Barreiras e capacidades à adoção de serviços digitais no mercado imobiliário
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Citações na Scopus
Tipo de produção
Tese
Data
2024
Autores
Bontorim, Andersom
Orientador
Bernardes, Roberto Carlos
Periódico
Título da Revista
ISSN da Revista
Título de Volume
Citação
BONTORIM, Andersom. Barreiras e capacidades à adoção de serviços digitais no mercado imobiliário. 2024. 159 f. Tese (Doutorado em Administração de Empresas) - Centro Universitário FEI, São Paulo, 2024. Disponível em: https://doi.org/10.31414/ADM.2024.T.131743.
Texto completo (DOI)
Palavras-chave
Inovações tecnológicas,Mercado imobiliário
Resumo
O mercado imobiliário tem sido impactado por dramáticas transformações intensificadas pelo advento das tecnologias digitais. Este movimento transcende os limites tecnológicos e engloba a implantação de serviços que afetam os aspectos de gestão, de
aproveitamento de competências e capacitação do pessoal e de adequação dos modelos de negócio. Na busca por criar e entregar valor aos consumidores são disponibilizados serviços que utilizam recursos tecnológicos digitais interativos e conectados a plataformas digitais, os quais podem ou não utilizar recursos físicos para o alcance dos objetivos. Trata-se de um
desafio que apresenta diversas barreiras, as quais mitigadas permitem que as organizações tenham maiores possibilidades de se perpetuarem. Este trabalho objetiva ampliar a compreensão sobre os serviços digitais em organizações que atuam exclusivamente no mercado imobiliário, identificando as principais barreiras à sua adoção e quais as capacidades que as mitiguem. A partir de uma revisão sistemática da literatura, tendo sido selecionados 384 artigos, foram realizadas análises descritivas e bibliométricas que permitiram identificar as publicações e autores de relevância, bem como as estruturas intelectuais e conceituais sobre o contexto dos serviços digitais no mercado imobiliário. Após profunda análise temática do conteúdo selecionado, foi possível identificar as 12 principais barreiras, bem como as 19 capacidades que as organizações devam incrementar para mitigarem essas barreiras, resultando um framework referencial, consubstanciado na literatura, quanto aos serviços digitais no mercado imobiliário. Foi realizada uma análise comparativa qualitativa dos dados coletados no estudo de casos múltiplos em 15 organizações que atuam exclusivamente no mercado imobiliário, as quais adotaram serviços digitais em seus negócios ou atividades principais. O propósito deste estudo é validar o framework referencial e seus constructos analíticos, para identificar as capacidades que permitem o resultado favorável na adoção bem-sucedida de serviços digitais em organizações do mercado imobiliário. Considerou-se adoção bem-sucedida, neste contexto, aquela realizada pela organização que, com isso, apresenta um processo organizacional cujo modelo de negócios cria e entrega valor aos seus consumidores a partir de recursos tecnológicos digitais eficazes, atrativos e transparentes. Após a validação do framework referencial, foram identificadas as capacidades que sejam suficientes para o resultado favorável e, com isso, foi proposto um framework analítico, resultante das análises realizadas dos casos bem-sucedidos. Na sequência, foi realizada uma análise da relação de causalidade entre essas capacidades, resultando num modelo de diagrama causal, o qual proporciona uma visão sistêmica das complexas relações na temática deste trabalho. Organizações do mercado imobiliário também podem se beneficiar com este modelo, inclusive, pela sua aplicação para criação de simulações que possibilitam observar os diferentes resultados a partir da alteração de um ou mais componentes elencados. Este estudo apresenta contribuições às teorias de capacidades organizacionais e de serviços digitais, pela identificação das capacidades suficientes que mitigam as barreiras à adoção de serviços digitais por organizações do mercado imobiliário, apresentados num framework analítico. Este estudo também apresenta contribuição gerencial para organizações do setor imobiliário, oferecendo um panorama geral dos principais elementos a serem considerados em planos e programas de implantação ou gestão de serviços digitais. Desta forma, na somatória das contribuições, pretendeu-se proporcionar avanço da teoria sobre capacidades organizacionais e sobre serviços digitais, conjugadas ao mercado imobiliário, bem como apresentar, no aspecto pragmático, importantes recomendações aos gestores de organizações deste setor. O presente trabalho foi realizado com apoio da Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - Brasil (CAPES) - Código de Financiamento 001
The real estate market has been impacted by dramatic transformations intensified by the advent of digital technologies. This movement transcends technological limits and encompasses the implementation of services that affect management aspects, the use of skills and training of personnel and the adaptation of business models. In the quest to create and deliver value to consumers, services are made available that use interactive digital technological resources and connected to digital platforms, which may or may not use physical resources to achieve objectives. This is a challenge that presents several barriers, which when mitigated allow organizations to have greater possibilities of perpetuating themselves. This work aims to expand the understanding of digital services in organizations that operate exclusively in the real estate market, identifying the main barriers to their adoption and which capabilities mitigate them. Based on a systematic review of the literature, with 384 articles selected, descriptive and bibliometric analyzes were carried out to identify relevant publications and authors, as well as intellectual and conceptual structures regarding the context of digital services in the real estate market. After a deep thematic analysis of the selected content, it was possible to identify the 12 main barriers, as well as the 19 capabilities that organizations must increase to mitigate these barriers, resulting in a reference framework, embodied in the literature, regarding digital services in the real estate market. A qualitative comparative analysis was carried