The Global Networked Value Circle


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The Global Networked Value Circle: A Best-in-Class Model for Manufacturing

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The Global Networked Value Circle

  1. 1. Best-in-ClassThe Global Networked Value Circle: A New Model for M A N U FAC T U R I NG
  2. 2. CONTENTS 4 Introduction 6 Executive Summary 8 The Value Chain 9 Research Design 10 Product Design and Innovation 14 Manufacturing 18 Supply Chain Management 22 Marketing, Sales and Service 26 Support Functions 30 Conclusions, Implications and Lessons 36 Credits and Contacts 38 Appendix A: Research Design 39 Appendix B: References© 2009 Capgemini. All Rights Reserved. No part of this document may be modified, deleted or expanded by any processor means without prior written permission from Capgemini Rightshore® is a trademark belonging to Capgemini.
  3. 3. Simon Harris Floyd DCostaBrad Mackay Victoria Eavenson
  4. 4. Introduction4
  5. 5. Reaction to the broadening global economic crisis has hit much ofthe manufacturing world hard. Reduced consumer demand has led toswift production cuts at factories in many markets, while the creditcrunch has prompted some companies to hoard cash.Factories in the world’s largest economy are producing fewer goodsthan they have in nearly three decades, hit hard by the spreadingglobal recession. A report by the Institute for Supply Management,a private research group, finds that manufacturing activity in theUnited States has fallen to levels not seen since 1980, while priceshave sunk to their lowest levels since 1949. This comes after a seriesof reports showing similar cutbacks in emerging markets, like Chinaand India. A recent Purchasing Managers’ Index says that China ison the verge of ‘a technical recession’, after its manufacturing activityfell for a fifth straight month in December 2008. At the same time,factories in India, Asia’s third largest economy, are also shedding jobs,prompting India’s central bank to slash key interest rates.As companies face shrinking consumption (also called deflation),slowing production and declining prices, they will need to assesstheir entire value chain as they look for ways to keep costs low andimprove efficiencies while continuing to innovate.To help address this challenge, this report reflects fresh researchundertaken by Capgemini in collaboration with the University ofEdinburgh into the ‘Best-in-Class Global Manufacturing Value Chain’.The specific objectives were to: Identify the key components of the global manufacturing valueƒƒ chain in the world now, and see if the shape, nature and content of the value chain need to be changed or adapted if it is going to be used as a management tool for assessing or benchmarking capabilities. Identify the lessons of experience of some top-performingƒƒ companies in different manufacturing industries concerning how they effectively manage different elements of their ‘best-in-class’ global value chains. Derive benchmarks for good practice within different elements ofƒƒ the manufacturing value chains from top-performing companies within different segments of the manufacturing industry.The work undertaken in this study has built on the findings ofthe 2008 report entitled ‘Manufacturing in 2020’ by Capgemini inconjunction with IDG Global Solutions. 5
  6. 6. Executive SummaryNew perspectives on value chains are needed. It is a collaborators and competitors as well as in-houseconcept developed in a different era, an era before the resources), from anywhere across the globe, whiledisaggregation through outsourcing and the globalization concentrating their own research on big projects whereof supply and manufacturing that we witness today. To they have world-class capability.gain these new perspectives, we examined the global ƒƒ manufacturing, we witness a shift from Invalue chains of some leading manufacturers that are manufacturing to manufacturing management. Wheredeeply immersed in these changes. We examined how world-class manufacturing resides at the heart of thethese firms are dealing with or leading these changes, business, perhaps with global competitive locationand we have identified the lessons of their experience. advantage, this is kept in-house. A focus on manufacturing management, however, means that manufacturing is doneThe study found that the value chain idea, with raw by others, anywhere in the world, principally inmaterials being processed through to consumed products, collaborative partnership arrangements where both partiesis no longer relevant. Instead, we find that best-in-class gain through mutual learning and innovation.manufacturers actively manage globally networked valuecircles, with: ƒƒ supply chain management, we witness a shift from In contracts to partnerships. Best-in-class manufacturers leverage their purchasing power in how they outsource Customer relationships leading innovations to generateƒƒ a value circle rather than a linear chain activity where they do not have competitive advantage, and in how they control these suppliers. But they Close collaborative relationships for design, supply andƒƒ exercise that control by developing closer relationships customer satisfaction with fewer suppliers, who are closely monitored. In a Highly complex network relationships with customers,ƒƒ way, this gives both parties competitive advantage. suppliers and competitors worldwide ƒƒ marketing, sales and service, we witness a shift In Value creation reflecting intricate combinations with theƒƒ from relationship management to a perspective of value circles of other manufacturing networks worldwide partnership with customers. Best-in-class Active management involving advanced use of ITƒƒ manufacturers address customers’ needs and problems approaches. by developing closer relationships that enable them to understand and then deliver what they require. This isThis has led us to develop the global networked value circle achieved through location, through deeper collaborationmodel, shown opposite. The best-in-class firms operating with local distributors, and through direct close contactin this environment display three essential abilities: with customers, all of which are facilitated by information technology. This not only improves theƒƒ ability to identify realistically global competencies The customer lifetime experience with the manufacturer, but (and retain only these competencies in-house) also helps drive the product development and innovation process. We find this links the two ends ofƒƒ managerial and IT ability to form, manage and The exploit relationships (despite these becoming more the value chain together. profuse, more global and more complex) ƒƒ support functions, we witness a shift from support In of an internal value chain to the active managementƒƒ foresight to identify relationships that will become The strategic assets (since many are available, but only a few of a value-creating network. Best-in-class will deliver competitive and strategic advantage). manufacturers are outsourcing, globally dispersing, dissolving management in greater and closerThe key findings within the five elements of the value collaborations with suppliers, customers and evencircle that we examined are: competitors. Value creation now requires the creation and productive management of highly complex global networks. Achieving this without loss of control, valueƒƒ product design and innovation, we witness a shift In from doing it, to resourcing it. Best-in-class or margin requires the use of the latest IT approaches. manufacturers have developed new systems involving Indeed, these approaches are not just supporting the dispersed activities to capture and absorb new ideas and new network management approach; by making it innovations from anyone (customers, suppliers, feasible, they are driving it.6
