How is a Modern Technological Tool Accepted by Individuals throughout a Hybrid Organisation in a Slow Moving Industry Exposed to the Digital Revolution? ; A study of the Nordic real estate industry

Abstract

Studies show that in today’s digital society, many organisations and industries are subjects to new technological tools provided by external players. These players are committed to take place in the value chain of the existing industries and add value to the existing value proposition. This thesis aims to research the Nordic real estate industry and the players revolutionising it with their tech-nological tools, in this study specifically visualisation tools. The main purpose of the thesis is to gain understanding of the determinants of accepting the visualisation tools in real estate compa-nies. It has been identified that real estate industry has been exposed to gaps of interest internally in organisations. Therefore, two perspectives are emphasised in the thesis, the individual and the organisational one, this in order to cover all insights and interest areas. Empirical findings specif-ically identify the gaps of interests between different actors in the industry as well as they show the need for more effective implementation and introduction of technology tools in real estate organisations. Additionally, findings show that successful implementation requires customised approaches when it comes to different attitudes and group of actors. Other identified needs for effective implementation are aspects such as detailed education and continuous follow-up strate-gies.