out on the data collected in the multiple case study in 15 organizations that operate exclusively in the real estate market, which adopted digital services in their businesses or main activities. The purpose of this study is to validate the referential framework and its analytical constructs, to identify the capabilities that allow a favorable result in the successful adoption of digital services in organizations in the real estate market. A successful adoption, in this context, was considered to be one carried out by the organization which, as a result, presents an organizational process whose business model creates and delivers value to its consumers based on effective, attractive and transparent digital technological resources. After validating the reference framework, the capabilities that are sufficient for a favorable result were identified and, as a result, an analytical framework was proposed, resulting from the analyzes carried out on successful cases. Subsequently, an analysis of the causal relationship between these capabilities was carried out, resulting in a causal diagram model, which provides a systemic view of the complex relationships in the theme of this work. Organizations in the real estate market can also benefit from this model, including through its application to create simulations that make it possible to observe different results based on changes to one or more listed components. This study presents contributions to theories of organizational capabilities and digital services, by identifying sufficient capabilities that mitigate barriers to the adoption of digital services by organizations in the real estate market, presented in an analytical framework. This study also presents a managerial contribution to organizations in the real estate sector, offering a general overview of the main elements to be considered in plans and programs for the implementation or management of digital services. In this way, in the sum of the contributions, the aim was to advance the theory on organizational capabilities and digital services, combined with the real estate market, as well as present, from a pragmatic aspect, important recommendations to managers of organizations in this sector. This study was financed in part by the Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - Brasil (CAPES) - Finance Code 001
The real estate market has been impacted by dramatic transformations intensified by the advent of digital technologies. This movement transcends technological limits and encompasses the implementation of services that affect management aspects, the use of skills and training of personnel and the adaptation of business models. In the quest to create and deliver value to consumers, services are made available that use interactive digital technological resources and connected to digital platforms, which may or may not use physical resources to achieve objectives. This is a challenge that presents several barriers, which when mitigated allow organizations to have greater possibilities of perpetuating themselves. This work aims to expand the understanding of digital services in organizations that operate exclusively in the real estate market, identifying the main barriers to their adoption and which capabilities mitigate them. Based on a systematic review of the literature, with 384 articles selected, descriptive and bibliometric analyzes were carried out to identify relevant publications and authors, as well as intellectual and conceptual structures regarding the context of digital services in the real estate market. After a deep thematic analysis of the selected content, it was possible to identify the 12 main barriers, as well as the 19 capabilities that organizations must increase to mitigate these barriers, resulting in a reference framework, embodied in the literature, regarding digital services in the real estate market. A qualitative comparative analysis was carried out on the data collected in the multiple case study in 15 organizations that operate exclusively in the real estate market, which adopted digital services in their businesses or main activities. The purpose of this study is to validate the referential framework and its analytical constructs, to identify the capabilities that allow a favorable result in the successful adoption of digital services in organizations in the real estate market. A successful adoption, in this context, was considered to be one carried out by the organization which, as a result, presents an organizational process whose business model creates and delivers value to its consumers based on effective, attractive and transparent digital technological resources. After validating the reference framework, the capabilities that are sufficient for a favorable result were identified and, as a result, an analytical framework was proposed, resulting from the analyzes carried out on successful cases. Subsequently, an analysis of the causal relationship between these capabilities was carried out, resulting in a causal diagram model, which provides a systemic view of the complex relationships in the theme of this work. Organizations in the real estate market can also benefit from this model, including through its application to create simulations that make it possible to observe different results based on changes to one or more listed components. This study presents contributions to theories of organizational capabilities and digital services, by identifying sufficient capabilities that mitigate barriers to the adoption of digital services by organizations in the real estate market, presented in an analytical framework. This study also presents a managerial contribution to organizations in the real estate sector, offering a general overview of the main elements to be considered in plans and programs for the implementation or management of digital services. In this way, in the sum of the contributions, the aim was to advance the theory on organizational capabilities and digital services, combined with the real estate market, as well as present, from a pragmatic aspect, important recommendations to managers of organizations in this sector. This study was financed in part by the Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - Brasil (CAPES) - Finance Code 001