Publications
Publications
- December 1996 (Revised July 1997)
- HBS Case Collection
Studio Realty
By: Clayton M. Christensen and Bret J. Baird
Abstract
Studio Realty created an "electronic open house" technology, by which home buyers sitting in a comfortable setting, could tour a home, viewing its rooms, its exterior, and surroundings, by clicking on digital images. Studio Realty attempted to sell or license its system to realtors, but found that none were interested. Ultimately, its owners had to establish their own real estate agency in order to create demand for the technology. The case closes with the question of whether homes can be sold with this technology over the Internet.
Keywords
Technological Innovation; Internet and the Web; Sales; Demand and Consumers; Failure; Innovation and Management; Market Entry and Exit; Real Estate Industry
Citation
Christensen, Clayton M., and Bret J. Baird. "Studio Realty." Harvard Business School Case 697-036, December 1996. (Revised July 1997.)