Unleashing the Competitive Advantage of Malaysian Private Housing Developers through Product Analysis

Mastura Jaafar, Azlan Raofuddin Hj Nuruddin, Syed Putra Syed Abu Bakar, Faraziera Mohd Raslim

Abstract


ABSTRACT

Malaysian housing developers produce a range of products that has the characteristics of being large, expensive and durable. Nonetheless, the protracted development process exposes the developer to a high level of risk. Previous product development studies had focused on the technical elements of development rather than managerial aspects. This paper examines the contribution of product characteristics to the competitive advantage of Malaysian private housing developers. Using semi-structured snowball interviews, this qualitative study aims to elucidate upon the success factors of private housing developers. Ten successful housing developers were chosen for this research. The findings suggest that successful project management coupled with a product selling price that reflects the location, quality and innovativeness of the product, count toward the developer’s reputation and branding. This paper expands the academic housing development literature by providing specific and in-depth information on housing developer products in Malaysia.

Keywords: Product characteristics; private housing developer; competitive advantage; qualitative approach

ABSTRAK

Pemaju perumahan Malaysia menghasilkan pelbagai produk dengan ciri-ciri seperti besar, mahal dan tahan lama; lebih-lebih lagi, proses pembangunan yang berlarutan mendedahkan pemaju kepada tahap risiko yang tinggi. Kajian pembangunan produk sebelum ini telah memberi tumpuan kepada elemen-elemen teknikal pembangunan produk berbanding dengan aspek pengurusan. Kertas kerja ini mengkaji sumbangan ciri-ciri produk kepada kelebihan bersaing pemaju perumahan swasta Malaysia. Menggunakan kaedah temubual ‘snowball’ separa berstruktur, kajian kualitatif ini bertujuan untuk menjelaskan faktor kejayaan pemaju perumahan swasta. Sepuluh pemaju perumahan yang berjaya dipilih untuk menjadi responden kajian ini. Hasil kajian menunjukkan bahawa pengurusan projek yang berjaya; ditambah pula dengan harga jualan produk yang mencerminkan lokasi, kualiti dan inovasi produk; menyumbang kepada reputasi dan penjenamaan pemaju. Kertas kerja ini mengembangkan literatur akademik pembangunan perumahan dengan menyediakan maklumat khusus dan mendalam ke atas produk pemaju perumahan di Malaysia.

Kata kunci: Ciri-ciri produk; pemaju perumahan swasta; kelebihan daya saing dan pendekatan kualitatif


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