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B2B2C Continuum | Atlee Valentine Pope's Presentation to the Chicago AMA | May 5, 2011
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B2B2C Continuum: Who is the Customer?
Chicago AMA
American Marketing Association
May 5, 2011
Customer Chain
©2011 Blue Canyon Partners, Inc. 2
Supplier IntermediaryEnd
Customer
Multiplicity: Insights from Later-Stage Customers
©2011 Blue Canyon Partners, Inc. 3
Feed Ingredient Supplier
Dealer/Distributor
Live StockFarmer/
ProducerPacker & Processor
Grocery & Restaurant
Consumer
Interdependence:Insights about Missing or Weak Links
©2011 Blue Canyon Partners, Inc. 4
Auto Parts Supplier
LocalAuto Repair
or DIYChinese
Distributor
Professional Service Center
Vehicle Owner
New Models:Changing Roles in the Customer Chain
©2011 Blue Canyon Partners, Inc. 5
SupplierCampusFacility
Management
UniversityFacilityOwners
Students,Faculty,Parents
Component Supplier
OEM A
End Customer Segment 1
End Customer Segment 2
End Customer Segment 4
Customer Chains in a Changing Environment
©2011 Blue Canyon Partners, Inc. 6
Component Supplier
Component Supplier X
OEM B
OEM C
OEM A
End Customer Segment 1
End Customer Segment 2
End Customer Segment 3
Customer Chains in a Changing Environment
©2011 Blue Canyon Partners, Inc. 7
Component Supplier
Component Supplier X
Component Supplier Y
OEM B
OEM C
OEM B
OEM C
OEM A
Integrator M
End Customer Segment 4
End Customer Segment 3
End Customer Segment 2
End Customer Segment 1
Customer Chains in a Changing Environment
©2011 Blue Canyon Partners, Inc. 8
OEM B
OEM C
Integrator N
End Customer Segment 3
End Customer Segment 2
End Customer Segment 5
Integrator M
End Customer Segment 4
Customer Chains in a Changing Environment
©2011 Blue Canyon Partners, Inc. 9
Component Supplier
Component Supplier X
Component Supplier Y
OEM B
OEM C
OEM A
Integrator M
End Customer Segment 2
End Customer Segment 5
End Customer Segment 3
End Customer Segment 1
Integrator N
End Customer Segment 4
Map of Customer Chains in a Changing Environment
©2011 Blue Canyon Partners, Inc. 10
