Towards understanding disruption in the market for professional services in construction

The challenges faced by professional service companies in construction are increasing simultaneously as enablers such as digitalization and industrialization are developing. Currently, there are indications of two main diverging market trends: Productification and Servicification. This paper hypothesises that these two trends can be classified as Asset-dominant logic. In construction, the digital development, is currently regularly decoupled from the business model development. In support of business model innovation, this paper’s aim is to how we can understand and articulate the development of the markets for professional services in construction by describing concepts for understanding and analysing design work in the context of asset-dominant logic, as opposed to the current dominating Resource-dominated logic. The result indicates that productificiation, includes industrialization (product-based approach) by considering applying disruptive technologies, with the aid of a platform and in an ecosystem, making it possible to create value for the customer by taking service-dominant logic into account. Finally, the paper concludes with an attempt to demonstrate the mechanism of market development by considering the asset-dominant logic as a backdrop to the business model innovations that asset-dominant consulting will start to undertake in the coming months and years.