Barreiras e capacidades à adoção de serviços digitais no mercado imobiliário
Authors:   , Bontorim Andersom 
Published: May 2024

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