The strategy by which the idea of architecture is sold in direct or transmitted sense has become an important part of project practice worldwide. Today it affects not only professional and financial success, but also the typology of architectural solutions. According to research, marketing, as for every product or service, has become an integral part of the value also of 'architectural product'. This paper focuses on latest entrepreneurial and demand concepts in architectural entrepreneurship. The research question is in what direction the architectural strategy has developed in Latvia. The paper reviews the development of the architectural strategy in the world, and tries to attribute if findings are relevant on the market in Latvia.