Do value constellations supersede value chains?

Declares that strategy helps firms prepare for the future as it allows managers to identify, and then take, opportunities to add value to their customers. Advocates that the value chain concept is built around the idea that value is added — in sequence — by suppliers along the chain. Suggests however, that a better way to define where value lies is to recognize that it arises in the way the customer uses the offered product or service. Concludes that the fundamental shift in thinking is required to find ways of creating value in a ‘post‐industrial’ economy.