Implementing digital solutions in real estate trading : the case of Croatia

master's thesis

• Author: Sara Ćoza
• Mentor: Dalia Suša Vugec (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

In a global environment highly susceptible to change, with market and industry forces moving at a pace that is faster than ever before, digital transformation is an essential part of an organization's business model. The real estate sector is no exception. This thesis analyses how the implementation of digital solutions in the real estate market affects an individual firm’s ways of doing business along with having influence in changing its organizational and economic anatomy. It seeks to shed light onto how the national sector’s leading player implements digital solutions in real estate trading, how effectively it executes its narrative, and what implications the future may bring. Using individual extensive interviews and various of Croatian real estate experts who are also decision-makers in a leading national real estate trading agency, it was shown that, while the national market is rather slower than its global counterparts, it is also heavily investing in various digital solutions aimed primarily at Customer relationship management (CRM), digital marketing, using VR to manage property visits and deals, along with solutions trying to increase the efficiency and decrease the costs of carrying out real estate transactions and various contractual interactions between the agency and its stakeholders. While there is still a road to pave, the Croatian real estate trading sector is highly aware of the crucial nature of digital solutions and their use cases and is developing with a healthy pace.

• Keywords: real estate; IT; technology; digital solutions; real estate trading; strategic management; stakeholder management; digitalization; globalization; Croatian real estate
• Language: english
• URN:NBN: urn:nbn:hr:148:951295
• Study programme: Title: Master Degree in Business; specializations in: Marketing in english, Managerial informatics, Management, Marketing, Trade and international business, Leadership; Course: Marketing in english; Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2024-10-07 11:00:00