:Bridge the interface barriers between customer & manufacturer and between manufacturer & supplier. Value Analysis/Value Engineering (VA/VE) provides a common measure and a method to tie customer value to product design, manufacturer processes and supplier processes. This approach fine tunes the entire value-adding chain to deliver superior customer value and minimize costs.This paper shows how to: Use Customer Value Analysis to develop a value based competitive strategy. Use VA/VE to align products, services and processes to fulfill that strategy. Use joint manufacturer & supplier VA/VE to integrate supplier processing with product design and competitive strategy. The paper concludes with a case example.