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The aim of this Real Estate Insight is to comment upon commercial real estate research. Much of the current research on commercial real estate sits in academic silos, constrained by disciplinary boundaries and rejecting insights from other areas. This can lead to an impoverished understanding of the processes and practices that drive market behaviour.

This Real Estate Insight, through the lens of history, draws on insights from a century earlier and, in particular, from the work of Frank Ramsey; the paper argues that market behaviour is shaped by the role of key actors and persistent beliefs which need to be accounted for in our models of market practice.

The paper argues that current research paradigms need to accommodate agency explicitly into existing models and that real estate research will benefit immensely if researcher were more open in seeking ideas from outside the real estate field and to be more open to external ideas and concepts.

The paper suggests that property research needs to be more embracing of other academic disciplines to develop a full understanding of the numerous and various drivers within commercial real estate markets.

This is a review of how beliefs impact upon commercial real estate markets. As with many things, history can help researchers today get a broader and more appropriate perspective on market drivers and how they affect decision-making.

The author employed a five-step approach: Data (e.g., qualitative primary and secondary data) collection (about a major project at the examined organisation), Critical thinking (in order to determine the dilemma), Setting learning objectives (e.g., with respect to the Bloom's taxonomy), Testing (in order to confirm the teaching plan) (e.g., with research assistants and doctoral candidates), and Ensuring clarity (e.g., especially for the case narrative).

The site manager at a UNESCO World Heritage Site by the name Ephesus in Türkiye (Turkey) was considering who would update the site management plan. UNESCO was regularly asking for updates. Would site management outsource the management plan from a firm? For example, the site management had had an outside firm develop the management plan and Ephesus had become a UNESCO World Heritage Site. Otherwise, would the site management rely on their own experience this time? Was there another way?

The educators could use the case study to introduce graduate students to “the value conception” in “marketing management” courses and to “the social exchange school of thought” in “marketing theory” courses. The learning objectives develop over the tension between owning and outsourcing main responsibilities of a scientific field as well as the tension between claims and objective evaluations. “The value conception” in “the social exchange school of thought” could improve planning in favour of humanity in a way that the United Nations could recognise (e.g., “value-based planning”). Corresponding discussions motivate a main question about the future: What is marketing for?