Duke alumnus Bryan Dinner ('16) and student Shruti Rao (’18) had the opportunity to apply the Global Value Chain framework as part of a Duke CGGC Bass Connections course. This presentation covers their respective experiences on the North Carolina Competitiveness and Cervical Cancer projects.

1. Bass Connections: Global
Value Chain Research
March 27th, 2017
Bryan Dinner and Shruti Rao

2. Agenda
1:25 – 1:30 Introduction and Bass Connections Overview
1:30 – 1:50 Bass Connections: North Carolina Competitiveness
1:50 – 2:10 Bass Connections: Cervical Cancer
2:00 – 2:10 Program Outcomes
2:10 – 2:15 Questions

3. Introductions
Bryan Dinner, Trinity ’16
Management consulting analyst for Accenture Consulting based out
of Atlanta, GA. He specializes in Intelligent Automation in the
Financial Services sector.
Shruti Rao, Trinity ‘18
Junior Program II Major in “Global Value Chains” also pursuing a
Decision Sciences Certificate. She participated in Bass Connections
her sophomore and junior years.

4. Bass Connections Program
To create a distinctive new model for education, predicated on collaborative and interdisciplinary inquiry,
that actively engages students in the exploration of big, unanswered questions about major societal
challenges
To elevate the importance of exploring societal and cultural challenges by:
• Engaging faculty, undergraduate students, graduate/professional students and trainees in teamwork
• Integrating disciplinary approaches and professional practice
• Applying knowledge, research and skills in problem-solving, with engagement from community
partners

5. North Carolina Competitiveness:
The Workforce Development
Challenge
March 27th, 2017
Bryan Dinner

6. Agenda
1. Research Process Overview
2. Practitioner Research Results
3. Academic Research Results and Findings
4. Program Outcomes

7. Bass Connections and Research Process Overview
• Provide Research and Recommendations to Appalachian Regional Commission
• Write an Academic Journal Article
• Coordinate with
Stakeholders
• Identify Target
Research Areas
• Provide Initial Findings and
Recommendations to
Stakeholders from Research and
Interviews
• Create Website Deliverable
• Develop a Thesis
• Conduct Additional
Interviews
• Research Applicable
Academic Literature
• Write an Academic Journal Article
• Present and Get Peer Feedback
Fall Semester Fall Break Spring Semester Spring Break End of Year
Target
Academic
Research
Practitioner
Execution
Academic
Execution
Scoping

8. Scoping the Project
North Carolina Appalachian Regional Commission
•Federally funded economic development agency
•Projects approved at the NC Governor
•Founded in 1965 to increase job opportunities and per capita
income, strengthen the ability to compete in the global
economy, and develop and improve infrastructure
Issues in NC Appalachia
Lower high school and bachelor graduation rates than the
rest of the state and the country. The region had lower
poverty and unemployment rates than the rest of North
Carolina and the Country in 2000, the exodus of businesses
and employment has reversed that. The biggest difference is
the income disparity. From 1998 to 2014, the US Per Capita
Income grew 61.8% from $23,564 to $38,117, while the
Appalachian Region of North Carolina only grew 28.1% from
$20,337 to $26,046.
Scope of Project
•We selected two industries that were
disproportionately growing in the region to better
understand them.
•The Automotive Industry
•The Beverage Industry

9. Practitioner Research
Activities per phase
• Identify industry leaders and create company profiles
• Organize them GeographicallyIndustry Leaders
Interviews and
Analysis
Global Value Chain
• Create Global Value Chain for different industries
• Map out sub-industries and contractors
wholesalers, suppliers, retailers
• Conduct interviews with subject matter experts
• Analyze census job statistics, using NAICS codes
• Scan newspapers, press releases, and regulations

10. Sub-Industries Automotive
Raw Materials
Components-Sub
Assembly
Assembly Dealers
Repair and
Maintenance
Passenger Vehicles
SUV and Lightweight Manufacturing
Heavy Duty Truck Manufacturing

11. Sub-Industries Beverage
Pre-Production Components Final Production Wholesaler Retail Sales
Soft Drinks
Breweries
Wineries
Distilleries

12. Skilling Up the Workforce
Beverage Industry
Growing education opportunities in both brewing and winery
 Project Skill-Up
 New Brewing Programs
Soft drink education mostly through guilds and national
organizations
Automotive Industry

13. Practitioner Deliverable – Research Findings
Automotive Industry Overview
Passenger Vehicle
3 trends: changing technology, revenue volatility, and regulation and
policy.
SUV and Light Vehicle Manufacturing
Increasing changes towards light technology and changing policy to
promote sustainable practices
Heavy-Duty Truck Manufacturing
Industry growth is expected to grow at an annual rate of 5.3% and
revenue is expected to grow at 3.3% to 14.2 billion dollars.
Automotive Industry NC Appalachian Region
• Establishment Trends
• Employment Trends

14. Practitioner Deliverable – Research Findings
Beverage Industry Overview
Breweries
Change in consumer preferences – Flavor and variety premiumization
Independent Wholesaler Network – Higher distribution limits in N.C.
Wineries
Packaging – Boxed wines and alternative corks
Soft Drink
Healthier and “ready to drink” products
SodaStream, Keurig, Mio, Dasani flavor packets
Beverage Industry NC Appalachian Region
The beverage industry overall lost 362 jobs from 2001-2014.
Loss leaders were the bottled water and soft drink segments
Sources of growth were wineries, adding 422 jobs, and breweries,
adding 367 jobs, specifically driven by small craft brewers.
Establishments, similar to the rest of the country, increased because of
the rise of small craft breweries.
Wages increased in every part of the industry, although less
prominently in the wholesale segment of the value chain.

