Proposal for Target Value Design adoption into the design management of real estate products

Abstract

The delivery of high value-added products is made difficult by restrictions imposed by the project's participants (building companies, contractor, subcontractors and final users). These difficulties are exacerbated by a highly fragmented product development process, in which individual interests can pose obstacles for the collaboration between all involved. Furthermore, objectives, means and restrictions change during project definition until the objectives and restrictions are aligned and consistent with one another. These characteristics indicate that Target Value Design (TVD) can be an important tool to stimulate changes in traditional design process management. The aim of this study was to develop a proposal for the inclusion of TVD in the design management process for real estate products in Brazil. An exploratory case study was made, and the data were collected in an architecture firm and two property and building companies. As a result, a proposal for the inclusion of TVD was formulated, taking into account evolutionary levels of collaboration between projects' participants. This is an exploratory study that seeks to give a theoretical contribution and to open new opportunities of research about TVD.

Keywords:
Target Value Design; Design process management; Collaboration; Construction industry; Real estate