Centaline Property Agency: Tactics for the Virtual Marketplace Harvard Case Solution & Analysis

Since 1995, the business-Centaline has evolved from a pure service provider in the real estate brokerage, combined provider and real estate brokerage services, and timely information of the property leads. Although the company has been successful in pioneering the concept of dissemination of information to customers via the Internet free of charge in 1998, he was now facing stiff competition from other local real estate agents. The main market rival Centaline, Midland Realty Ltd, for example, began to provide similar services for clients with the extensive use of IT and vertical Propertystreet.net portal recently introduced a general store owned inclusion of information from various estate agents in Hong Kong. This case is a web business strategies and issues. Also allows for a discussion of how the changing nature of WWW "reach, richness and identity" and how it affects the balance of power between the players in the industry and buyers. This case shows that while new concepts to enrich our understanding of e-business, the same types and analysis tools that work in traditional businesses are still applicable and effective. "Hide
by Ali F. Farhoomand, Frederik Pretorius, Connie Sim, Andrew Lee Source: University of Hong Kong, 15 pages. Publication Date: January 1, 2000 . Prod. #: HKU111-PDF-ENG

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