1. Identify the players and their roles

The first step is to identify the various links in the value chain made up of service users, and their interest in the chain's performance. Each link in the value chain is examined in terms of the benefits it derives from its participation in and/or contribution to the development of the value chain.

Soccer, for example

A few decades ago, soccer fans paid for their seats, the club's sole source of revenue. Shirts bore their town's coat of arms. Radio and TV stations kept their listeners informed without any constraints. Today, in addition to fans, a new category has emerged: television viewers, who sometimes pay a high subscription fee to watch matches live. Shirts are covered with brand names, and radio and TV stations pay a high price for rights to broadcast matches live or on a deferred and continuous basis. Revenue...

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Identify the players and their roles