The main objective of this research is to design a comprehensive model for intelligentizing value strategies with an emphasis on the key role of value engineering and value management in shaping managers' behavior. The case study of this research was conducted in the Tehran Province Municipality Engineering and Architecture Department. In urban service institutions such as the municipality, the dynamics of infrastructure processes and the use of creative approaches in value engineering are affected by the level of acceptance of value engineering and the depth of establishment of value management among managers. Intelligentizing value strategies can also pave the way for strengthening this approach at the urban management level by carefully and structuredly directing resources and executive mechanisms. The present study is qualitative and uses the content analysis method. In this regard, 15 people were selected for semi-structured interviews from among the managers and experts of the Tehran Municipality Engineering and Architecture Department, as well as academic experts in the field of urban management, using purposive sampling. The interviews were analyzed using coding and theme extraction. The findings show that the implementation of value engineering, with a positive impact on resource optimization and strengthening the collaborative behavior of managers, plays an important role in the formation and development of value management. Also, smartening value strategies can guide organizational processes in order to improve effectiveness and data-driven decision-making by creating technological structures and infrastructures. Based on the results, this research can be used as a suitable model for similar organizations that need to improve performance indicators through the adoption of value engineering and value management.