Chapter 1: The rise of global value chains
A new business model
Global value chains: An important part of today's global business environment
Today, Canada's business environment is a global business environment. Canadian businesses are being forced to adapt to the ever-increasing pace, scale, and complexity of globalization. Reductions in communication and transportation costs and the emergence of new technologies have enabled firms of all sizes, from anywhere in the world, to market products and services internationally. This has increased both the scope and scale of competition. Adjusting to this new international marketplace requires that businesses change the way they are organized and operate. The adoption of the global value chain business model opens up numerous new options for firms on the path to greater success.
What are global value chains?
I. Value chains
A value chain includes every step a business takes to produce a product or service and deliver it to the customer from its conception to its end use and beyond. This includes activities such as research and design, production, marketing, distribution, and support to the final consumer. As you can see from this graphic "A Simplified Value Chain," all of a firm's individual business processes are represented in the value chain. Research and development, production, distribution, sales and service are all business processes which most firms consider to be integral aspects of their business strategy. Corporate services act as support mechanisms for these core processes.
Although you may recognize these business processes as facets of your own firm, you may never have thought of them as comprising your own value chain. When thinking about your own firm and its value chain, it is useful to think of each business process as a link in the chain which adds value to the entire process, or to the entire value chain.
By managing the chain's activities strategically, a firm can create a competitive advantage for itself. This means ensuring that supply meets projected demand effectively and efficiently, with maximum consumer satisfaction. Productivity, innovation, flexibility and responsiveness to the consumer become critical attributes of the value chain and you must choose the most effective solution for each link in the chain. This may require expanding your vision outside the walls of your firm, morphing your previously domestic/internal value chain into a global value chain.
II. Global value chains
We know that the activities in a value chain can be contained within a single firm and/ or location or divided among different locations and/or firms. When those activities are scattered internationally, a global value chain exists. The next graphic shows how, in a global value chain, the previously internal business processes become fragmented and separable, dividing the production and support processes among many locations and/ or international firms, leveraging each hub's core competencies: firms do only what they do best.
For example, Company X is headquartered in Canada, has its R&D function in the United States, manufactures its goods in China using parts made in India, sells to the European common market, and offers after sales service from Thailand. The firm in each geographic area specializes in one task, performing at a higher level than if one firm were to complete all activities. This is the nature of a true global value chain.
SMEs, regardless of size, can leverage the opportunities presented by global value chains. It may be of a smaller scale, but creating a global value chain can have a positive impact on your business.
Although the term global value chain is relatively new, the idea which it represents is not. For decades, businesses have been internationalizing, looking outside their borders for new markets, new suppliers, and new partner firms who can assist them in doing what they do better. Your business may already be using this strategy but calling it something different: global supply chain management, globalization of business processes or, simply, business development.
Global value chains are frequently mischaracterized as global supply chains. Although global supply chains are an important element of global value chains, they are not one and the same. Global value chains include supply chains as well as every other facet of running a business, creating a two way flow of information. Customer demand factors significantly higher in a global value chain, with the chain acting as a mechanism for feeding this information into the product development, production and service lines. The global value chain is a two way street transporting both information and things.
So what?
The challenge for Canadian SMEs operating in the international arena is one of limited resources, whether of capital, experience or knowledge. The global value chain business model helps firms to organize operations in innovative ways which deliver greater value to their customers through reduced costs and increased product and service quality. By focusing on what they do best, and using strategic relationships with other partner firms to fill in the gaps, these companies are able to strengthen their competitive advantage in ways which would not have otherwise been possible.