Promoting Digital Transformation in Digitally Developing Industries : A case study on strategic action points driving digital transformation in the real estate industry

Abstract: The digital transformation of businesses has come a long way; however, research and reports are showing how some industries has fallen behind in the progress. This research aimed at identifying driving factors that are essential in the progression of digitalization and use of digital capabilities. The central research question was as follows: What strategic action points should businesses within the real estate industry adopt individually and together in order to support a steady development towards becoming a digitally dextrous industry? The research was performed as a case study, using the real estate industry as an example. The case study consisted of 8 semi structured interviews, performed with representatives of various companies from the real estate value chain. Using Soule et. al.s (2016) M-PWR model as an analytical foundation, three action points, essential for businesses in digitally laggarding industries, were defined: 1. Reforming the organizational structure for better agility and empowerment of the workforce. 2. Create channels and methods encouraging collaborations between various actors. 3. Develop structured processes for identifying, extracting and managing available resources.