This paper introduces a conceptual framework that captures the key processes in early stage design (ESD) processes mapping out Decision Making (DM) to support value delivery using utility theory. A lot of construction waste in downstream processes can be traced back to the design stage according to research. Yet there's currently little research into interdependences key to value generation in this most dynamic of construction processes. This research identifies the role of the end-user as a key element in the process of value generation in ESD. Understanding the user requirements is just as important a step as it is for the design process to engage in requirement forecasting. This paper explores new ground in understanding of DM processes in ESD in defining and understanding value. The research first explores the theoretical concepts in multi-criteria DM, UT and value generation in ESD. Design science research methodology is used to review literature to inform the framework that's validated with case studies in two design firms.
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