15. Practitioner Deliverable - Website
Website Content
1. Global Value Chain
2. Industry Trends and History
3. Workforce Development
4. Company Profiles
Website Features and Characteristics
Features
•Google Motion Chart
•Tableau Graphs
•Interactive Timeline
•Slideshow Images
•Comments and Social Media Sharing
Characteristics
•Sleek and Simple
•Intuitive User Experience
(UX)
•Interactive User Content

16. Practitioner
Recommendations
for the Beverage
Industry
1. The ARC should focus on
supporting rural start-up craft
breweries and facilitating access to
the Asheville market
2. The ARC should further examine
California’s marketing campaign for
its wineries for potential imitation
3. The soft drink industry is a prevalent
but shrinking part of the ARC
domain, and they are low value add
that should not be focused on

17. Academic Research
Activities per phase
• Familiarization with Academic Writing
• Selecting a Specific Type of Academic Writing
• Setting a Timeline for Writing the Paper
Introduction to
Academic Writing
Thesis Writing
Developing a
Thesis
• Reading and Finding a Gap in the Academic Literature
• Developing a Thesis to Fill that Gap
• Writing a Literature Review, Background, Methodology, Results, Analysis, Abstract and Bibliography Sections
• Getting Papers Reviewed by Our Peers and Rewriting Those Sections
• Selecting and Submitting to a Journal

18. Abstract
“Rural regions of the U.S. continue to face the challenge of ‘hollowing out’ (Kotabe
1989) as economic globalization has reduced employment in traditional… Overall,
the analysis of industry governance structures, value chain components, and
market trends explained past performances and identified core competencies.
However, the study found that there more limited tools available to
underdeveloped regions in developed countries than those in developing
countries. These findings suggest that the Global Value Chain framework can be
applied to economic development policies in the rural United States to find
possible areas for region-specific competitive advantages and lead to upgrading.”

19. Program Outcomes
Presentations Technical Skills Educational Benefits Post-Duke Benefits
• Appalachian Regional
Commission
• Duke Faculty
• Duke TedX Talk
• Presentation to North
Carolina
Congressional
Delegations
• Excel
• Statistical Analysis
• PowerPoint
• Data Visualization
• Technical Research
• Technical Academic
Writing
• Website Design
• Project Management
• Interview and
Workshop Skills
• Academic Journal
Exposure
• Real World
Application of
Classroom Learning
• Small-Group Project
• One-on-One
Relationships with
World-Class Faculty
• Material for Internship
and Full-Time
Interviews
• Applicable Real World
Skills
• Material, Experiences,
and Relationships for
applying to Graduate
School

20. Questions?

21. Thank You!

22. Appendix

23. 1.The NC Appalachian Economy

24. 2. Case Study Methods

25. 3. Global Value Chains

26. 4. Case Study Findings

27. The Beverage Industry in
North Carolina
Team BakingDinner: Laura Baker and Bryan Dinner

28. Website
Sleek & simple design
Wanted to control the user’s experience

29. Content
We broke our website into 4 categories
Global Value Chain
Industry Trends and History
Workforce Development
Company Profiles

30. Global Value Chain
Broke down Beverage industry into 5
different sub industries
Brewing, Wineries, and Soft Drink were
the most influential in North Carolina
Analyzed each subcategory with
reference to establishment,
employees and wages
Source: IBIS

31. Industry Trends & History
This is the bulk of our data analysis
We created a google Motion Chart that encompasses all of our
data and allows us to change a variety of variables.

32. Employment, Establishment & Wages

33. Key Takeaways
When looking at the trends within the beverage industry in the Appalachian Region, it
is important to segment the industry by beverage type and by value chain segment.
The beverage industry overall lost 362 jobs from 2001-2014.
Loss leaders were the bottled water and soft drink segments of the industry
Sources of growth were wineries, adding 422 jobs, and breweries, adding 367 jobs,
specifically driven by small craft brewers.
Establishments, similar to the rest of the country, increased because of the rise of
small craft breweries.
Wages increased in every part of the industry, although less prominently in the
wholesale segment of the value chain.

34. Technology and Consumer Preference
DevelopmentsBreweries
Change in consumer preferences
Premiumization of flavor and variety
Independent Wholesaler
Higher distribution limits in N.C.
Wineries
Packaging
Boxed wines & alternative corks
Soft Drink
Healthier and “ready to drink” products
SodaStream, Keurig
Mio, Dasani flavor packets

35. Workforce Development
Looked at this from the perspective of breweries, vineyards and soft drink
manufacturers
Growing education opportunities in both brewing and winery
 Project skill-up
 New brewing programs
Soft drink education mostly through guilds and national organizations

36. Company Profiles
Looked at 5 companies
Tried to get from different industries
​Had the top company for breweries, vineyards and soft drinks
Breweries
 National and local breweries
Vineyards
 Biltmore Estate
Soft Drink manufacturers
 Pepsi and Coca-cola

37. Website Features
Used a variety of interactive features
Google FusionMaps
LucidChart
Google Motion Graph
TimelineJS

38. Conclusion
Biggest story in craft brewing
The largest growth and potential for growth
Soft Drink industry still very prevalent in N.C. and ARC region but not as much
potential for growth
Wine Industry also has potential for growth, but return comes at a much slower
rate

39. Goals for next semester
Develop distilleries and bottled water industry
Explore ABC liquor and Cheerwine stories
Analyze Coke vs. Pepsi
Find a better platform for our information?