Sustainable Competitive Advantage Through Servitization: An Investigation Into Servitization Strategy In the Real Estate Development Sector

Achieving sustainable competitive advantage, based upon services provision, is often claimed to be viable for businesses. There has, however, been little evidence captured on the application of aspects of servitization within the real estate development. By applying the RVB theory, the research propositions of this study include understanding how superior performance is driven from organization capabilities and how different organizations develop and position those capabilities to gain competitive advantage. This research was conducted using an exploratory research and in-depth case study. The study suggests that more strategic alignment between servitization decisions and operations management is required to create competitive advantage.