Effective marketing of high-rise luxury condominiums in a middle-income country like Sri Lanka

Effective marketing of high-rise luxury condominiums in a middle-income country like Sri Lanka

PurposeThe purpose of this paper is to develop an effective process to market high-rise luxury condominiums in a middle-income country in Asia like Sri Lanka, based on empirical evidence.Design/methodology/approachThe case research methodology used to address the four research issues used multiple s...

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Bibliographic Details
Published in:Journal of work-applied management Vol. 7; no. 1; pp. 61 - 83
Main Authors: Anthonisz, Stephan, Perry, Chad
Format: Journal Article
Language:English
Published: Bingley Emerald Group Publishing Limited 06-10-2015
Emerald Publishing
Subjects:
Built environment
Condominiums
Effective marketing
Failure
GNI
Gross National Income
High rise buildings
Marketing
Middle-income countries
Per capita
Real estate marketing
Site planning
Sri Lanka
Success
Urban development
Singapore
United States > US
Asia
Sri Lanka
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Summary:PurposeThe purpose of this paper is to develop an effective process to market high-rise luxury condominiums in a middle-income country in Asia like Sri Lanka, based on empirical evidence.Design/methodology/approachThe case research methodology used to address the four research issues used multiple sources of data. In stage 1, qualitative data were collected in interviews with managers and salespersons of six condominium developments that ranged from successful to failure. In stage 2, quantitative data were collected in a survey of the buyers of the six cases.FindingsThe authors contributions to knowledge include the first evidence-based findings about what influences the success and failure of high-rise luxury condominium developments in a country like Sri Lanka. In addition, a comprehensive marketing model of an effective marketing process is developed for forward-thinking professionals in the field to use to successfully market their luxury high-rise condominiums projects in the future.Practical implicationsDetailed steps for successful marketing are outlined, from the Board of Management down to salespersons.Originality/valueThis is the first academic research paper to examine the effective marketing of high-rise luxury condominiums in a middle-income country like Sri Lanka.
ISSN:2205-2062
2205-149X
DOI:10.1108/JWAM-10-2015-002