• Foam

• Head rests

Co-created by Daniël J.E. Giesen

• Electrical wiring

CACIA• Engine components

• Gear boxes

• Tyres

• Rear view mirrors

• Front and rear lamps• Seats

• Foams

• Metal structures

• Bumpers

• Front and rear ends

• Fuel tank straps

• Dashboard

• Consoles

• Wheel arch liners

• Exhaust

• Suspension parts

Consumer Brand Suppliers

Suppliers

Suppliers

Brand

N.B. The Audi brand is used as an random example for this story. The authors don’t want to make any statement with respect to this brand at all and any other car brand could have been used as well.

Co

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ect

Bra

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Co

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ity

Becomea nodal firm

Raised brand awareness

Connected to consumer

9 months6 months3 monthsTime

Bra

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leva

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Audi accelerates you, Starfire stops you.

What we’ve noticed Consumers have become prosumers

Jaco van Zijll LanghoutBusiness Innovation ConsultantCapgemini Consulting

Companies struggle with Their position in the value chain

Our approach Shaking Up the Value Chain

Read the full story in Shaking Up the Value ChainImprove brand relevancy in consumer markets.

Capgemini, the Netherlands. July ‘08.

Eric BunBusiness Innovation ConsultantCapgemini Consulting