diff --git a/docs/generated/packages/cypress/executors/cypress.json b/docs/generated/packages/cypress/executors/cypress.json
index 82dbf95fbaac61..5db9aa9329d42d 100644
--- a/docs/generated/packages/cypress/executors/cypress.json
+++ b/docs/generated/packages/cypress/executors/cypress.json
@@ -153,7 +153,7 @@
     },
     "additionalProperties": true,
     "required": ["cypressConfig"],
-    "examplesFile": "Depending on your testing type, the Cypress executor is configured in different ways. The following are sample configurations that are created via the [configuration](/packages/cypress/generators/configuration) and [cypress-component-configuration](/packages/cypress/generators/cypress-component-configuration) generators.\n\n{% tabs %}\n{% tab label=\"E2E Testing\" %}\n\n```json\n\"targets\": {\n  \"e2e\": {\n    \"executor\": \"@nx/cypress:cypress\",\n    \"options\": {\n      \"cypressConfig\": \"apps/app-e2e/cypres.config.ts\",\n      \"devServerTarget\": \"my-react-app:serve\",\n      \"testingType\": \"e2e\"\n    }\n  }\n}\n```\n\n{% callout type=\"note\" title=\"API Testing\" %}\nAPI testing with Cypress is the same setup as e2e testing. Just change which `devServerTarget` is used!\n{% /callout %}\n\n### Providing a Base URL\n\nIf `devServerTarget` is provided, the url returned from started the dev server will be passed to cypress as the `baseUrl` option.\n\nDefining a `baseUrl` in the executor options will override the inferred `baseUrl` from the `devServerTarget`.\n\nThe `baseUrl` defined in the Cypress config file is the last value used if no url is found in the `devServerTarget` or executor options.\n\n### Static Serving\n\nWhen running in CI it doesn't make sense to start up a dev server since there aren't changes to watch for.\n\nYou can use [`@nx/web:file-server`](/packages/web/executors/file-server) to serve the pre-built static files of your frontend project.\n\nIn some _frontend_ application, add a 'static-serve' target.\n\n```json\n\"serve-static\": {\n  \"executor\": \"@nx/web:file-server\",\n  \"options\":{\n    \"buildTarget\": \"frontend:build\"\n  }\n}\n```\n\nIn the _e2e_ application add a configuration to change `devServerTarget` to point to the `static-serve` from the _frontend_ application\n\n```json\n\"e2e\": {\n  //...\n  \"configurations\": {\n    \"ci\": {\n      \"devServerTarget\": \"frontend:serve-static\"\n    }\n  }\n}\n```\n\n{% callout type=\"note\" title=\"What about Node projects?\" %}\nThe same can be done for backend node apps with [`@nx/js:node` executor](/packages/js/executors/node)\n{% /callout %}\n\n```bash\nnx e2e my-app-e2e --configuration=ci\n```\n\n{% /tab %}\n{% tab label=\"Component Testing\" %}\n\n{% callout type=\"note\" title=\"Cypress Component Testing\" %}\nWhen adding component testing to a project, it's best to use the framework specific generator, instead `cypress-component-project` directly.\n\n- [React component testing](/packages/react/generators/cypress-component-configuration)\n- [Angular component testing](/packages/angular/generators/cypress-component-configuration)\n\n{% /callout %}\n\n```json\n\"targets\": {\n  \"component-test\": {\n    \"executor\": \"@nx/cypress:cypress\",\n    \"options\": {\n      \"cypressConfig\": \"apps/app/cypres.config.ts\",\n      \"devServerTarget\": \"my-react-app:build\",\n      \"testingType\": \"component\",\n      \"skipServe\": true\n    }\n  }\n}\n```\n\nIt's important `skipServe` is set to true. Nx doesn't need to run the `devServerTarget`, Cypress creates its own dev server for component testing.\nInstead, Nx needs to know what build target to create the correct configuration to pass to Cypress, which is why it's still used in component testing.