Companies like Dell in personal computers and Ducati in motorcycles pursue close coordination and collaboration with their channel suppliers in order to Multiple Choice enhance differentiation throughout the value chain system to better address customer needs. retrain managers to improve their skills, expertise, and knowledge. replace outdated production capacity to better address customer needs. coordinate with channel allies on premium pricing to support consumer desires for status, image, prestige, upscale fashion, superior craftsmanship, and the finer things in life. achieve economies of scale throughout the value chain system