The given article is devoted to relevant issues of implementing in the construction industry of a strategy named “value innovation”. Companies focused on the implementation of innovations are not concerned over the product cost reduction, differentiation and (or) development of a specific market segment, investing all their efforts into the search of fundamentally new and effective technologies as well as the design of required but undeveloped products and methods of construction organization. The company’s main thrust is in forestalling the potential competition and filling of the market niche where competition either lacks or is insignificant. Various approaches to a relatively effective management of competition are used nowadays, both traditional and nontraditional, since competition is tough in some segments of the construction industry(traditional segments), while there is also certain market space still free from competition (nontraditional segments). The given article purports to develop a set of measures facilitating effective management of the company’s competitive ability while planning and delivering construction projects in the area of social infrastructure and smart housing. Also presented in this article is the strategy named the “blue ocean strategy” which is distinct in that it lacks any aspiration to beat the existing competition.