16.1 outlines the division between profit and cost. Extend Figure 16.1 to account for the profits and costs of partners and suppliers in a company’s value chain.

16.2 Google, the search engine firm, uses a complex revenue model and a related profit engine. It has a large base of users and advertisers, and works to link its users to retailers. Describe its revenue and profit model. Contrast this with Yahoo’s revenue model. Examining recent quarterly reports will give an indication of the “split” of revenue among business units.