(i)
Value chain de-construction means
identifying the elements of the value
chain, for example as in Porter (1985)
who distinguishes nine value chain elements.
Namely, as primary elements
inbound logistics, operations, outbound
logistics, marketing & sales,
service; and as support activities technology
development, procurement,
human resource management, corporate
infrastructure;
(ii) Interaction patterns, which can be 1to-
1, 1-to-many, many-to-1, manyto-
many. In this context ‘1-to-1’ is to
be understood in as enumerating the
number of parties involved rather than
in the ‘one-to-one marketing’ sense.
It is also understood that ‘many’
means that information from several
actors is being combined.