Financial and Non-Financial Key Competitiveness Indicators (KCIs) for New Small-Medium Private Housing Development Firms from the Malaysian Perspective

Abstract

-The aim of this study is to identify the key competitiveness indicators (KCIs) for new small-medium housing development firms within the starting period of the operation. Through mean analysis of surveys from 49 top level management of small-medium housing development firms in the East Coast Region of Peninsular Malaysia, this study identified and ranked 13 indicators which are a combination of financial and non-financial KCIs for the new small-medium sized housing developers. The finding shows that the highest rank is an indicator of the relationship with the local authority/ government/ planning department/ banks/ customers, followed by indicators of entrepreneurial values, strategic partners, increase of sales, cash flow, expansion of finance channels and cash liquidity, scientific and rational use of capital budgeting and planning capabilities, profitability, investment analysis and orientation in the project feasibility stage, conducting sensitive risk prediction, assessment and response capacity, housing policy information and information channels, diverse range of capital, and lastly land reserves. The firms essentially identify and understand their KCIs in order to survive for the long-term whereby the successful survival of these firms may improve the healthy development of the industry. Lastly, this empirical finding can recommend to the top level management of smallmedium firms that to fully utilize their internal and external firm resources in order to achieve and gain more competitive advantages.