INVESTIGATING FACTORS INFLUENCING REAL ESTATE FIRM SURVIVAL IN VUCA WORLD

Abstract

The purpose of this study is to investigate the relationship of Entrepreneurial Orientation (EO), Digital Transformation-Technology Readiness (DT-TR), Marketing Capability (MC), Customer Value Co-creation Behaviors (CVCCB) with Firm Performance (Survival) (FP-S) for real estate businesses, organizational climates of change that member of real estate organizations created as a function of the Perceived Survival, and Subject Survival changes occurred. In this study, the researcher conducted a survey among Real Estate Company in Thailand consisting of 237 firms of questionnaires. The proposed hypothesis was tested using Partial Least Squares - Structural Equation Modeling (PLS-SEM). This research has found a positive relationship between entrepreneurial orientation (EO) and its overall survival results. This study is essential if one understands the digital divide and the findings have various effects, especially on a real estate firm's growth. Real estate business operators must have a vision and prepare for changes after the economic fallout of the COVID-19. The result predicts that there will be a new normal with changing consumer needs, as more employees are working from home, causing the function of one's house or living space to transform.