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Fatores impulsionadores da transformação digital nas empresas do setor imobiliário do concelho do Funchal: implicações práticas
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Abstract(s)
O desenvolvimento tecnológico está a mudar a nossa realidade de forma
irreversível. A atual realidade empresarial é caraterizada por uma esfera
organizacional de rápidas e constantes modificações, sendo algumas das variáveis
controláveis, e outras não. Fatores como a globalização, o desenvolvimento
tecnológico e a crescente ênfase no conhecimento, geraram na sociedade e nas
organizações uma maior necessidade de adaptação e resiliência às mudanças.
Neste sentido, a transformação digital (TD) passa a estar no topo das preocupações
das empresas, traduzindo-se numa ferramenta de extrema importância para estas.
Deste ponto de vista, a aposta na transformação digital passou a ser uma questão
de sobrevivência.
O presente estudo incide sob o setor da mediação imobiliária. Como iremos
demonstrar, este setor, devido à sua natureza tradicional, foi um dos setores que
durante muito tempo foi quase imune à transformação digital. No entanto,
atualmente, mostra sinais de um avanço progressivo para a digitalização.
O propósito do presente estudo consiste em identificar os principais
drivers/potencializares da TD nas organizações do concelho do Funchal, ou seja,
verificar quais são os principais fatores ou variáveis que impulsionam a TD.
A metodologia de análise tem por base um estudo qualitativo, suportado na
aplicação de um questionário a uma amostra de 33 organizações obtidas por
conveniência, do concelho do Funchal.
Os resultados alcançados revelam que são diversos os fatores que impulsionam as
empresas de mediação imobiliária a desenvolver o processo de TD, dada a
crescente competitividade, instabilidade e imprevisibilidade do setor.
Os resultados demonstram ainda que a transformação digital nas empresas do
ramo imobiliário do Funchal são uma prioridade, embora ainda estejamos perante
alguma falta de literacia digital por parte dos colaboradores, que dificultam uma
mudança de paradigma no seu desenvolvimento. Os principais potenciadores identificados foram a procura de eficácia e eficiência, a exigência dos clientes e do
meio organizacional e constante desenvolvimento tecnológico.
A transformação digital promete melhorias no desempenho organizacional,
nomeadamente na sua produtividade, eficiência, redução de custos e ainda
proporcionar novas oportunidades de mercado. Apesar destes pontos fortes, foram
identificados como principais inibidores da transformação digital a falta de recursos
capacitados, a falta de compreensão do conceito e benefícios da TD, os custos
associados, a falta de parcerias e a falta de recursos tecnológicos
Em suma, a transformação digital das empresas de mediação imobiliária no
concelho do Funchal é uma realidade emergente, sendo a cada dia que passa
necessário adaptar o negócio às necessidades dos clientes, por sua vez cada vez
mais exigentes.
The technological development is changing our reality in an irreversible way. The current business reality is characterized by an organizational atmosphere in fast and constant modifications, as some of the variants are controllable and others are not. Factors such as globalization, technological development and knowledge awareness induced, in society and organizations, a greater need to be flexible and resilient to changes. From this point of view, digital transformation (TD) is now top concern of companies, indicating to be an extremely important tool for the organization. Thus, the focus on TD has become a matter of survival. The present study focuses on the real estate sector. As we will demonstrate, this sector, due to its traditional nature, was one of the segments that for a long time was almost immune to digital transformation. However, recently, it’s showing signs of a progressive advance toward digitalization. The purpose of this study is to identify the main drivers of TD in Funchal organizations, i.e. verify the main factors or variables that maximize TD. The analysis methodology is based on a qualitative study, supported by a questionnaire, to a sample of 33 organizations, from Funchal, obtained based on convenience. The results achieved revealed that the digital transformation in real estate industry appears to be a priority, although we are still facing some lack of digital literacy from the companies that make the paradigm shift in their development. The main drivers identified were the search for effectiveness and efficiency, customers demand, organizational environment, and new technologies. The digital transformation assures improvements in organizational performance, namely in its productivity, efficiency, cost reduction and provides new market opportunities. Despite these strengths the main inhibitor of digital transformation identified was the lack of trained resources, the lack of understanding of the concept and benefits of TD, the associated cost, the lack of partnerships and technological resources. In short, the digital transformation in the Funchal real estate industry is an emerging reality with, each passing day, it being necessary to adapt the business to costumers needs, who are becoming more demanding.
The technological development is changing our reality in an irreversible way. The current business reality is characterized by an organizational atmosphere in fast and constant modifications, as some of the variants are controllable and others are not. Factors such as globalization, technological development and knowledge awareness induced, in society and organizations, a greater need to be flexible and resilient to changes. From this point of view, digital transformation (TD) is now top concern of companies, indicating to be an extremely important tool for the organization. Thus, the focus on TD has become a matter of survival. The present study focuses on the real estate sector. As we will demonstrate, this sector, due to its traditional nature, was one of the segments that for a long time was almost immune to digital transformation. However, recently, it’s showing signs of a progressive advance toward digitalization. The purpose of this study is to identify the main drivers of TD in Funchal organizations, i.e. verify the main factors or variables that maximize TD. The analysis methodology is based on a qualitative study, supported by a questionnaire, to a sample of 33 organizations, from Funchal, obtained based on convenience. The results achieved revealed that the digital transformation in real estate industry appears to be a priority, although we are still facing some lack of digital literacy from the companies that make the paradigm shift in their development. The main drivers identified were the search for effectiveness and efficiency, customers demand, organizational environment, and new technologies. The digital transformation assures improvements in organizational performance, namely in its productivity, efficiency, cost reduction and provides new market opportunities. Despite these strengths the main inhibitor of digital transformation identified was the lack of trained resources, the lack of understanding of the concept and benefits of TD, the associated cost, the lack of partnerships and technological resources. In short, the digital transformation in the Funchal real estate industry is an emerging reality with, each passing day, it being necessary to adapt the business to costumers needs, who are becoming more demanding.
Description
Keywords
Transformação digital Mediação imobiliária Globalização Desenvolvimento tecnológico Conhecimento Drivers/potenciador Competitividade Instabilidade Funchal Digital transformation Real estate Globalization Technological development Knowledge Drivers Competitivity Instability Impressionability
Citation
Ferreira, Cláudia Rubina Pereira - Fatores impulsionadores da transformação digital nas empresas do setor imobiliário do concelho do Funchal [Em linha]: implicações práticas. [S.l.]: [s.n.], 2023. 127 p.