text: VCOR, the Value Chain Operations Reference model, helped ATI Technologies hit the ground running. VCOR successfully and quickly modeled processes to achieve consensus on current business practices, to perform cycle-time analyses, and to design a reliable metrics system for continuous improvement in New Product Introduction (NPI). ATI is a leading fabless semiconductor company with market leadership in graphics and media processing. The reference model normalized semantics and supported an integrated solution. The tool used, ValueScape, helped to maximize the business process information collected to organize and analyze the information more efficiently. Establishing a common metric system was absolutely critical to continuing ATI's business process improvement.