PENGARUH STRATEGI CORPORATE REAL ESTATE TERHADAP KEUNGGULAN KOMPETITIF UNTUK MENINGKATKAN KINERJA PERUSAHAAN (STUDI PADA BISNIS RITEL DI YOGYAKARTA DAN SEMARANG)

Utama, Wira Setya (2006) PENGARUH STRATEGI CORPORATE REAL ESTATE TERHADAP KEUNGGULAN KOMPETITIF UNTUK MENINGKATKAN KINERJA PERUSAHAAN (STUDI PADA BISNIS RITEL DI YOGYAKARTA DAN SEMARANG). S2 thesis, UAJY.

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Abstract

In the 21st century, retailer are facing bi challenges. To remain competitive in markets, retailers need to develop competitive advatanges. CRE is the one of the firm resources that have influence to firm competitive advtange. CRE strategy should be applied by retailers in order to catch the bigger gain from the competitive advatanges. The objective of the study is to find the impact CRE strategy towards competitive advantage of firm performance. The selected respondents are fashion retailer in Malioboro Mall, Mall Galeria, Plasa Simpanglima and Mall Ciputra. To analized data used Two Stages Least Square (2SLS) with single equation approach. The result indicated that the promote marketing message strategy, promote sales and selling process,and facilitate and control operations, service delivery strategy were taken as the variable of CRE strategy. This study suggest that the fashion retailer should consider about Corporate Real Estate Strategy in designing theirs stores.

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