Studio Realty

Case Solution

Clayton M. Christensen, Bret Baird
Harvard Business School ()

Studio Realty has developed an “electronic open house” technology that allows home buyers to sit in a comfortable environment and, by clicking on digital images, tour a house and see its rooms, exterior and surroundings. Studio Realty tried to sell or license its system to brokers, but found that no one was interested. Ultimately, homeowners had to create their own real estate agency to create demand for the technology. The case closes with the question of whether this technology can be used to sell homes over the Internet.

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