The text discusses Michael Porter's model of the value chain as a way for organizations to identify points where information technology can be used to create competitive advantage. In the video "How data will transform business", Philip Evans talks about how rapid advances in communications and information technologies are affecting the traditional value chain. What is it that holds value chains together? Explain how rapid advances in communications and information technologies can change the traditional structure of organizations. Philip Evans talks about fragmentation and colossal sharing in the modern value chain. Describe fragmentation and give an example. Describe colossal sharing and give an example.