大作业英文格式.doc

Customer orientation in real-panies
The espoused values of customer relations
Peter Palm
Malmo¨ University, Malmo¨ , Sweden
Abstract
Purpose – The purpose of this paper is to analyse how the espousing of customer relations has evolved over time in the real estate sector. Has a shift occured within the Swedish real estate sector from product thinking towards customer thinking?
Design/methodology/approach – The research is based on an analysis of mercial real panies’ annual reports from the last five years. The annual reports are analysed through text analysis using the theoretical framework of Mintzberg’s five Ps.
Findings – The Swedish real estate sector has in general made the shift from product orientation to customer orientation. There was, however, no significant change during the last five years and most of panies espoused customer orientation already in 2004. The study implies that it is not sufficient to categorise panies between product or customer oriented. Instead four categories are suggested: product, customer, project, and financial orientated. Customer rientation, as measured here, was higher in panies and in panies.
Research limitations/implications – The research in this paper is limited to the Swedish real estate sector.
Originality/value – The paper shows the espoused values regarding customer relations of the
commercial real panies that can be found