Competitive strategy and firm size in the estate agency industry

Abstract

Examines the relationship between competitive strategy and firm size in the UK estate agency industry, by presenting evidence from a recent empirical study of the industry in South West England. The analysis indicates that the industry is generally characterised by differentiation strategies rather than price competition and suggests that this may be attributable to a relative lack of economies of scale and the localised nature of the market. However, different types of firm place a greater emphasis upon different strategic positions. Suggests that small firms wishing to establish a long‐term position in a market in which larger firms are operating need to assess both the market environment and the market position of their rivals if they are to discover particular market niches in which they can develop competitive advantage.