ORLANDO-Rents are important but more important to corporate real estate strategy in the e-business community today are promoting the marketing message, pitching the sales and selling process and expediting production operation and service delivery. That’s the gist of a new mini-study prepared by Stephen E. Roulac, CEO of San Rafael, CA-based Roulac Group.

Roulac compiled the report from responses by attendees at the Nov. 4 Florida Congress of the International Development Research Council in Orlando. “Probably the most significant finding of the survey is that a one-size-fits approach to corporate real estate strategy is highly inappropriate,” Roulac tells GlobeSt.com.

“Although minimizing occupancy costs was the dominant corporate real estate strategy in the e-business world, its dominance is significantly less than previously,” Roulac says. Rated high in strategies is the human resource factor.

“Human resource issues, in the context of corporate real estate strategies and promoting the marketing message through corporate real estate strategy are significantly more important” in e-business today, the Roulac study finds.

The compilation of IDRC attendees’ comments notes “significantly less relative emphasis is placed on facilitating production-operation service delivery through corporate real estate in the e-business world than was assigned in the old business world,” although this strategy is still important. Above all, the study says, corporate real estate strategy in the e-business marketplace is “increasingly employed to increase flexibility.”

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