The strategic positioning matrix - a scalable, competitive model for the on-line real-estate company

Many initiatives are being undertaken to create additional value in real estate transactions by including a Web presence and virtual searching facilities. This paper develops a structured approach of translating the impact of the Internet as an enabling technology on business strategies, business model development and business infrastructure, and indicates a preferred approach of strategic progression. This is an important first step in allowing the real estate industry in major metropolitan areas in Australia to reinvent itself, and to allow individual players in the industry to distinguish themselves through strategy. The paper also addresses foundation concepts of Internet-enabled competitive strategy, business models, Web services software architecture-based IT strategy, and convergent business architecture that combines physical and virtual customer interactions, The strategic positioning matrix, linked with the company's defined technographic market segments, provides an additional avenue to competitive advantage.