THE EFFECT OF COMPETITIVE INTENSITY ON DETERMINING COMPETITIVE STRATEGIES: AN ANALYTICAL STUDY OF A SELECTED SAMPLE OF REAL ESTATE PROJECTS IN IRAQ

Abstract

This study examines the impact of competitive intensity on the formulation of competitive strategies within Iraq’s real estate sector, based on an analytical investigation of selected real estate projects. It addresses the core issue of the extent to which market competition influences firms’ strategic choices. A descriptive-analytical design was employed, with data gathered through a structured questionnaire developed around the study’s two main variables: competitive intensity and competitive strategies. The instrument was administered to 360 employees across several real estate companies operating in selected Iraqi governorates. The collected data were analysed using SPSS and AMOS. The findings indicate a statistically significant positive effect of competitive intensity on shaping competitive strategies in real estate firms. Higher levels of competition encourage firms to adopt adaptive and forward-looking strategies that improve differentiation and support growth. Accordingly, the study recommends strengthening firms’ capabilities in market and competitive analysis and implementing dynamic strategic approaches to enhance sustainability and responsiveness within Iraq’s evolving real estate market.