Gut Check: Market Analysis and Positioning of the VE Brand

摘要

Value Engineering (VE) is in a current state of crisis. Not only is there a lack of understanding of what it truly means to those with exposure to it (vis-a-vis VE as being viewed purely as a cost-cutting measure), there is an overwhelming lack of exposure to it at all. Increasing competition from other value-enhancing techniques and systems (e.g., Lean methodologies, systems engineering, Lean Six Sigma, operations research, etc.) means its market share is diminishing at a furious pace. This results in several consequences that make it even more difficult to ensure VE's future. This paper will communicate how certain language, rivalries, and concepts have impacted the market for business and product improvement methodologies, while presenting certain creative branding approaches to overcome the barriers to increasing market dominance for Value Engineering as a whole.