The larger context of the Value Delivery Chain - However, many businesses are links in a chain of suppliers and customers. Value Delivery shows managers how to understand and creatively manage this chain, not as the product/service make-sell process depicted by the popular frameworks of supply chain and value chain. Rather, Value Delivery enlightens managers to see a Value Delivery Chain: a symbiotic group of relationships focused on delivering complementary and integrated Value Propositions across that whole chain.

Managers thereby frequently realize the awesome power of delivering propositions to the primary entities, the most crucial customers, such as end-users, who are often more distant than the more immediate customers on whom many businesses focus too exclusively. At the same time, superior supporting Value Propositions must be delivered, in complementary fashion, to these more immediate, intermediary customers.

This perspective can provide a strategically focused guide to the creative redesign of entire Value Delivery Chains. DPV is therefore highly relevant to fundamental market strategy, as well as supply chain management. It also applies to any manager trying to grapple coherently, and not just reactively, with the internet phenomenon impacting many markets, and confusing managers, throughout the world today.