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Porter Harvard Business School COMPETITIVE STRATEGY AND REAL ESTATE DEVELOPMENT REMARKS TO THE 1989 HARVARD BUSINESS SCHOOL REAL ESTATE SYMPOSIUM1 The real estate industry is an industry in which many of you will have to make some choices about how you will compete in the future.. The question in the real estate development industry is what has been the nature of the industry historically and how has it been changing I think it has been pretty clear in the past that, with the exception of some seismic tremors, it has been a relatively attractive industry.. Porter Harvard Business School tenants looked at what they could get in a new project and compared it with what they could get in their current building, which was hard to heat and cool and awkward to work in, and they chose new construction.. How should you position yourself If you accept this notion that the industry is getting less attractive, has become less attractive, and that it is permanent and not just an overcapacity problem that will go away in a couple of years, then how should you deal with that How is your company going to be a superior performer In every industry there is a distribution of profits.. What’s the essential kind of advantage that you are going to seek Are you really seeking lower costs because you are going to be more efficient Or are you going to try and differentiate yourself You may spend a lot of extra money trying to do that..
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