  7. 7. INNOVATION PARTNERSAND NETWORKS SUPPLY CHAIN PARTNERS AND NETWORKS VATION INN O N A N D e s o u r cin g i t MA r SIG i t t o F r o N U FA T D E o in g U C r om d wo m w C T r ld o r F - c ld OD U R l a s s nu f a la s PR IN - c ma G s m a c t u r in nu f a c t u m a n a g eme n t g r in g t o IT-FACILITATED COORDINATION SUPPORT FUNCTIONS: From supporting a F r o m r e l a t i a r t n er s t o c u s t o me M A RK E TI chain to managing a value-creating network NG, onsh rp S A L a nag ip m ip E S em h A N en D t ER NT E S VI CE EM N A G hi p s M A t ner s A IN r SUPP LY CH to pa a ct s F r om c on t r MANUFACTUING PARTNERS AND NETWORKS ThE GlObal NET wOrkEd ValuE CirClE MOdEl 7
  8. 8. The Value Chain Originally developed by Michael Porter in the 1980s, the concept of the value chain has been employed as a valuable management tool for almost a quarter of a century. The global business environment in which firms operate has changed massively since then; the whole nature of the global manufacturing landscape is different. The way firms manage themselves has also changed; the large, centrally planned industrial monoliths, for which the original value chain was geared, have largely disappeared. The value chain used in this report is an adaptation of the one used in the ‘Manufacturing in 2020’ report. It is shown below, and the following pages outline what we found out from leading companies concerning the best-in-class global value chain. We were aware that the way we need to look at the value chain could have changed; the concept itself may no longer be ‘fit for purpose’ as it is currently constructed. Product Design Supply Chain Marketing Sales Manufacturing and Innovation Management and Service Support: Management, IT, etc.8
  9. 9. Research DesignThe best-in-class value chain research initiative draws The details of the research process are outlined inon a wide range of expertise from both Capgemini Appendix A. In sum, eight companies were studiedand the University of Edinburgh Business School. The in depth, two from each of the automotive, consumercollaboration between our two organizations includes electronics, aerospace and general manufacturing sectors.two consultants from Capgemini and two investigators Extensive documentary analysis of data collected fromand four researchers from the University of Edinburgh press releases, media coverage, industry reports, tradeBusiness School. There were four phases in the research journals and academic research, was undertaken. Eightprocess, including two issues workshops, documentary in-depth interviews with industry experts and a furtheranalysis and semi-structured, in-depth single interviews. 135 interviews conducted for the recent ‘Manufacturing in 2020’ report were used to triangulate the findings underpinning this report. 9
  10. 10. Product Design and Innovation N NOVATIO N D I N r cin g i t NA res ou MA SIG g i t t o E in F r o N U FA T D do wo m w C T U C r om r ld o r F - c ld OD U R la s s u f a la s PR IN - c ma n G s m a c t u r in nu f a c t u m a n a g eme n t g r in g t o IT-FACILITATED COORDINATION SUPPORT FUNCTIONS: From supporting a F r o m r e l a t i a r t n er s t o c u s t o me M A RK E TI chain to managing a value-creating network NG, onsh rp SAL ip m ip E S gem a na h A N en D t ER NT E S VI M CE G E ip s A A N sh HAI N M r t ner SUPPLY C ts to pa ac F r om c on t r FrOM dOiNG iT TO r ESOurCiNG iT10
  11. 11. PRoDuCT DeSIgn AnD InnovATIon A New Model for Best-in-Class ManufacturingAll manufacturing value chains start with a system for The potential partners on the collaboration horizon needcapturing ideas and developing them into new products, not be restricted to traditional patterns either. Academics,processes, services or innovations that add value. Our artists, fashion designers, entrepreneurs and evenvalue chain, therefore, starts with product design and competitors, customers and suppliers are all examples ofinnovation. This study uncovered several emerging potential sources of new ideas, technologies and productleading practices for innovation and product design, innovations. While collaborations can focus on bothseveral of which challenge old orthodoxies. product development and basic research, a hallmark of a successful collaboration is the speed by which research isFor instance, companies are finding that a go-it-alone, translated into marketable products.secretive approach to research and development is not aslikely to yield the same results as collaborating openly Best-in-class manufacturers take innovative influenceswith other institutions. Sources for ideas are as global as from all sorts of people. The market for ideas isthe value chains they feed into. Leading companies are becoming increasingly open and unconventional fororganizing research and development (R&D) activities best-in-class manufacturers. Examples include: Philips’around collaborations, centers of excellence and big drive to gain continual feedback on how well it meetsideas. At the same time, companies are seeking to build end-user needs through a people-centric approach inpartnerships with external institutions, and a parallel its experiences research and innovations pipeline; HP’strend is placing more emphasis on competition internally. Idea Lab, which allows outsiders to view early-stage innovations through the web and its partnering withBest-in-class manufacturers tap the world for ideas, fashion designer Vivienne Tam to create accessories andwith R&D in local companies and dispersed labs. packaging for its notebooks; and student competitions.Globalization of industries, businesses and marketsis often discussed, but globalization of ideas is just asimportant. For many firms, the era of the global R&Dcenter or ‘University’ is over. Instead, for industry leaderssuch as ABB, EADS and Philips, R&D is dispersedacross the world in R&D units that can reside within CaSE POiNT: