Northern Exposure, Inc., produces a full line of winter outerwear, which it markets directly to customers over the internet. Until recently, its web-based advertising has been produced by Andrews Images. In the hope of capturing a larger share of its value chain's profits, Northern Exposure has decided to construct its own photographic studio and digital processing facility to produce and distribute its web-based marketing materials. This expanded scope of its business illustrates the strategic use of:

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The Answer of Northern Exposure, Inc., produces a full line of winter outerwear, which it markets directly to customers over the internet. Until recently, its web-based advertising has been produced by Andrews Images. In the hope of capturing a larger share of its value chain's profits, Northern Exposure has decided to construct its own photographic studio and digital processing facility to produce and distribute its web-based marketing materials. This expanded scope of its business illustrates the strategic use of: