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Overfished Ocean Strategy by Nadya Zhexembayeva

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CHAPTER 4Principle Two: Vertical to Horizontal

AT A GLANCE

WE ARE TAUGHT TO look nearby—to our customers, competition, and suppliers—for sources of unique competitive advantage. Yet in the world of overfished oceans, risks and opportunities are hiding far away from the home grounds—among the suppliers of the suppliers of the suppliers, and customers of customers of customers. Expand your horizons.

We started this journey with a broad, bird’s-eye look at our global economy—the linear throwaway economy, to be precise. Now it’s time to take a much closer look—at each individual strand, each individual industry that plays a role within the complex weave that is our market.

Take your industry, for example. The global value chain of your industry ...

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