\n\n{% /tab %}\n{% /tabs %}\n\n### Environment Variables\n\nUsing [executor configurations](recipes/executors/use-executor-configurations#use-executor-configurations) offers flexibility to set environment variables\n\n```json\n\"targets\": {\n  \"e2e\": {\n    \"executor\": \"@nx/cypress:cypress\",\n    \"options\": {\n      \"cypressConfig\": \"apps/app-e2e/cypres.config.ts\",\n      \"devServerTarget\": \"my-react-app:serve\",\n      \"testingType\": \"e2e\"\n    },\n    \"configurations\": {\n      \"qa\": {\n        \"env\": {\n          \"API_URL\": \"https://api.qa.company.com\"\n        }\n      },\n      \"dev\": {\n        \"env\": {\n          \"API_URL\": \"http://localhost:3333/api\"\n        }\n      }\n    }\n  }\n}\n```\n\nRead more on different ways to use [environment variables for cypress executor](/packages/cypress#environment-variables)\n"
+    "examplesFile": "Depending on your testing type, the Cypress executor is configured in different ways. The following are sample configurations that are created via the [configuration](/packages/cypress/generators/configuration) and [cypress-component-configuration](/packages/cypress/generators/cypress-component-configuration) generators.\n\n{% tabs %}\n{% tab label=\"E2E Testing\" %}\n\n```json\n\"targets\": {\n  \"e2e\": {\n    \"executor\": \"@nx/cypress:cypress\",\n    \"options\": {\n      \"cypressConfig\": \"apps/app-e2e/cypres.config.ts\",\n      \"devServerTarget\": \"my-react-app:serve\",\n      \"testingType\": \"e2e\"\n    }\n  }\n}\n```\n\n{% callout type=\"note\" title=\"API Testing\" %}\nAPI testing with Cypress is the same setup as e2e testing. Just change which `devServerTarget` is used!\n{% /callout %}\n\n### Providing a Base URL\n\nIf `devServerTarget` is provided, the url returned from started the dev server will be passed to cypress as the `baseUrl` option.\n\nDefining a `baseUrl` in the executor options will override the inferred `baseUrl` from the `devServerTarget`.\n\nThe `baseUrl` defined in the Cypress config file is the last value used if no url is found in the `devServerTarget` or executor options.\n\n### Static Serving\n\nWhen running in CI it doesn't make sense to start up a dev server since there aren't changes to watch for.\n\nYou can use [`@nx/web:file-server`](/packages/web/executors/file-server) to serve the pre-built static files of your frontend project.\n\nIn some _frontend_ application, add a 'static-serve' target.\n\n```json\n\"serve-static\": {\n  \"executor\": \"@nx/web:file-server\",\n  \"options\":{\n    \"buildTarget\": \"build\"\n  }\n}\n```\n\nIn the _e2e_ application add a configuration to change `devServerTarget` to point to the `static-serve` from the _frontend_ application\n\n```json\n\"e2e\": {\n  //...\n  \"configurations\": {\n    \"ci\": {\n      \"devServerTarget\": \"frontend:serve-static\"\n    }\n  }\n}\n```\n\n{% callout type=\"note\" title=\"What about Node projects?\" %}\nThe same can be done for backend node apps with [`@nx/js:node` executor](/packages/js/executors/node)\n{% /callout %}\n\n```bash\nnx e2e my-app-e2e --configuration=ci\n```\n\n{% /tab %}\n{% tab label=\"Component Testing\" %}\n\n{% callout type=\"note\" title=\"Cypress Component Testing\" %}\nWhen adding component testing to a project, it's best to use the framework specific generator, instead `cypress-component-project` directly.\n\n- [React component testing](/packages/react/generators/cypress-component-configuration)\n- [Angular component testing](/packages/angular/generators/cypress-component-configuration)\n\n{% /callout %}\n\n```json\n\"targets\": {\n  \"component-test\": {\n    \"executor\": \"@nx/cypress:cypress\",\n    \"options\": {\n      \"cypressConfig\": \"apps/app/cypres.config.ts\",\n      \"devServerTarget\": \"my-react-app:build\",\n      \"testingType\": \"component\",\n      \"skipServe\": true\n    }\n  }\n}\n```\n\nIt's important `skipServe` is set to true. Nx doesn't need to run the `devServerTarget`, Cypress creates its own dev server for component testing.\nInstead, Nx needs to know what build target to create the correct configuration to pass to Cypress, which is why it's still used in component testing.\n\n{% /tab %}\n{% /tabs %}\n\n### Environment Variables\n\nUsing [executor configurations](recipes/executors/use-executor-configurations#use-executor-configurations) offers flexibility to set environment variables\n\n```json\n\"targets\": {\n  \"e2e\": {\n    \"executor\": \"@nx/cypress:cypress\",\n    \"options\": {\n      \"cypressConfig\": \"apps/app-e2e/cypres.config.ts\",\n      \"devServerTarget\": \"my-react-app:serve\",\n      \"testingType\": \"e2e\"\n    },\n    \"configurations\": {\n      \"qa\": {\n        \"env\": {\n          \"API_URL\": \"https://api.qa.company.com\"\n        }\n      },\n      \"dev\": {\n        \"env\": {\n          \"API_URL\": \"http://localhost:3333/api\"\n        }\n      }\n    }\n  }\n}\n```\n\nRead more on different ways to use [environment variables for cypress executor](/packages/cypress#environment-variables)\n"
   },
   "description": "Run Cypress E2E tests.",
   "aliases": [],
diff --git a/packages/angular/src/generators/application/__snapshots__/application.spec.ts.snap b/packages/angular/src/generators/application/__snapshots__/application.spec.ts.snap
index f082cff7abafc4..07e1cef5193d1a 100644
--- a/packages/angular/src/generators/application/__snapshots__/application.spec.ts.snap
+++ b/packages/angular/src/generators/application/__snapshots__/application.spec.ts.snap
@@ -292,7 +292,7 @@ exports[`app --project-name-and-root-format=derived should generate correctly wh
     "serve-static": {
       "executor": "@nx/web:file-server",
       "options": {
-        "buildTarget": "my-dir-my-app:build",
+        "buildTarget": "build",
         "staticFilePath": "dist/apps/my-dir/my-app/browser",
       },
     },
@@ -528,7 +528,7 @@ exports[`app --project-name-and-root-format=derived should generate correctly wh
     "serve-static": {
       "executor": "@nx/web:file-server",
       "options": {
-        "buildTarget": "my-app:build",
+        "buildTarget": "build",
         "staticFilePath": "dist/apps/my-app/browser",
       },
     },
@@ -988,7 +988,7 @@ exports[`app nested should create project configs 1`] = `
     "serve-static": {
       "executor": "@nx/web:file-server",
       "options": {
-        "buildTarget": "my-app:build",
+        "buildTarget": "build",
         "staticFilePath": "dist/my-dir/my-app/browser",
       },
     },
@@ -1137,7 +1137,7 @@ exports[`app not nested should create project configs 1`] = `
     "serve-static": {
       "executor": "@nx/web:file-server",
       "options": {
-        "buildTarget": "my-app:build",
+        "buildTarget": "build",
         "staticFilePath": "dist/my-app/browser",
       },
     },
diff --git a/packages/angular/src/generators/application/lib/add-e2e.ts b/packages/angular/src/generators/application/lib/add-e2e.ts
index 9719db5b6dce96..4752ebe95dfc70 100644
--- a/packages/angular/src/generators/application/lib/add-e2e.ts
+++ b/packages/angular/src/generators/application/lib/add-e2e.ts
@@ -79,7 +79,7 @@ function addFileServerTarget(
   projectConfig.targets[targetName] = {
     executor: '@nx/web:file-server',
     options: {
-      buildTarget: `${options.name}:build`,
+      buildTarget: 'build',
       port: options.port,
       staticFilePath: isUsingApplicationBuilder
         ? joinPathFragments(options.outputPath, 'browser')
