i tidsskrift (Fagfellevurdert)
  • 3.
    Ahmadi, Zahra
    KTH, Skolan för arkitektur och samhällsbyggnad (ABE), Fastigheter och byggande, Bygg- och fastighetsekonomi. Högskolan i Gävle.
    The role of market orientation in public housing companies:: A study of MO’s effect on construction strategies2018Doktoravhandling, med artikler (Annet vitenskapelig)
    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.

  • 4.
    Ahmadi, Zahra
    et al.
    KTH, Skolan för arkitektur och samhällsbyggnad (ABE), Fastigheter och byggande, Bygg- och fastighetsekonomi. University of Gävle, Sweden.
    Lind, Hans
    KTH, Skolan för arkitektur och samhällsbyggnad (ABE), Fastigheter och byggande, Bygg- och fastighetsekonomi.
    Strategies in decling housing markets: a comparison of public and private housing companiesManuskript (preprint) (Annet vitenskapelig)
  • 5.
    Ahmadi, Zahra
    et al.
    Gävle.
    Lind, Hans
    KTH, Skolan för arkitektur och samhällsbyggnad (ABE), Fastigheter och byggande, Bygg- och fastighetsekonomi.
    Sustainable strategies in a declining housing market: a comparative study2018Inngår i: International Journal of Management Practice, ISSN 1477-9064, E-ISSN 1741-8143, Vol. 11, nr 4, s. 400-421Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    The purpose of this study is first to examine and compare sustainable strategies within public and private housing companies in declining markets in central Sweden. Then, the study evaluates the impact of new legislation that requires public housing companies to act in a ‘businesslike’ way, in the same way as a long-term private company. A quantitative study was conducted based on a survey sent to 72 housing companies. The results show that public housing companies are more strategy oriented than private housing companies. The results can be viewed as an on-going interaction process, where a company’s strategies affect its profit. The study aims toincrease the understanding of activities within housing companies in adeclining market that engage the companies in sustainable strategies to improve their market knowledge and profit.

  • 6.
    Ahmadi, Zahra
    et al.
    KTH, Skolan för arkitektur och samhällsbyggnad (ABE), Fastigheter och byggande, Bygg- och fastighetsekonomi.
    Sundström, Agneta
    The market intelligence impact on strategic performance in declining markets2017Inngår i: International Journal of Applied Business and Economic Research, Vol. 15, nr 15, s. 457-473Artikkel i tidsskrift (Fagfellevurdert)
    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.

  • 7.
    Ahmadi, Zahra
    et al.
    University of Gävle, Sweden.
    Sundström, Agneta
    The Role of Market Intelligence in Declining Markets: Public Housing Companies in SwedenManuskript (preprint) (Annet vitenskapelig)
  • 8.
    Sundström, Agneta
    et al.
    Gävle.
    Ahmadi, Zahra
    Gävle.
    The mediating role of CSR on the market orientation strategic responsiveness and performance relationship2018Inngår i: Artikkel i tidsskrift (Fagfellevurdert)
  • 9. Sundström, Agneta
    et al.
    Ahmadi, Zahra
    University of Gävle, Sweden.
    Hyder, Akmal
    Market and Innovation Orientation Typology: Proposition and IllustrationsManuskript (preprint) (Annet vitenskapelig)
  • 10.
    Sundström, Agneta
    et al.
    Gävle.
    Ahmadi, Zahra
    Department of Business and Economics Studies, Faculty of Education and Business, University of Gävle, Gävle, Sweden.
    Hyder, Akmal
    Gävle.
    Market and innovation orientation typology: proposition and illustrations2016Inngår i: Marketing Intelligence & Planning, ISSN 0263-4503, E-ISSN 1758-8049, Vol. 34, nr 3, s. 376-393Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    Purpose – The purpose of this paper is to develop a typology based on the market orientation (MO) and innovation orientation (IO) of firms, and to illustrate the extent to which public housing companies (PHCs) fit into this framework. Design/methodology/approach – A qualitative study of 11 PHCs in central Sweden was conducted to classify their positions in the typology. Interviews with semi-structured and open-ended questions were used to collect the data. Findings – Four PHC types were identified by combining high and low MO and IO. This study offers insights on the importance of combining MO and IO. The overall findings show that MO and IO combination is not static and must be handled according to context. The MO-IO typology developed could be tested in a quantitative study on a larger sample of public or combined public and private housing companies. Research limitations/implications – An empirical study comparing public and private housing companies on the basis of the proposed typology in relation to economic contingencies in the environment would further knowledge in this area. Practical implications – The current study gives managers an indication of their position in the typology, which can be used as a tool for improving performance. Originality/value – This paper describes PHCs within a proposed typological framework.

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