"We couldn't just sell product -- we had to actually get involved in the value chain downstream, " he says.

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Over the long term, he wants to get more out of the company's existing value chain.

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As a result, Chopra was able to transition successfully to the CIO-plus role, and to garner tremendous value at the nexus between IT and supply chain, as he highlights in my interview below.

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For Song to fulfill his dream, he must overcome the same challenge that faces all Asian contract manufacturers aiming to move up the value chain.

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He posits that the heart of good strategy is finding unique ways to serve your customers, everywhere along the value chain.

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