diff --git a/packages/angular/src/generators/setup-mf/lib/setup-serve-target.ts b/packages/angular/src/generators/setup-mf/lib/setup-serve-target.ts
index 52278f4df58a2a..b1cbbd4990c224 100644
--- a/packages/angular/src/generators/setup-mf/lib/setup-serve-target.ts
+++ b/packages/angular/src/generators/setup-mf/lib/setup-serve-target.ts
@@ -26,7 +26,7 @@ export function setupServeTarget(host: Tree, options: Schema) {
       executor: '@nx/web:file-server',
       defaultConfiguration: 'production',
       options: {
-        buildTarget: `${options.appName}:build`,
+        buildTarget: 'build',
         port: options.port,
         watch: false,
       },
diff --git a/packages/cypress/docs/cypress-examples.md b/packages/cypress/docs/cypress-examples.md
index 5214dacf712d99..af44cbaa38b9aa 100644
--- a/packages/cypress/docs/cypress-examples.md
+++ b/packages/cypress/docs/cypress-examples.md
@@ -40,7 +40,7 @@ In some _frontend_ application, add a 'static-serve' target.
 "serve-static": {
   "executor": "@nx/web:file-server",
   "options":{
-    "buildTarget": "frontend:build"
+    "buildTarget": "build"
   }
 }
 ```
diff --git a/packages/react/src/generators/application/application.spec.ts b/packages/react/src/generators/application/application.spec.ts
index b25be440359fcf..b1d99af9e60aa8 100644
--- a/packages/react/src/generators/application/application.spec.ts
+++ b/packages/react/src/generators/application/application.spec.ts
@@ -436,11 +436,11 @@ describe('app', () => {
     const targetConfig = projectsConfigurations.get('my-app').targets;
     expect(targetConfig.serve.executor).toEqual('@nx/webpack:dev-server');
     expect(targetConfig.serve.options).toEqual({
-      buildTarget: 'my-app:build',
+      buildTarget: 'build',
       hmr: true,
     });
     expect(targetConfig.serve.configurations.production).toEqual({
-      buildTarget: 'my-app:build:production',
+      buildTarget: 'build:production',
       hmr: false,
     });
   });
@@ -456,10 +456,10 @@ describe('app', () => {
     const targetConfig = projectsConfigurations.get('my-app').targets;
     expect(targetConfig.serve.executor).toEqual('@nx/vite:dev-server');
     expect(targetConfig.serve.options).toEqual({
-      buildTarget: 'my-app:build',
+      buildTarget: 'build',
     });
     expect(targetConfig.serve.configurations.production).toEqual({
-      buildTarget: 'my-app:build:production',
+      buildTarget: 'build:production',
       hmr: false,
     });
   });
@@ -1026,7 +1026,7 @@ describe('app', () => {
       expect(targetConfig.build.executor).toEqual('@nx/vite:build');
       expect(targetConfig.serve.executor).toEqual('@nx/vite:dev-server');
       expect(targetConfig.serve.options).toEqual({
-        buildTarget: 'my-app:build',
+        buildTarget: 'build',
       });
     });
 
diff --git a/packages/react/src/generators/application/lib/add-project.ts b/packages/react/src/generators/application/lib/add-project.ts
index 5a2075995e7793..7e13f64ff9aaf2 100644
--- a/packages/react/src/generators/application/lib/add-project.ts
+++ b/packages/react/src/generators/application/lib/add-project.ts
@@ -109,15 +109,15 @@ function createServeTarget(options: NormalizedSchema): TargetConfiguration {
     executor: '@nx/webpack:dev-server',
     defaultConfiguration: 'development',
     options: {
-      buildTarget: `${options.projectName}:build`,
+      buildTarget: `build`,
       hmr: true,
     },
     configurations: {
       development: {
-        buildTarget: `${options.projectName}:build:development`,
+        buildTarget: `build:development`,
       },
       production: {
-        buildTarget: `${options.projectName}:build:production`,
+        buildTarget: `build:production`,
         hmr: false,
       },
     },
