1. Value-Chain Analysis and Customer Needs
One of the most complex value chains today can be found in the oil industry (see Exhibit 1). This chain has nearly 30 significant elements, starting with the search for oil (at the upstream end) and including field production, transportation (pipelines and supertankers), refining and processing and, lastly, consumer gas stations (at the ˜ ˜downstream'' end). Internally, the oil-industry value chain processes a broad range of products, including such major categories as oil/lubricants, gasoline, petrochemicals (plastics), fertilizers/pesticides, natural gas, power generat...
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