The value grid model proposes a complex framework to analyse and understand value creatingactivities among different actors. This literature review is focusing on explaining the evolutionof the value grid model, thus explaining the following theories: (1) supply chain, (2) valuechain, (3) value system, (4) value network, (5) knowledge value chain, (6) value grid model.By underlining the significant changes in the level of business complexity, the importance forthe value grid model is explained. The model is based upon three dimensions, that when appliedcan enable a company to enhance its performance and leverage its own competitive advantage.

The concept of a value chain has assumed a dominant position in the strategic analysis of industries. However, the concept of linear value chain has recently become unsuitable as a tool to analyze some industries and to uncover many sources of value. The value grid approach allows firms to identify opportunities and threats in a more explicit way than with the traditional value chain model. Until now, there are still not many researchers working on the concept of value grid. Therefore, the purpose of this research is to exemplify the value grid model in airline industry with a case study of Scandinavian Airlines (SAS) and to illustrate its application, the provision of airline industry and content is explored to identify potential strategic implications for Scandinavian Airlines (SAS).

In the last twenty years, Google had a tremendous growth, from a small project of two PhD students to one of the most valuable companies on the globe. This growth is characterised by the versatile of the company, next to its search engine, Google explored many different value chains along the way. In this study, the value grid model is used to examine their movements. It can be stated that Google used, and uses, the paths/dimension as implied by Pil and Holweg (2006) to explore new opportunity and demand. The main reason why Google is able to do so is because of its board and management, who are innovative, and open-minded. Next to the top management is the appearance of Google in many different sectors and value chains a reason of their growth. The variety in businesses allows them to create a “Google experience”, and thus a competitive advantage in comparison with their main competitors who do not have this ability.