diff --git a/packages/react/src/generators/cypress-component-configuration/lib/add-files.ts b/packages/react/src/generators/cypress-component-configuration/lib/add-files.ts
index 5ae0c0f82753dc..051b0b52a6f206 100644
--- a/packages/react/src/generators/cypress-component-configuration/lib/add-files.ts
+++ b/packages/react/src/generators/cypress-component-configuration/lib/add-files.ts
@@ -28,7 +28,7 @@ export async function addFiles(
   const actualBundler =
     options.buildTarget !== undefined && options.bundler
       ? options.bundler
-      : await getBundlerFromTarget(found, tree);
+      : await getBundlerFromTarget(tree, found, projectConfig);
 
   if (options.bundler && options.bundler !== actualBundler) {
     logger.warn(
diff --git a/packages/react/src/rules/update-module-federation-project.ts b/packages/react/src/rules/update-module-federation-project.ts
index 02c4c787dec509..bfb75cae603658 100644
--- a/packages/react/src/rules/update-module-federation-project.ts
+++ b/packages/react/src/rules/update-module-federation-project.ts
@@ -57,7 +57,7 @@ export function updateModuleFederationProject(
     executor: '@nx/web:file-server',
     defaultConfiguration: 'production',
     options: {
-      buildTarget: `${options.projectName}:build`,
+      buildTarget: 'build',
       watch: false,
       port: options.devServerPort,
     },
diff --git a/packages/react/src/utils/ct-utils.ts b/packages/react/src/utils/ct-utils.ts
index 6c244a5da26dfb..a626dd47f3c94d 100644
--- a/packages/react/src/utils/ct-utils.ts
+++ b/packages/react/src/utils/ct-utils.ts
@@ -1,6 +1,7 @@
 import {
   createProjectGraphAsync,
   parseTargetString,
+  ProjectConfiguration,
   readProjectConfiguration,
   Tree,
   updateProjectConfiguration,
@@ -58,8 +59,9 @@ function assertValidConfig(config: unknown) {
 }
 
 export async function getBundlerFromTarget(
+  tree: Tree,
   found: FoundTarget,
-  tree: Tree
+  projectConfig: ProjectConfiguration
 ): Promise<'vite' | 'webpack'> {
   if (found.target && found.config?.executor) {
     return found.config.executor === '@nrwl/vite:build' ||
@@ -68,11 +70,22 @@ export async function getBundlerFromTarget(
       : 'webpack';
   }
 
-  const { target, project } = parseTargetString(
-    found.target,
-    await createProjectGraphAsync()
-  );
-  const projectConfig = readProjectConfiguration(tree, project);
+  const graph = await createProjectGraphAsync();
+  const { target, project } = (() => {
+    try {
+      return parseTargetString(found.target, graph);
+    } catch {
+      return parseTargetString(
+        [projectConfig.name, found.target].join(':'),
+        graph
+      );
+    }
+  })();
+
+  if (project !== projectConfig.name) {
+    projectConfig = readProjectConfiguration(tree, project);
+  }
+
   const executor = projectConfig?.targets?.[target]?.executor;
   return executor === '@nrwl/vite:build' || executor === '@nx/vite:build'
     ? 'vite'
diff --git a/packages/vite/src/utils/generator-utils.ts b/packages/vite/src/utils/generator-utils.ts
index 97ce1e716625fb..cd2a5890374caa 100644
--- a/packages/vite/src/utils/generator-utils.ts
+++ b/packages/vite/src/utils/generator-utils.ts
@@ -256,7 +256,7 @@ export function addOrChangeServeTarget(
   if (project.targets[target]) {
     const serveTarget = project.targets[target];
     const serveOptions: ViteDevServerExecutorOptions = {
-      buildTarget: `${options.project}:build`,
+      buildTarget: `build`,
       https: project.targets[target].options?.https,
       hmr: project.targets[target].options?.hmr,
       open: project.targets[target].options?.open,
@@ -271,15 +271,15 @@ export function addOrChangeServeTarget(
       executor: '@nx/vite:dev-server',
       defaultConfiguration: 'development',
