||The effect of strategy alliance on property values: A case study of hotels in Taiwan
||It has been improved that brand could make the price premium and have multiple benefits. Thus, development of brand is one of most important strategies for real estate developers or owners. However, it takes time and cost to create. Alternatively, the strategy alliance seems to be the other approach to build brand. This paper argues that “Does strategy alliance make the price premium for real estate?” “What is the effect of cooperation on property values?” Therefore, based on the theory of brand premium and strategy alliance, this paper is centered on hotel properties in Taiwan, and uses the case study method to analyze how the value of hotel is changing after alliance. The empirical result showed that trust and manager support could maintain the long relationship of cooperation in the beginning of strategy alliance. Besides, the degree of price premium was determined by types of alliance. We suggest that the property owners or developers could use the concept of strategy alliance to create real estate benefits.____
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||Strategy Alliance, Brand Premium, Property Value
Chu, Nan-Yu (2015).
The effect of strategy alliance on property values: A case study of hotels in Taiwan. 22nd Annual European Real Estate Society Conference in Istanbul, Turkey,