The influence of strategy on performance: the case of REMAX real estate network Portugal

Globalisation has changed the way business is viewed and oriented. Its impact is broad and wide-ranging, requiring an analysis and reflection of the existing business approaches and their respective practices. Covid-19 pandemic accelerated this situation and made it necessary for organisations to create new methods and tools to adapt to the actual context we are living in. This paper has as main goal to analyse the influence of strategy on the performance of REMAX real estate companies in Portugal. To achieve this objective, this research was developed according to a quantitative methodology, whose data was collected through a questionnaire survey, addressed to the directors boards of the real estate mediation companies of REMAX network, in Portugal, of which 70 valid answers were obtained. The obtained results show that the strategy has a strong influence on the performance. In addition, the results reveal that only the adopted prospective strategy by the companies has a direct impact on performance. The performance skills of the organisations, such as financial performance, customers and internal processes are the antecedents that most influence the strategy.