       options: {
-        buildTarget: `${options.project}:build`,
+        buildTarget: `build`,
       },
       configurations: {
         development: {
-          buildTarget: `${options.project}:build:development`,
+          buildTarget: `build:development`,
           hmr: true,
         },
         production: {
-          buildTarget: `${options.project}:build:production`,
+          buildTarget: `build:production`,
           hmr: false,
         },
       },
@@ -305,7 +305,7 @@ export function addPreviewTarget(
   const project = readProjectConfiguration(tree, options.project);
 
   const previewOptions: VitePreviewServerExecutorOptions = {
-    buildTarget: `${options.project}:build`,
+    buildTarget: `build`,
   };
 
   project.targets ??= {};
@@ -327,10 +327,10 @@ export function addPreviewTarget(
     options: previewOptions,
     configurations: {
       development: {
-        buildTarget: `${options.project}:build:development`,
+        buildTarget: `build:development`,
       },
       production: {
-        buildTarget: `${options.project}:build:production`,
+        buildTarget: `build:production`,
       },
     },
   };
diff --git a/packages/vue/src/generators/application/__snapshots__/application.spec.ts.snap b/packages/vue/src/generators/application/__snapshots__/application.spec.ts.snap
index 2e704767b777ff..e5c16b33b91c7d 100644
--- a/packages/vue/src/generators/application/__snapshots__/application.spec.ts.snap
+++ b/packages/vue/src/generators/application/__snapshots__/application.spec.ts.snap
@@ -112,15 +112,15 @@ exports[`application generator should set up project correctly with given option
       "executor": "@nx/vite:dev-server",
       "defaultConfiguration": "development",
       "options": {
-        "buildTarget": "test:build"
+        "buildTarget": "build"
       },
       "configurations": {
         "development": {
-          "buildTarget": "test:build:development",
+          "buildTarget": "build:development",
           "hmr": true
         },
         "production": {
-          "buildTarget": "test:build:production",
+          "buildTarget": "build:production",
           "hmr": false
         }
       }
@@ -129,14 +129,14 @@ exports[`application generator should set up project correctly with given option
       "executor": "@nx/vite:preview-server",
       "defaultConfiguration": "development",
       "options": {
-        "buildTarget": "test:build"
+        "buildTarget": "build"
       },
       "configurations": {
         "development": {
-          "buildTarget": "test:build:development"
+          "buildTarget": "build:development"
         },
         "production": {
-          "buildTarget": "test:build:production"
+          "buildTarget": "build:production"
         }
       }
     },
@@ -151,7 +151,7 @@ exports[`application generator should set up project correctly with given option
     "serve-static": {
       "executor": "@nx/web:file-server",
       "options": {
-        "buildTarget": "test:build"
+        "buildTarget": "build"
       }
     }
   }
diff --git a/packages/web/src/executors/file-server/file-server.impl.ts b/packages/web/src/executors/file-server/file-server.impl.ts
index 5230559e47ae81..0e92f32b053d22 100644
--- a/packages/web/src/executors/file-server/file-server.impl.ts
+++ b/packages/web/src/executors/file-server/file-server.impl.ts
@@ -111,7 +111,7 @@ function createFileWatcher(
 
 export function normalizeOptions(options: Schema, context: ExecutorContext) {
   const result = { ...options };
-  
+
   // Normalizes build target to be project:target:configuration,
   // while keeping support for just `target` or `target:configuration`
   if (result.buildTarget) {
