Target Value Design in Real Estate Market: A Conceptual Map Model

Carolina Asensio Oliva1 & Ariovaldo Denis Granja2

1PHD Architect - Former student of the University of Campinas, SP, Brazil. Contact email: [email protected]
2PHD Professor, Construction Management Research Laboratory (LAGERCON), Department of Architecture and Construction, School of Civil Engineering, Architecture and Urban Design, University of Campinas, Campinas, SP, Brazil.. Contact email: [email protected]


The Target Value Design (TVD) approach has been successfully used mainly in healthcare projects, delivering products with higher added value in the users´perspectives, and mainting the projects targets and stakeholders expectations under control. However, the use of this approach in other contexts, such as the real estate market, has been little explored. Therefore, there is an opportunity to deepen the discussion of the adoption of the current TVD benchmark in the real estate market. For these reasons, this work sought to (i) elaborate a conceptual map with the elements of the TVD, offering a graphic and visual insight to ease the integration of concepts and its associations, as well as classifying concepts, tools, catalysts, and ii) insert, in this Conceptual Map, particular externalities of the real estate market context through the methodological approach of Design Science Research. In this way, this work contributes to a discussion of the adoption of the TVD in other contexts, bringing an organization of the practices from its original benchmark.


Target Value Design; Conceptual Map, Real Estate



Oliva, C. A. & Granja, A. D. 2019, 'Target Value Design in Real Estate Market: A Conceptual Map Model' In:, Proc. 27th Annual Conference of the International Group for Lean Construction (IGLC). Dublin, Ireland, 3-5 Jul 2019. pp 1479-1492

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