A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsCRE strategies have proved to contribute to the creation of competitive
advantages by integrating corporate value and the organizational culture
across multi-locations. CRE strategies also facilitate attracting and
retaining best talent. Through a qualitative research method of case study,
this paper examines the impact of changes in the CRE strategies of
McDonald’s and Hewlett Packard, both companies being multinational
firms that represent the two main segments of CRE: retail and offices.
Findings indicate that the changed strategies have provided for increased
revenue and higher shareholder value in the case of McDonald’s and
enhanced space utilization, comfortable working environment and a global
design standard for all offices and workstations of HP. The study also
analyzes the option of selling and leasing back CRE assets against owning
them
