Content of the study
After more than 15 years of steady premiumisation in building construction, a clear change is emerging in the new construction segment. The industry is facing a creeping commoditisation driven by various factors. In the new construction sector in particular, a changing building mix, the growing negotiating power of users and the continuing pressure on construction costs are responsible for the shift in focus from premium products to standardised solutions. In this brief study, we have analysed how affected companies should react to this change and position themselves for the future.
PLEASE NOTE: The study is currently only available in German.