PhiliPSlocal subsidiary companies, partners or joint venturebusinesses, or within dispersed research or developmentunits. Close coordination is then maintained so that thedevelopments and ideas in these centers can quickly At Philips, with cutting-edge products, openbe shared and exploited across the groups’ worldwide innovation has become a method of workingoperations. For example, ABB strikes a balance between because ‘going it alone makes absolutely nostaying close to customers and the technical influences sense’, according to Dr. Rick Herwig, CEO ofdriving innovation by dispersing its R&D in locations Philips Research. ‘We team up with academic andaround the world, including China, India and Singapore, industrial partners who have competencies andgiving it a competitive advantage over rivals with large, interests complementary to our own, join forcescentralized R&D centers. with industry peers on standardization, and create momentum in the future directions of technology. We jointly aspire to and are active in establishingBest-in-class manufacturers use open innovation, strong local networks of leading industries andtaking ideas from anywhere. Open innovation is a term research institutes.’ Philips is also increasinglycoined by Dr. Henry Chesbrough, a business professor at involving strategic suppliers at an earlier stage inthe University of California, Berkeley. It is an approach product development. In its ‘Partners for Growth’where companies strive to speed up innovation by program, suppliers are taking an increasing sharecollaborating with a range of partners. In contrast to of the value added in its business.the old approach to R&D, where companies sought toprotect their core competencies and intellectual property,this new strategy acknowledges that partnering withleading researchers in other businesses, government anduniversities can make for faster progress. 11
  12. 12. Here, customers are increasingly the most important Researchers inside leading companies are increasinglysource of innovative ideas. In the ‘Manufacturing in required to compete for project funding, which helps to2020’ study, 58% of companies expected to collaborate cultivate an entrepreneurial culture within R&D. Thiswith customers in product concept development by involves competitive processes similar to university grant2020, compared with 50% now. In product design and applications to research funding bodies. Proposals andrefinement, suppliers are also increasingly important: business plans are developed and submitted for critical40% of leading manufacturers will increase their review, from which the most competitive are selected.involvement with suppliers here. 3M, for example, has developed a process whereby inventors can compete for seed capital from units withinAs an innovative leader, EADS is always on the look- the company.out for ideas of innovation and for people who thinkdifferently. A student competition organized by EADS Best-in-class manufacturers focus on big ideas,calls for students to give their ideas on areas like aircraft emphasizing the ‘R’ in R&D and actively selectingparts, materials and systems. Airbus will select a shortlist the winners. A common R&D orthodoxy in the 1990sof 100 teams that will eventually be whittled down to can best be summed up by the expression ‘let a thousandfive finalists who will be helped by an Airbus coach to flowers bloom.’ Spreading resources across a number ofupgrade their projects. The winning project could be small, often blue-sky thinking R&D projects, the theoryincorporated in one of Airbus’s programs. suggests, will allow creativity and innovation to flourish. Some leading firms, such as HP, however, are finding thatBest-in-class manufacturers innovate by collaborating a downside to this approach is that resources becomeexternally while fostering competition internally. spread too thinly over numerous projects. So, many leadingCompetition is an important part of the product design companies have begun streamlining their R&D processes.and innovation process. For many companies, this isbeing internalized. Daimler, for example, nurtures the Experience suggests that small R&D projects, evenentrepreneurial spirit by encouraging its designers to if successful, do not necessarily result in commercialcompete against one another to have their designs selected offerings. Promising research on large projects canfor production. As part of the streamlining efforts of R&D generate high added value. For this reason, industryprocesses, competition is used as a way of selecting the leaders such as ABB, HP and Philips have beenbest ideas for further research and development. streamlining their research processes into larger, high- impact projects. This approach is considered to be an essential factor for achieving fundamental breakthroughs. Best-in-class manufacturers ‘repurpose’ product design and innovation. Innovative business does not necessarily CaSE POiNT: hP mean new products. Companies that have built up a large portfolio of patents, such as HP, can increase their ROI by applying old innovations to different products and services, or by licensing them to other companies in R&D management at HP has recognized that, different industries that may have a commercial use for historically, there was too much reliance on them. Also, research programs in companies can result personal relationships among its 600 scientists in patents, but the patents do not always translate into when giving projects the go-ahead. Having been given a green light, they gained a momentum products or services of commercial value. The process that was difficult to stop. Now, projects have of applying old patents and intellectual property to new to be pitched, complete with business plans, products and services is known as ‘repurposing’. In part, to a central review board. A formal request for this is driven by product lifecycle shrinkage: most leading proposal programs offers universities worldwide manufacturers in the ‘Manufacturing in 2020’ study the opportunity to participate in joint research expected these would shrink by 25% to 50% by 2020. with HP lab scientists on a competitive basis. Accountability after approval means that plugs get pulled if insufficient progress is made.12
  13. 13. Product design and innovation A New Model for Best-in-Class ManufacturingCaSE POiNT: IBMIBM has pioneered a process for reclaiming scrapsemiconductor wafers used in the production ofsemiconductor chips for use in such consumerproducts as mobile phones, computers and videogames. The process involves removing intellectualproperty from the wafers so that they can be soldon to the solar power industry, where there is ashortage of silicon. 13
