MULTI-CASE STUDY OF STRATEGIC MANAGEMENT OF REAL ESTATE AGENCIES IN THE CITY OF SANTA MARIA

Real estate is a complex supply chain which covers the most diverse sectors that includes: sales, financing, leasing, administration buildings and condominiums, buildings for example. However, sometimes, it is an inefficient and illiquid sector, and therefore faces the regular intervention of governments around the world. So, to survive in this sector, the companies need to develop strategies for the most turbulent times without losing its competitiveness. In this sense, this article has the aim to verify the competitive strategies as they occur in the real estate agencies in Santa Maria - RS. Methodologically, developed a quantitative, descriptive, being accomplished through multiple case studies in companies in the city. Among the results, it was found that most companies do not have a defined strategic planning or appropriate in your organization. It was also found that there is a misalignment between management activities developed with the strategic plan adopted by the respective companies, as well as the qualifications for the position held is the use of indices of employee productivity.