THE COMPANY'S READINESS TO IMPLEMENT INNOVATIONS IN COMMERCIAL REAL ESTATE PROPERTIES

Abstract

This article addresses the current issue of assessing companies' readiness to implement innovative solutions in commercial real estate. In the context of increasing competition and market digitalization, organizations' ability to adopt new technologies has become a key factor in enhancing operational efficiency, asset value, and business sustainability. The purpose of the research is to develop a methodology for determining the level of readiness of a company for innovative transformation, including an analysis of the organizational structure, material base, corporate culture, level of technological equipment and managerial competencies. The paper proposes a methodology based on a synthesis of quantitative and qualitative indicators: expert interviews and surveys, SWOT analysis, and business process maturity assessment. The results were tested using case studies of Russian companies managing retail and office complexes, which revealed common barriers (lack of funding, employee resistance, and an underdeveloped regulatory environment). The study’s findings can be utilized by property owners, management companies, and consultants to develop strategies for implementing innovations in commercial real estate, taking into account their specific characteristics and assessing the company’s readiness for transformation.