  14. 14. Manufacturing VATION INN O A N D e s o u r cin g i t MA IG N or E S in g i t t D o F r o N U FA T d wo m w C T U C r om r ld o r F - c ld OD U R la s s u f a la s PR IN - c ma n G s m a c t u r in nu f a c t u m a n a g eme n t g r in g t o IT-FACILITATED COORDINATION SUPPORT FUNCTIONS: From supporting a F r o m r e l a t i a r t n er s t o c u s t o me M A RK E TI chain to managing a value-creating network NG, onsh rp SAL ip m ip E S gem a na h A N en D t ER NT E S VI CE EM N A G hi p s M A er s H A I N pa r t n SUPPLY C ts to F r om c on t r ac FrOM MaNuFaCTuriNG TO MaNuFaCTuriNG MaNaGEMENT14
  15. 15. MAnuFACTuRIng A New Model for Best-in-Class ManufacturingFirms are no longer just talking about globalization as While many hold on to core activities such as R&D,something that is and will be happening: this world is marketing and finance, increasingly even intellectualalready here. Manufacturing can take place anywhere property, such as design and engineering, is outsourced.that there is a cost advantage. At the moment, it’s in Asia; TomTom knew from the outset that its strengths wouldtomorrow it could be elsewhere. 60% of the firms in the be in innovating, in its expertise in a particular area of‘Manufacturing in 2020’ study expected to be sourcing technology and in its understanding of and its abilityfrom more companies within the next ten years. We are to meet customer needs in this area. It establishedseeing a transition in best-in-class manufacturing from manufacturing outsourcing capability rather thanbeing manufacturing firms, to being manufacturing manufacturing firms.The ‘Manufacturing in 2020’ survey also found costadvantages gained from manufacturing in the rightlocation to be one of the main drivers of manufacturing.The need to localize products for local needs is another, CaSE POiNT: abbwith this invariably undertaken by local companies.The choice between in-sourcing and outsourcing seemsto be a function of size and complexity. Firms with afocused product range may choose to in-source, while ABB has shifted a lot of activities to outsourcing,firms producing a wide range of technical products particularly to China. In robotics for the automotivechoose to outsource. In a world where the advancement of industry, for example, ABB outsources nearly alltechnology continues apace, collaborative manufacturing manufacturing, and in IT, everything is outsourced.arrangements are seen as a valuable source of learning. But strategic outsourcing decisions are made in each case. In power distribution, the heart ofBest-in-class manufacturers regard themselves less as the business is in manufacturing, where the realmanufacturers, but more as manufacturing managers. innovation takes place and where the true skill ofOutsourcing is now well-established. Philips decided in the company resides in the teams of engineers2001 that it would outsource basic manufacturing and who are working on each project. Things thatbecome a technology developer and global marketer, represent ABB’s real art are never outsourced.and by 2006, about 70% of manufacturing wasoutsourced. Leading manufacturers are evolving frombeing manufacturing companies to being manufacturingmanagement companies. Philips now has a majoroutsourcing contracts management business activity, witha governance council to manage it. 15
  16. 16. In-sourcing is where business processes are acquired All the manufacturers surveyed in the ‘Manufacturingby a firm, which can allow companies to control quality in 2020’ study expect to rely more on overseas suppliersup the value chain while reducing costs. For firms in coming years. But in many industries, proximitywith a narrow product range, such as TomTom, the to markets is important for manufacturing location,streamlining and integrating of the supply chain can add especially those where distribution costs are substantial.competitive advantage. Even though it has outsourced all Distribution can account for 30% of automobile costs, somanufacturing, TomTom improved the accuracy of the Eastern Europe has become an attractive manufacturingnavigational instruction by vertically integrating with Tele location for Western European markets, while theAtlas, an e-map developer. This reduced costs and yielded Southern United States holds a comparative advantagea significant competitive advantage in e-maps. over the Northern United States.Best-in-class manufacturers actively seek location Best-in-class manufacturers collaborate to win byadvantages by offshoring. For most manufacturers, learning and innovating. Significant gains can includekeeping costs low has meant relocating production and increasing innovation, improving quality and reducingmanufacturing to overseas locations such as India and costs through inter-firm learning. Even though theChina. Captive offshoring is where the manufacturer moves potential benefits of collaborating are significant, muchbusiness processes to a low-cost location but maintains collaboration continues to fail. When done properly,ownership. Outsourcing, the second option, is when collaborations, increasingly even with competitors, canbusiness processes are outsourced to a third-party vendor. result in the unleashing of synergies and a generation of new products and processes for the participants. Other collaborations are to achieve innovation in new areas of focus, such as in the shift to ‘green’. Companies embracing the green movement are turning what many once saw as a business threat into a source of competitive advantage. CaSE POiNT: EadS This is leading to process and product innovation and upgrading, while simultaneously creating cost efficiencies. Best-in-class manufacturers actively manage the Aerospace companies have offshored tension between customization and standardization. manufacturing to low-cost regions for many years, Customization provides for consumer choice, but it but not R&D and final assembly. For EADS, sub- also increases costs. Standardization, while important sections of its Airbus aircraft are manufactured for driving costs down, reduces consumer choice. in low-cost countries while final assembly takes Best-in-class global value chain management strikes place in Hamburg, Germany, and Toulouse, a balance between the two. There was an even split in France. But it recently opened an assembly the ‘Manufacturing in 2020’ study firms between those line in Tianjin, China. This has two advantages. First, China is an important market for Airbus: believing that they will produce more standardized Sichuan Airlines is taking the first Tianjin aircraft in products in the future and those expecting to localize 2009. Second, China is potentially an important them more. strategic partner. Under a joint venture consortium arrangement, Dragon Aviation Leasing is buying But standardizing products around functional areas, the Tianjin Airbus aircraft for Sichuan Airlines. such as common production platforms, allows greater flexibility when demand fluctuates and reduces the dichotomy between standardization and customization. Automotive and computer manufacturers, for example, are standardizing production platforms globally.16