diff --git a/packages/web/src/generators/application/application.spec.ts b/packages/web/src/generators/application/application.spec.ts
index 3f89a33c022d38..4652e0a43da2e7 100644
--- a/packages/web/src/generators/application/application.spec.ts
+++ b/packages/web/src/generators/application/application.spec.ts
@@ -393,10 +393,10 @@ describe('app', () => {
     const targets = readProjectConfiguration(tree, 'my-app').targets;
     expect(targets.serve.executor).toEqual('@nx/webpack:dev-server');
     expect(targets.serve.options).toEqual({
-      buildTarget: 'my-app:build',
+      buildTarget: 'build',
     });
     expect(targets.serve.configurations.production).toEqual({
-      buildTarget: 'my-app:build:production',
+      buildTarget: 'build:production',
     });
   });
 
@@ -425,10 +425,10 @@ describe('app', () => {
     const targets = readProjectConfiguration(tree, 'my-app').targets;
     expect(targets.serve.executor).toEqual('@nx/vite:dev-server');
     expect(targets.serve.options).toEqual({
-      buildTarget: 'my-app:build',
+      buildTarget: 'build',
     });
     expect(targets.serve.configurations.production).toEqual({
-      buildTarget: 'my-app:build:production',
+      buildTarget: 'build:production',
       hmr: false,
     });
   });
@@ -654,7 +654,7 @@ describe('app', () => {
       expect(targetConfig.build.executor).toEqual('@nx/vite:build');
       expect(targetConfig.serve.executor).toEqual('@nx/vite:dev-server');
       expect(targetConfig.serve.options).toEqual({
-        buildTarget: 'my-app:build',
+        buildTarget: 'build',
       });
     });
     it('should add dependencies in package.json', () => {
diff --git a/packages/web/src/generators/static-serve/static-serve-configuration.spec.ts b/packages/web/src/generators/static-serve/static-serve-configuration.spec.ts
index 11cfc7a3ec9950..dd6e1447cfa33a 100644
--- a/packages/web/src/generators/static-serve/static-serve-configuration.spec.ts
+++ b/packages/web/src/generators/static-serve/static-serve-configuration.spec.ts
@@ -27,7 +27,7 @@ describe('Static serve configuration generator', () => {
       {
         "executor": "@nx/web:file-server",
         "options": {
-          "buildTarget": "react-app:build",
+          "buildTarget": "build",
         },
       }
     `);
@@ -41,7 +41,7 @@ describe('Static serve configuration generator', () => {
       {
         "executor": "@nx/web:file-server",
         "options": {
-          "buildTarget": "angular-app:build",
+          "buildTarget": "build",
         },
       }
     `);
@@ -54,7 +54,7 @@ describe('Static serve configuration generator', () => {
       {
         "executor": "@nx/web:file-server",
         "options": {
-          "buildTarget": "storybook:build-storybook",
+          "buildTarget": "build-storybook",
           "staticFilePath": "dist/storybook/storybook",
         },
       }
@@ -74,7 +74,7 @@ describe('Static serve configuration generator', () => {
       {
         "executor": "@nx/web:file-server",
         "options": {
-          "buildTarget": "react-app:build",
+          "buildTarget": "build",
         },
       }
     `);
@@ -99,7 +99,7 @@ describe('Static serve configuration generator', () => {
       {
         "executor": "@nx/web:file-server",
         "options": {
-          "buildTarget": "angular-app:build",
+          "buildTarget": "build",
           "staticFilePath": "dist/angular-app",
         },
       }
diff --git a/packages/web/src/generators/static-serve/static-serve-configuration.ts b/packages/web/src/generators/static-serve/static-serve-configuration.ts
index 4d2e89efb479da..8a783c138680ce 100644
--- a/packages/web/src/generators/static-serve/static-serve-configuration.ts
+++ b/packages/web/src/generators/static-serve/static-serve-configuration.ts
