News of real estate’s death is greatly exaggerated: Real estate in the New Economy

The Internet and e‐commerce continue to change profoundly the manner in which everyone conducts business. These fundamental changes impact not only the traditional supply chain but also the way in which business is conducted throughout the enterprise. In this paper plausible implications and outcomes are predicted for the future of commercial real estate in the New Economy. Anything that changes how people conduct business also changes where it will be conducted. Companies that anticipate these changes and restructure their fixed‐asset base (including real estate) fastest will gain greater additional competitive advantage in the New Economy. Firms that choose not to adopt the tools of e‐commerce will effectively be choosing to go out of business.