  17. 17. manufacturingA New Model for Best-in-Class Manufacturing 17
  18. 18. Supply Chain Management N NOVATIO N D I N r cin g i t NA res ou MA SIG g i t t o E in F r o N U FA T D do wo m w C T U C r om r ld o r F - c ld OD U R la s s u f a la s PR IN - c ma n G s m a c t u r in nu f a c t u m a n a g eme n t g r in g t o IT-FACILITATED COORDINATION SUPPORT FUNCTIONS: From supporting a F r o m r e l a t i a r t n er s t o c u s t o me M A RK E TI chain to managing a value-creating network NG, onsh rp SAL ip m ip E S gem a na h A N en D t ER NT E S VI M CE G E ip s A A N sh HAI N M r t ner SUPPLY C ts to pa ac F r om c on t r FrOM CONTr aCTS TO ParTNErShiPS18
  19. 19. SuPPly ChAIn MAnAgeMenT A New Model for Best-in-Class ManufacturingAs supply chains have become increasingly globalized, Best-in-class manufacturers leverage their purchasingleading manufacturers are searching for ways of power. The relentless quest to drive costs down continues.leveraging their considerable purchasing power for greater For some leading companies, this means leveragingcost savings earlier in the production stages. By taking purchasing power for global sourcing and procurement.control of procurement, for instance, companies are able For example, HP has assumed control of purchasing onto generate cost savings through purchasing such inputs behalf of its contract manufacturers. It hides the price ofas raw materials on behalf of their suppliers, which their strategic components from both competitors and contractsuppliers’ economies of scale may not have otherwise manufacturers by buying them directly from contractallowed them to do at the same price. This has also manufacturer suppliers and reselling them to their contractfacilitated greater control over pricing of components manufacturers. This also leverages HP’s significantbought from their suppliers. purchasing power on behalf of its contract manufacturers, cutting costs without the risk of contract manufacturerThe biggest change in supply chain management suppliers feeling pressured into reducing prices for theidentified in the ‘Manufacturing in 2020’ study was contract manufacturers. HP can then distribute strategicincreased transparency in ‘open networks’. By 2020, 30% components based on contract manufacturer need.of the leading manufacturers questioned expected toimprove their IT systems for managing their supply chain. But a number of weaknesses are inherent in traditionalCreating on-line business-to-business marketplaces is supply chains. The cost of inputs into key componentsone way of reducing costs and managing disaggregated produced by suppliers, and consequently, the price ofsuppliers, and reverse auctions and e-sourcing are purchasing them, can be difficult to determine for thetransforming the way in which contracts can be tendered manufacturers. Quality can be hard to monitor. Supplyand potential suppliers can compete for them. and demand patterns can be challenging to determine. And buying power can be weak. TomTom, for example,Also evident is a trend towards developing closer outsources all of its manufacturing, and that would presentrelationships with suppliers. Competition is no longer a business risk if there were a disruption with a supplierthe sole driver behind efficiency and cost reductions. relationship. So the number of single-source componentsManufacturers are seeing collaborations, information is minimized, and the highest-volume products are dual-sharing and explicit and transparent expectation setting sourced from two manufacturing partners.within a family of suppliers, populating each link in thevalue chain as a greater driving force behind efficiency, To overcome these supply chain risks, somequality and reliability. While managing complexity is a manufacturers have turned to buy and sell programshallmark of this brave new world, best-in-class supply designed to increase control of supply chains. Butchain management practices also seek to simplify this outsourcing manufacturing can decrease transparencycomplicated process through IT or outsourcing to a over demand and supply patterns of key components.number of trusted specialist logistics firms. Costs can be hidden by suppliers, increasing the risk of price inflation for the manufacturer and decreasing their buying power. It also makes it difficult to monitor quality. 19
  20. 20. Best-in-class manufacturers develop reliabilitychains through closer relationships with suppliers.Manufacturer-supplier relationships have traditionally CaSE POiNT: EadSbeen characterized as adversarial. Cost-orientedcompetitive approaches to managing suppliers dominatedbusiness orthodoxy. Several exemplars of best-in-classsupply chain management practices have rejected these EADS has a sourcing strategy that emphasizesold dogmas. Many leading manufacturers actively seek leveraging purchasing power across the businesslong-term relationships with suppliers that perform well through joint sourcing initiatives, identifying andon such metrics as quality and reliability. evaluating potential suppliers globally based on their capabilities and certification, and regularly evaluating supplier performance. For suppliers toDriven partly by ‘lean production’ philosophy, be considered for partnership with EADS, theymanufacturers wager that greater cost efficiencies can be must demonstrate constant excellence across aderived from bilateral goal setting, information sharing and range of metrics.working with suppliers. TomTom, for example, continuesto depend on a limited number of suppliers, and sometimessole suppliers, for component supply and manufacturing.This improves purchasing power. But the relationshipswith key manufacturing partners and componentsuppliers such as Quanta and IAC are close and long-term,although moderated by regular audits and reviews by localengineering and quality-assurance departments.Seeking the lowest-cost producers is no longer the mostimportant factor in selecting a supplier. The disruption CaSE POiNT: bOMbardiErcaused by switching suppliers can be fatal, so preventingsupply chain disruption has become a major driver ofsupplier selection processes and has increased collaborationbetween manufacturers and suppliers. ABB, for example, For Bombardier, time-to-market can be asleverages its operations in low-cost countries by ‘back- important as guarding design ideas and intellectualsourcing’ well-qualified suppliers with good relationships property from their partners. Bombardier haswith ABB by helping them to establish themselves in moved away from adversarial approaches withWestern Europe and North America. This helps to reduce their suppliers, towards more open collaborative approaches, including sharing expertise andcosts and the length of supply chains for ABB, yet also gives knowledge. Rather than seeking cost reductionsgreat benefits to the supplier companies. from its suppliers’ margins, Bombardier’s approach tries to achieve cost reductions from a larger cost base, while simultaneously sharing supply chain risk with its partners.20
