OrangeTee Property Agents Review: Responding to Disruptive Innovations
(7 pages of text)
In 2018, the Singapore-based real estate agency OrangeTee launched a new, online platform in response to disruptive innovation in the real estate sector. Property Agents Review allowed clients to rate and review OrangeTee’s agents upon the completion of a real estate transaction. After a hard-fought campaign to overcome initial resistance to the idea, agents credited the new platform with an increase in referrals. OrangeTee proudly championed Property Agents Review as an example of embracing technology and a future-focused outlook. Nevertheless, the management team understood that there was more work to be done. For example, the platform’s technology could be easily copied by competitors. What could they do to stay at the forefront of technology?
This case is suitable for senior undergraduate or postgraduate courses in business, management, and real estate. Modules covering finance and technology, disruptions in the finance and real estate industry, and business strategies in disruptive environments can all benefit from the discussions in this case. After completion of this case, students will be able to
- understand the challenges that disruptive innovations bring to a business;
- reflect on different responses that can be taken in the face of these challenges; and
- think through different approaches to achieve stakeholder buy-in, despite initial resistance to changes.
Real Estate and Rental and Leasing
Singapore, Large, 2018
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