Strategy and implementation for the workplace of the Future: The Raffles Quay Asset Management Commercial real estate story

• Main Authors: SPECULAND, Robin, MAKANY, Tamas, ANG, Jovina
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2022
• Subjects: strategy execution; vision statements; strategy map; leading change; collaboration and teams; digital transformation; Real Estate; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/425; https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-22-BATCH%20%5BPDF-Pic%5D/SMU-22-0020%20%5BRQAM%5D/SMU-22-0020%20%5BRQAM%5D.pdf?CT=1668740789080&OR=ItemsView
• Institution: Singapore Management University

This case study is set in June 2022, two and a half years since Raffles Quay Asset Management (RQAM) had rolled out its new vision in preparation for positioning itself for the workplace of the future. RQAM had been established in 2001 to manage and market the commercial properties developed by Asia’s leading developers. The new vision provided the ‘north star’ for the whole organisation and transformed how RQAM managed tenant relationships. It also revolutionised RQAM’s approach to commercial real estate management. The new vision leveraged technology opportunities and addressed the needs of RQAM’s various stakeholders from its tenants to the community. The RQAM leaders crafted a strategy to deliver the vision within five years. To support the implementation of the vision, the leaders drove significant interventions, of which, one intervention was to align employees across the whole organisation with the ‘strategy on a page’. The case provides a learning opportunity for students to understand RQAM’s position, evaluate the visioning and implementation process, that includes digital, and discuss the interventions that were executed.