The consumer product market is defined by increasing complexity and consumer needs change. To achieve breakthrough performance in an ever demanding market, CPG manufacturers and retailers must radically restructure the current supply chain paradigm to unlock massive synergies currently trapped within their respective supply chains. Based on our work with industry leaders and research from other industries, we present two future state models for cross manufacturer-retailer value chain integration. "Disruptive value chain integration" can unlock $500B in synergy benefits for the NA consumer d retail market and will define the future frontier for breakthrough performance.
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