9. GENERIC VALUE CHAIN Adapted from the model by Porter in Competitive advantage: Creating and Sustaining Superior Performance (1985) as cited by Kotler (2000) in Marketing Management, p44. Firm Infrastructure Books Databases Information products Journals Customised/coherent information environment Access delivery modes Human Resource Management Technology Development Procurement Margin Margin Support activities Functional/Primary Activities Inbound logistics Marketing and sales Service Outbound logistics Operations/production