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PurposeThis research aims to analyse the implementation of a German platform for housing projects through a successful case on modern methods of construction featuring efficient on‐site construction. Through continuous development, the platform has been carefully designed to suit a carefully selected market – optimising cost and value. Based on the platform, the company has managed to create a high‐quality product at low cost. In fact, they have managed to reduce costs by more than 30 per cent, enabling the company to sell houses to people that normally would not be able to afford a house of their own.Design/methodology/approachThe paper adopts a case study approach combining a qualitative collection of empirical material with an analytical framework drawing upon classical modelling techniques for development of product platforms.FindingsThe paper identifies some central learning points from the German platform such as: platform does not imply that “off‐site manufacturing” is the most optimal production method, rather it is a matter of handling complexity; strong commitment and loyalty from the whole organization is needed; importance of having a specific customer focus (target costing); and incremental rather than radical innovation.Originality/valueThe findings challenge the predominant understanding of industrialisation of the construction processes, illustrating how substantial improvements can be achieved through platform thinking, on‐site production and traditional construction practices.

 Users may download and print one copy of any publication from the public portal for the purpose of private study or research.  You may not further distribute the material or use it for any profit-making activity or commercial gain  You may freely distribute the URL identifying the publication in the public portal If you believe that this document breaches copyright please contact us providing details, and we will remove access to the work immediately and investigate your claim.

Digital technologies are expected to create transformational change in the construction sector. Previous studies have either anticipated the impact of individual technologies or outlined a number of nontechnology-focused future scenarios. There is comparatively little work on how innovation champions frame the future by combining a range of digital technologies and trends (such as big data, the internet of things, and automation) to transform construction. Drawing on an interview-based study with UK construction professionals, this paper presents three emergent visions for digital transformation of the sector. These visions are efficient construction, user-data-driven built environment, and value-driven computational design. Arising in practitioner narratives, these visions all emphasize different technologies and are partially influenced, intertwined, and interconnected with technology, business, and policy discourses in the sector. Furthermore, the visions represent different trajectories for implementing digital technologies in the construction sector. This paper contributes to work on construction foresight and innovation discourses by articulating the multiplicity of visions for digital transformation of construction. This has implications for researchers, practitioners, and policy makers responsible for the digital transformation of construction toward possible, profitable, and desirable futures.

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