Innovative supply-based strategies in the construction industry

In the construction industry demand drives the design process and as a result design is structured in order to respond to this demand. However, what happens when this demand breaks down, when traditional markets are saturated, and no feasible alternative arises? Will this sector be capable of refocusing their efforts on creating new products to offer? Is it possible for industry participants to adopt a proactive strategy? These questions are investigated and it is seen that the French construction industry, and in particular major contractors, illustrate the problem perfectly. Examples are analysed of innovative offerings in this industry, two groups of which could be developed further.