Target Value Design: Development and Testing of a Virtual Simulation

Georgie Jacob1, Nimish Sharma2, Zofia K. Rybkowski3 & Ganesh Devkar4

1Teaching Associate, Faculty of Technology, CEPT University, Ahmedabad - 380009, India +919961957876, [email protected],
2Post Graduate Student, Faculty of Technology, CEPT University, Ahmedabad - 380009, India +918368938579, [email protected],
3Associate Proffessor, Department of Construction Science, Texas A&M University, College Station, TX 77843, USA, [email protected],
4Associate Professor, Faculty of Technlogy, CEPT University, Ahmedabad – 380009, India +919099010303, [email protected],


Early in the development of a lean project, Target Value Design (TVD) practices define owner value, and it is toward actualization of defined owner value that all subsequent lean practices should flow. Participatory simulations have been used to help stakeholders comprehend TVD processes before they are implemented on an actual project, enhancing their effectiveness. This paper introduces results from testing of an online version of a TVD simulation that was being used to teach TVD at universities and to practioner stakeholders before embarking on a sometimes lengthy TVD journey. The online TVD simulation described in this paper arose out of the need to continue to teach TVD despite social distancing requirements that emerged during the global COVID-19 pandemic. This paper chronicles the details associated with the online simulation: the template design, choice of suitable online platform, strategy for playing the simulation, and facilitation of post-simulation discussions. The developed simulation was tested with post graduate students of Construction Engineering and Management Programme at CEPT University. The post simulation discussion and analysis of questionnaire responses received indicate that participants enjoyed this simulation and learned important principles related to TVD. This online simulation is an evolved version of the Marshmallow Tower TVD simulation. Hence, it indicates the growing trend towards evolution of lean simulations and serious game to adjust to changing conditions.


Target Value Delivery, collaboration, target cost, virtual online simulation, lean simulation.



Jacob, G. , Sharma, N. , Rybkowski, Z. K. & Devkar, G. 2021, 'Target Value Design: Development and Testing of a Virtual Simulation' In:, Proc. 29th Annual Conference of the International Group for Lean Construction (IGLC). Lima, Peru, 14-16 Jul 2021. pp 320-329

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