  21. 21. supply chain managementA New Model for Best-in-Class Manufacturing 21
  22. 22. Marketing, Sales and Service VATION INN O A N D e s o u r cin g i t MA IG N or E S in g i t t D o F r o N U FA T d wo m w C T U C r om r ld o r F - c ld OD U R la s s u f a la s PR IN - c ma n G s m a c t u r in nu f a c t u m a n a g eme n t g r in g t o IT-FACILITATED COORDINATION SUPPORT FUNCTIONS: From supporting a F r o m r e l a t i a r t n er s t o c u s t o me M A RK E TI chain to managing a value-creating network NG, onsh rp SAL ip m ip E S gem a na h A N en D t ER NT E S VI CE EM N A G hi p s M A er s H A I N pa r t n SUPPLY C ts to F r om c on t r ac FrOM rElaTiONShiP MaNaGEMENT TO CuSTOMEr ParTNErShiP22
  23. 23. MARkeTIng, SAleS AnD SeRvICe A New Model for Best-in-Class ManufacturingWhere customers are located across the globe, businesses For example, customers typically contacted ABB whenface not only the physical challenges of maintaining the equipment wasn’t working properly, or when theyrelationships across such wide distances, but the cultural needed spare parts. These events might have been treatedchallenges as well. Manufacturers have long faced a well, but they were still seen as on-off transactions. Nowtension between localization to customers’ needs and they are viewed as relationship-building opportunities inglobal standardization for productive efficiency. There is which ABB is able to differentiate itself markedly from itsa fine balance to be determined by every business, and competitors. A competitive supplier that does not offercompetitive disadvantage is the result of getting it wrong. the same confidence, value and relationship qualities,Firms must consider how much their production needs to even if it has a better product, will not have the samebe globalized to achieve the necessary level of productive competitive advantages. But this also costs money: HPefficiency. This depends on the amount of actual working invested massively in training to offer its ‘Total Customertogether with customers that they desire, the level of Experience’ program, which involves sales executivescommunication and the language involved, as well as the taking responsibility for customers’ product experiences.effect of cultural differences on the relationship.This study reveals some profound changes in how leadingmanufacturers manage their relationships with customers.They have found new ways of reconciling the long- CaSE POiNT: bOMbardiErstanding tensions that imply deeper changes in the verynotion of the manufacturer-customer relationship.Best-in-class manufacturers focus on customer In the aerospace sector, customer support isexperience, not product characteristics. Increasingly an essential ingredient in the management of asophisticated products from suppliers worldwide compete best-in-class manufacturing value chain. Learjetsfor market share among more knowledgeable customers. are priced from $US 5m, with annual operatingThe approach of ‘selling to’ customers on the basis of and maintenance costs of up to $US 200,000.product attributes (technical specification, reliability, etc.) Bombardier’s 100-149 seat C Series aircraft areis dying out. Products are usually purchased in order to priced from $US 46.7m. To meet high customeryield a series of benefits over a period of time, so the best care expectations, Bombardier has built anmanufacturers design and offer their customers a package industry-leading logistics, technical, maintenancethat delivers an experience of living with the product and field support network. Through Authorizedover the lifetime of its use. Service, product maintenance Service and Line Maintenance Facilities with 40 accredited service centers, it has customerand possibly even adaptation affect the perceived value support on six continents, and stocks of the topof a product, and this is profoundly affected by the 25 high-demand business jet parts are stocked inquality of the relationship between supplier and customer strategic locations.(including, for example, the level of trust between theparties that problems can be resolved). A problem that issorted out well can even build a better relationship. 23
  24. 24. For best-in-class manufacturers’ customer relationships, Best-in-class manufacturers achieve closeness bylocation matters. Competitive advantage in customer collaborating down the value chain. Retailers’ andrelationships requires the appropriate level of physical distributors’ connections with customers can be critical.closeness, sometimes with regular discussions and The best manufacturers increasingly adopt collaborativeworking sessions with customers. So strategic decisions approaches rather than simply competitive supplierneed to be made regarding the extent to which sales relationships, in order to give greater value to customers.structures are centralized or decentralized, and the extent There are benefits for both sides. As the complexity ofto which local operations are given autonomy of decision- manufactured products increases, greater training ofmaking. So even in globalized value chains, successful retail or distributor staff is required, and this demandsmanufacturers are decentralizing their marketing longer-term collaborative arrangements with distributors.relationships and allowing strong local autonomy. Deeper collaborative relationships give them the incentive to feed customer and market information back to theirLike many companies, HP has struggled to achieve the collaborating manufacturers. This is changing theright balance between localization and centralization in distribution landscape. The majority of Chinese andits customer relationship management. A good recent US manufacturers in the ‘Manufacturing in 2020’ studysales performance reflects a massive shift towards expect to rely on overseas distributors for addressing localdecentralization, despite some loss of clarity of structure market needs; this is presently the minority.and some duplication of effort. The US sales force of17,000 has been decentralized into individual business Best-in-class manufacturers achieve closeness byunits, administrative layers have been stripped out and increasing psychic as well as physical closeness.division heads have been given control over their own Achieving more direct relationships with customers maysales forces. require physical connection between manufacturer and customer, but other activities can increase closenessBut there is no general rule: the extent of use of the in a ‘psychic’ sense, helped by the use of IT. A ‘virtualdistribution channel, or direct sales, varies according customer environment’ involving more