@@ -32,22 +32,25 @@ function normalizeOptions(
   tree: Tree,
   options: WebStaticServeSchema
 ): NormalizedWebStaticServeSchema {
-  const target = parseTargetString(options.buildTarget);
+  const { project, target, configuration } = parseTargetString(
+    options.buildTarget
+  );
   const opts: NormalizedWebStaticServeSchema = {
     ...options,
     targetName: options.targetName || 'serve-static',
-    projectName: target.project,
+    projectName: project,
+    buildTarget: [target, ...(configuration ? [configuration] : [])].join(':'),
   };
 
-  const projectConfig = readProjectConfiguration(tree, target.project);
-  const buildTargetConfig = projectConfig?.targets?.[target.target];
+  const projectConfig = readProjectConfiguration(tree, project);
+  const buildTargetConfig = projectConfig?.targets?.[target];
   if (!buildTargetConfig) {
     throw new Error(stripIndents`Unable to read the target configuration for the provided build target, ${opts.buildTarget}
 Are you sure this target exists?`);
   }
 
   if (projectConfig.targets[opts.targetName]) {
-    throw new Error(stripIndents`Project ${target.project} already has a '${opts.targetName}' target configured.
+    throw new Error(stripIndents`Project ${project} already has a '${opts.targetName}' target configured.
 Either rename or remove the existing '${opts.targetName}' target and try again.
 Optionally, you can provide a different name with the --target-name option other than '${opts.targetName}'`);
   }
@@ -77,7 +80,7 @@ Optionally, you can provide a different name with the --target-name option other
     opts.outputPath = buildTargetConfig.options?.outputDir || maybeOutputValue;
     if (opts.outputPath) {
       logger.warn(`Automatically detected the output path to be ${opts.outputPath}.
-If this is incorrect, the update the staticFilePath option in the ${target.project}:${opts.targetName} target configuration`);
+If this is incorrect, the update the staticFilePath option in the ${project}:${opts.targetName} target configuration`);
     } else {
       logger.warn(
         stripIndents`${opts.buildTarget} did not have an outputPath property set and --output-path was not provided.
diff --git a/packages/webpack/src/generators/configuration/configuration.spec.ts b/packages/webpack/src/generators/configuration/configuration.spec.ts
index 0430b754cd35f9..6639a0f50ad135 100644
--- a/packages/webpack/src/generators/configuration/configuration.spec.ts
+++ b/packages/webpack/src/generators/configuration/configuration.spec.ts
@@ -90,11 +90,11 @@ describe('webpackProject', () => {
       serve: {
         executor: '@nx/webpack:dev-server',
         options: {
-          buildTarget: 'mypkg:build',
+          buildTarget: 'build',
         },
         configurations: {
           production: {
-            buildTarget: `mypkg:build:production`,
+            buildTarget: `build:production`,
           },
         },
       },
diff --git a/packages/webpack/src/generators/configuration/configuration.ts b/packages/webpack/src/generators/configuration/configuration.ts
index 4d2a953f955786..a60dab4146331e 100644
--- a/packages/webpack/src/generators/configuration/configuration.ts
+++ b/packages/webpack/src/generators/configuration/configuration.ts
@@ -140,11 +140,11 @@ function addServeTarget(tree: Tree, options: ConfigurationGeneratorSchema) {
       serve: {
         executor: '@nx/webpack:dev-server',
         options: {
-          buildTarget: `${options.project}:build`,
+          buildTarget: `build`,
         },
         configurations: {
           production: {
-            buildTarget: `${options.project}:build:production`,
+            buildTarget: `build:production`,
           },
         },
       },