The second key question is “how can we integrate customer and consumer value”? As discussed, these are critical drivers of behaviour in the chain and unless activities which create shared value also contribute to consumer and customer value, then chains will revert to supply chain thinking, and the potential for shared value will not extend beyond identifying opportunities for more efficient resource use within firms (King and Menox, 2001; Winston, 2009). Rather, improvement projects emerging from a VCA will need to satisfy the needs of consumers and customers, while also creating value to wider society.