When using the value chain as a framework, it’s important to remember that all the activities in the chain are linked and interdependent. Positioning choices determine not only what to do and how to do it, but also how everything fits together. While operational effectiveness is about achieving excellence in each activity, strategy is about combining activities.

Why fit matters

You can enhance uniqueness and amplify trade-offs when activities combine to reinforce your strategic position. If you make premium technology products, like Apple, you become even more distinctive when you offer a sophisticated sales force and a marketing approach that emphasizes specialized customer assistance and support.