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...Th european real estate society conference june eindhoven prime versus secondary no guts glory taking calculated risks berry jn lim lc and sieracki ka university of ulster built environment research institute kaspar associates visiting professor contextual background downturn phase all property goes down at the same time recovery sees divergent returns across market segments sectors in properties this presentation paper highlights these differences investigates performance characteristics discusses buy sell decisions institutional investors impact economic on demand supply constraints lack grade stock divergence locations decreasing importance becoming more difficult to source forced up risk curve tensions decision making process buying selling product behaviour targeting commercial uk adverse maximising adjusted seeking diversification potential including quality tenant covenant strength lease structure income growth revenue streams investing dynamics london investment is most sought ...