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Although the importance of creative thinking is rapidly increasing in the new century, the generation of creative ideas and its application in the construction industry have been considered relatively difficult. Thus there have been a few studies on the subject that how to apply creative thinking tools with empirical evidence in the construction industry. Value engineering(VE) has been widely applied in the design phase of construction projects due to the government regulation, Brainstorming has been the most prevalent idea generation techniques in the VE activities during the past several decades. Contrary to popular belief, the performance of brainstorming is not so good. It is known as the brainstorming myth. This paper proposes the business creativity codes(BCC) as an alternative idea generation tool in the design phase VE of construction projects. In order to examine the effectiveness of the BCC, 50 successful field cases awarded in the design VE competition of government agency are used. The result shows that the BCC can be used as an effective idea generation tool in the design phase VE construction projects.

Efficient Problem-Solving Idea Generation in the Design Phase VE of Construction Projects using Business Creativity Codes(BCC)