The value chain

Value chain

Value chain

Creating a differential advantage

Differentialadvantage

Product

PromotionDistribution

Price

Singapore Airlines

Singapore Airlines differentiates by

offering exceptional value

iPhone Apps

The iPhone differentiates

by offering more and better

apps.

Bang & Olufsen

Bang & Olufsen's stylish audio and television equipment.

Cost driversEconomies of scale

Capacity utilisation

Interrelationships

Timing

Location

Institutional factors

Learning

Linkages

Integration

Policy decisions

Costs