Office buildings in Germany : The influence of the employment structure on market selection by institutional investors

Purpose – According to normative‐rational investment decision models, investors who seek office buildings should select markets which show high employment numbers in office related sectors such as Finance, Insurance, Real Estate (FIRE) and Knowledge Intensive Business Services (KIBS). This view is challenged by behavioural studies, which find that the investors' willingness for analysis and the structure of their decision‐making processes in practice notably limit such an influence. Looking at German office markets, the purpose of this paper is to explore to what extent the aforementioned connection between employment structure and market selection holds. Design/methodology/approach – Qualitative interviews with German investment experts are analysed in a manner that differentiates between investor types. Behavioural economics form a theoretical basis to identify investor type specific attitudes towards investment markets and the resulting market selection processes. The findings are tested by logistic regressions which connect the spatial structure of office investments with employment data. Findings – A sector‐specific employment structure does not have a direct but an indirect influence on the market selection. The existing theoretical contradiction is resolved by this indirect influence. Investor type specific risk profiles and business models determine varying spatial patterns of market selection. Research limitations/implications – The study shows that attitudes towards markets, business logics and decision processes differ between insurance companies and open‐ended funds. Researchers should be aware that empirical results may not always be valid for all institutional investors. In some cases a differentiating research design according to investor type may be necessary. Practical implications – The study identifies a set of minimum requirements with regard to building and market characteristics open‐ended funds use for filtering in German secondary/regional markets. Market selection by these funds and insurance companies correlates with relative employment in FIRE‐ and KIBS‐branches. Originality/value – This paper overcomes decision‐theoretical contradictions and gives empirical evidence for the importance of the employment structure on market selection.