Keywords
value genome
brand equity
operational strategy
cross-functional alignment
value proposition
How to Cite
Abstract
The "Shein vs. Uniqlo" paradox—dominance through diametrically opposed value propositions—demonstrates that competitive advantage is engineered rather than discovered. However, this architecture collapses when a chasm persists between marketing brand promises and the supply chain’s operational delivery. This study introduces the "Value Genome," a novel framework that conceptualizes core values—such as radical speed or circular sustainability—as a codified blueprint co-authored by marketing and supply chain leadership. A mixed-methods investigation, including case studies of Patagonia and Zara, reveals that firms exhibiting high "genomic coherence" achieve significantly stronger brand loyalty and operational stability. The findings culminate in a prescriptive model for genome engineering built on three pillars: a Shared Value Lexicon, Integrated Planning Rituals, and Co-Owned Performance Metrics. This framework provides a definitive pathway to transform the supply chain from a cost center into a strategically resonant embodiment of the brand.
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