Arzum was quick to notice the changes in global trends in the late 1990s and started collaborating with various manufacturers and designers around the world, gaining an important competitive advantage.  

Murat Kolbaşı explains how they put the "value chain" into practice for Arzum, with real life examples and experience.

In the last 10 minutes of the Q&A session, Porter’s famous "value chain" concept is addressed through the Arzum example.