Corporate real estate strategies - a multinational approach

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

CRE strategies have proved to contribute to the creation of competitive advantages by integrating corporate value and the organizational culture across multi-locations. CRE strategies also facilitate attracting and retaining best talent. Through a qualitative research method of case study, this paper examines the impact of changes in the CRE strategies of McDonald’s and Hewlett Packard, both companies being multinational firms that represent the two main segments of CRE: retail and offices. Findings indicate that the changed strategies have provided for increased revenue and higher shareholder value in the case of McDonald’s and enhanced space utilization, comfortable working environment and a global design standard for all offices and workstations of HP. The study also analyzes the option of selling and leasing back CRE assets against owning them.