The paper introduced the FVCA as a tool for supply chain effectiveness and efficiency improvements. Specifically, this paper proposes a systematic way of linking the supply chain improvement opportunities into the VoC (Figure 3). A similar, if more detailed, approach is proposed by Hine set al.(1998). It is recommended that further effectiveness tools and techniques should be developed in the supply chain management arena. Tools and techniques can be borrowed from the marketing stream to analyze and characterize the constituents of the consumer value (Khalifa, 2004). It is imperative for the future industry to reconnect every activity along the supply chain back to the consumer value and to find ways for enhancing value at every stage of the supply chain.