Tam–sam–som Concept in Digital Construction

The article reveals the conceptual model TAM–SAM–SOM in the context of the digital transformation of the construction industry, which allows for a structured and strategic assessment of the potential of digital technologies in the implementation of construction projects. The application of this model, traditionally widespread in marketing research to determine market capacity, is adapted to the tasks of managing digital resources, tools and technologies at different levels of construction activity. TAM (Total Addressable Market) in the study is interpreted as the total potential of digital construction, which includes the full range of available digital solutions (BIM, digital twins, 3D printing, robotics, ERP systems, data exchange platforms, etc.), capable of ensuring the systemic modernization of the project life cycle from design to operation. SAM (Serviceable Available Market) reflects the part of TAM that can be implemented under the conditions of the existing technical, economic, personnel and institutional capabilities of enterprises in the industry. SOM (Serviceable Obtainable Market), in turn, outlines the realistically achievable share of digital solutions that can be implemented by a specific company or project, taking into account internal resources, organizational and management models, level of digital maturity and external risks. Particular attention is paid to the relationship between the level of digitalization (from basic process automation to an integrated real-time construction management platform) and the effectiveness of implementing each level of the TAM–SAM–SOM model. The author's vision of a digital adaptive framework is proposed, where each level is provided with appropriate analytical tools, technological solutions and change management strategies. The practical significance of the concept lies in its ability to serve as an analytical tool for making strategic decisions regarding investment in digital infrastructure, choosing priority areas of digitalization, and substantiating the expected effect of implementing digital solutions. The TAM–SAM–SOM model is a key component in the formation of digital transformation roadmaps in construction, ensuring logical consistency, flexibility of adaptation, and transparency of management processes.