Edith Maryon Foundation, Switzerland.
Urban Stud. 2011;48(7):1503-527. doi: 10.1177/0042098010375321.
This article investigates the evolution of sustainability positioning in residential property marketing to shed light on the specific role and responsibility of housebuilders and housing investors in urban development. To this end, an analysis is made of housing advertisements published in Basel, Switzerland, over a period of more than 100 years. The paper demonstrates how to draw successfully on advertisements to discern sustainability patterns in housing, using criteria situated along the dimensions building, location and people. Cluster analysis allows five clusters of sustainability positioning to be described—namely, good location, green building, comfort living, pre-sustainability and sustainability. Investor and builder types are differently located in these clusters. Location emerges as an issue which, to a large extent, is advertised independently from other sustainability issues.
本文研究了住宅房地产营销中可持续定位的演变，以阐明房屋建筑商和住房投资者在城市发展中的具体作用和责任。为此，对瑞士巴塞尔超过 100 年的住房广告进行了分析。本文展示了如何成功地利用广告来识别住房中的可持续性模式，使用沿建筑、位置和人员维度的标准。聚类分析可以描述五个可持续性定位集群，即地理位置优越、绿色建筑、舒适居住、预可持续性和可持续性。投资者和建筑商的类型在这些集群中有不同的定位。位置成为一个问题，在很大程度上，它与其他可持续性问题独立广告。
