Commercial real estate marketing - The importance of office location on corporate image

Petra Škevin ()
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Petra Škevin: Member of the Management Board Filipović Business Advisory Ltd.

Tržište/Market, 2011, vol. 23, issue 2, 227-246

Abstract: This research paper explores important marketing aspects of commercial real estate, specifically the opinion of managers, on the importance and the effect of location and other factors pertaining to office space, such as office interior, transportation links, office building architecture etc., on corporate image. In addition, other features and issues that arise from the choice of office space were also researched. The results showed that the majority of the surveyed population of managers believe that offi ce space affects corporate image; in particular, that office space location has the greatest effect on corporate image, followed by office interior design. The effect of office space location on corporate image and the effect of location on the decision to use or purchase company products and/or services is most explicit with banks or fi nancial sector companies and with the providers of high value-added and highly intangible professional services, such as legal services, marketing agencies and similar professional services. The respondents believe that the decision to relocate to a new office space needs to involve to the greatest extent the President of the Management Board, Board members or the Director and company owner(s). Furthermore, 64.83% of the respondents believe the Marketing Director should be involved in the decision to relocate. The need for a larger or a smaller space ranked highest of all reasons for relocating to a new office space.

Keywords: location; office; commercial real estate; corporate image (search for similar items in EconPapers)
Date: 2011
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