sophisticated webto business area and region. In this decision, local interaction can help more than the selling process; it canresponsiveness needs to be allowed, but mediated also help consumers conceptualize products that may beby coordination with the center so that coordinated of interest, as well as allowing them to leave feedback, soresponses to global trends can be developed. deepening the manufacturer-customer relationship. Best-in-class manufacturers tap their customers and their end users for innovation. Customers can be a valuable source of innovative ideas across the value chain. Toyota asked consumers for design ideas on some models CaSE POiNT: abb and then asked them to vote on them, giving consumers direct input into the design process and reducing design risk for Toyota. Courting customer feedback on products is common. Leading manufacturers now provide an ABB has been through a number of opportunity for customer input in the decision-making transformations in recent years and recent process, enabling them to become partners in new performance indicates that it now has the balance product creation. between localization of its decision making and globalization of its capabilities about right. ABB It will be recalled that we found customer relationship now gives autonomy to the operating companies that are in direct contact with the customers, to to be an essential aspect of the best-in-class product innovate responsively to customer needs. But design and innovation process. We now also see this to ABB also needs to present one coherent face to be an essential aspect of marketing, sales and service customers (or potential customers). A customer management, as the two ends of the value chain are relationship management system allows this, linked. Best-in-class manufacturing companies have a which, though being centrally controlled, is viewed, value circle. monitored and operated locally, by the local operations in their daily contact with customers.24
  25. 25. marketing, sales and service A New Model for Best-in-Class ManufacturingCaSE POiNT: TOMTOMTomTom has invested massively in its call centerin Amsterdam. It is a call center with a difference.It recruits and retains new enthusiastic graduatesof any discipline from across the world to discussand interact in a personal way with callers. Theway they do this not only enhances a customer’sexperience with the company, it builds loyalty evenamong customers who had cause to complain.But this investment has had an even greaterpayback. Information is collected from customersand is fed back directly into the innovation process.It is feedback from end customers that drives theproduct development process, and it is the mainsource of innovative ideas. This has helped thefirm to be entrepreneurial in selecting the (few)ideas that will have commercial follow-through,and being entrepreneurial in how the ideas aredelivered in a product and marketing sense. 25
  26. 26. Support Functions VATION INN O A N D e s o u r cin g i t MA IG N or E S in g i t t D o F r o N U FA T d wo m w C T U C r om r ld o r F - c ld OD U R la s s u f a la s PR IN - c ma n G s m a c t u r in nu f a c t u m a n a g eme n t g r in g t o IT-FACILITATED COORDINATION SUPPORT FUNCTIONS: From supporting a F r o m r e l a t i a r t n er s t o c u s t o me M A RK E TI chain to managing a value-creating network NG, onsh rp SAL ip m ip E S gem a na h A N en D t ER NT E S VI CE EM N A G hi p s M A er s H A I N pa r t n SUPPLY C ts to F r om c on t r ac FrOM SuPPOrTiNG a ChaiN TO MaNaGiNG a ValuE-CrEaTiNG NETwOrk26
  27. 27. SuPPoRT FunCTIonS A New Model for Best-in-Class ManufacturingBest-in-class manufacturers support product design and Best-in-class manufacturers harness IT for fasterinnovation by using central hubs to coordinate projects innovation and operational cost efficiencies. Thein dispersed labs. While the era of the central laboratories support is no longer just human and organizational. Tois over and the era of dispersed research has begun, cut the time and cost of developing IT systems, technologyinnovations need to be captured, managed and exploited. now enables them to be simulated before they areMuch of Philips’ research is localized in its research labs produced. This allows for new systems to be experiencedaround the world. The company is investing 40 million virtually before being prototyped, cutting the time-to-Euros in R&D in China, in eleven R&D centers. The market, project costs and increasing their adoption.challenge, however, is to ensure that this dispersed researchexcellence contributes to Philips’ global competitiveness. A partnership between Capgemini and iRise, a worldThis means that innovations locally in China (for example, leader in visualization software provision, for instance,the value-segmented X-ray scanners developed in a Philips- has developed visual modeling technology that is beingNeusoft joint venture) need to be developed into a global deployed across General Motors. This technology isopportunity for the group as a whole. helping to make traditional mock-ups a thing of the past. Software applications can be modeled and experiencedThis transformation requires strong network linkages through simulation before being developed. It cutswithin the group. Firms need well-organized central project time by an estimated 10%, allows for systems‘hubs’, not geographically central, not central in a to be implemented very quickly, increasing innovativediscipline or functional sense, but central strategically applications in the process, and has received highand commercially. HP set up a Technology Transfer customer satisfaction to speed the transfer of research undertaken inthe company’s 23 district laboratories in seven countriesinto products and services in as many routes as possible.The office facilitates product development within HP’sdifferent business groups, organizes intellectual propertylicensing agreements with third parties, and managesrelationships with venture capital firms. The job of thehubs is to: Scour for ideas, trends and developments and toƒƒ facilitate exchange with others inside or outside the organization. Facilitate the development of group-wide plans for theƒƒ speedy development of profitable new products. Enable potential new strategic developments to beƒƒ spotted and considered by the most senior management levels in an informed and appropriate way. 27
