Within the context of value chain network theory what is it that Brambles are attempting to achieve? What are the net benefits for Brambles’ customers?

Question: Within the context of value chain network theory what is it that Brambles are attempting to achieve? What are the net benefits for Brambles’ customers?
Introduction
This would allow an integration of the firm that would enable it to improve its primary as well as secondary activities that would enable it to move up in the value chain.

In case of mergers and acquisitions the primary aspect with regards to value chain management involves an integration of two different value chains i.e., one of the acquirer and the other of the acquired company.

There needs to be certain changes in the value chain that could help in undertaking an overall improvement in the value chain of the organization (Ray, 2010, p.46).

In case of Bramble the primary motive behind the acquisition of CAPS is to undertake and utilise the primary and secondary aspects of CAPS’s value chain elements to generate an overall improvement in the value chain of Brambles that would enable it to move up in the value chain.

This strategy of the firm is in tune with the popular theoretical belief that every organization has its own sets of key elements that includes internal as well as external factors…………………….