  28. 28. Best-in-class manufacturers support supply chain Best-in-class manufacturers devolve managementmanagement by using advanced IT solutions. For many of the complexity of manufacture. Given the sheermanufacturers, the exponential increase in outsourcing complexity in managing logistics globally, many leadingposes considerable challenges for managing diffuse, manufacturers have also moved towards devolvingglobally sourced networks of inputs. Advances in IT increasing responsibility for running supply chainmake it possible to manage supply chains from tens, management and logistics to specialized third parties.hundreds and sometimes thousands of suppliers. It is in For example, under its Power 8 program, EADS isthe interest of many leading manufacturers to standardize consolidating local depots into district centers managed bycollaborative IT systems. Kuehne + Nagel in France, Germany, the UK and Spain, from where DHL will deliver components, equipment and raw materials to its production lines. EADS expects this to become a source of competitive advantage and will meet program efficiency improvement objectives. CaSE POiNT: hP Best-in-class manufacturers use customer information, communication and technology in IT solutions to manage complexity. Customers have the information that manufacturers need, more than any other group: For HP, supply constraints and/or price information about their needs, information about the fluctuations in specific components present manufacturer’s products (and competitors’ products), and risks to revenue and gross margin. Managing ideas for product, process or service developments. We suppliers can involve straightforward inventory management, but also contractual agreements have noted how customer feedback is an integral part of for critical suppliers and manufacturers. Under TomTom’s product development process, for example, Procurement Risk Management, software tools and informs the company how it expands its products developed by HP help quantify the inherent and services. Essential in this approach is the use of IT uncertainties involved. Suppliers can get a lower systems for customer relationship management. volume commitment, but HP benefits from guaranteed minimum volumes. Marketing operations around the world have information about local needs and about their responses to them; information that will lie at the heart of a coordinated response. Successful manufacturers receive this information and manage and use it effectively to generate appropriate responses. At ABB, for example, a more customer-focused and service-oriented approach to engineering products, and the development of full- service maintenance agreements highlighted the need for a new, technology-led inventory management system. The outcome is reduced inventories, an improved service offer with greater service revenue, and a proactive approach to customer service that is seen to offer a competitive advantage.28
  29. 29. support functionsA New Model for Best-in-Class Manufacturing 29
  30. 30. Conclusions, Implications and Lessons30
  31. 31. From a value Chain to an Interlinked global value CircleThe value chain as a notion has its roots within the centrally-plannedfirms of the 20th century. It was a useful way for firms to considerthe value of their operations, as well as their competitiveness in whatwere often quite stable competitive environments.Manufacturers still need well-crafted value chains. Leading firmsare still driving down their costs in the face of competitive pressure.They are still improving the speed of production and the quality andreliability of their products for customers who easily find competitiveproducts worldwide. The quest for competitive advantage has notchanged. The context within which firms seek these outcomes,however, has changed radically.The old orthodoxy of a simple value chain in which manufacturingfirms take new materials, transform them into products and feedthem into a distribution system has gone. Firms engage with theircustomers and distributors in the very process of innovating anddeveloping new products, and are closely concerned not so muchwith ‘pushing out’ good products, but with delivering value outcomesto customers who embrace not only product features, but the wholeexperience of use throughout a product’s lifetime. This leads us to thetransformation of a value chain, with inputs at one end and outputsat another, to a value circle involving a continuous and developmentalprocess of value creation.Within the circle, we can see many changes and developments, someof which have been catalogued here. The 1990s prescription of ‘lettinga thousand flowers bloom’ within dissipated innovation centers hasgone. But there has not been a reversion to the vast R&D centers.Rather, we see increasingly tight control of and communicationbetween diverse innovation units, in an attempt to capture theinnovativeness of the small specialist units with the scale economiesof global firms, and their capabilities to push big ideas throughselective, focused investments. 31
  32. 32. In manufacturing, we see a retreat from blind outsourcing, close interaction with, monitoring of and coordinationbut not to in-house manufacture. There is a new switch: alongside supply chain partners. In marketing, sales andfrom manufacturing to manufacturing management, that service, we have abandoned the ideas of central salesis, reliable, tight and close management, whether the operations for entire multinational operations, but havemanufacturing is undertaken in-house or outsourced. In not reverted to small, unconnected, locally responsivesupply chain management, we also witness a retreat from units doing their own things out of contact with anyone‘outsourcing of everything, anyhow’, but not a reversion else. Rather, we have locally responsive units acting into doing things in-house. Rather, we see increasingly globally coordinated ways.These changes within each element of our value chain show one thing very clearly:there is a central coordinating hub to our new value circle. But this hub is not thevast headquarters overhead of the 1960s and 1970s multinational corporation. Westill have lean operations; the competitive pressures allow nothing else. What then,has allowed ‘lean coordination’ of innovation, of manufacturing, of supply chain, ofcustomer relations, and all the partners and collaborators involved with each?It is the evolution (that has barely just begun) of ever-more sophisticated IT systems.These have had the most profound effects on the value-generation process ofour leading manufacturers, and on how this value generation is organized. The‘Manufacturing in 2020’ study noted how IT solutions are supported by hardtechnology improvements. For example, more than two-thirds of the manufacturersin that study expected Radio Frequency Identification (RFID) to be used more in themanagement of complex supply chains over the next ten years.32
  33. 33. INNOVATION PARTNERSAND NETWORKS SUPPLY CHAIN PARTNERS AND NETWORKS VATION INN O N A N D e s o u r cin g i t MA r SIG i t t o F r o N U FA T D E o in g U C r om d wo m w C T r ld o r F - c ld OD U R l a s s nu f a la s PR IN - c ma G s m a c t u r in nu f a c t u m a n a g eme n t g r in g t o IT-FACILITATED COORDINATION SUPPORT FUNCTIONS: From supporting a F r o m r e l a t i a r t n er s t o c u s t o me M A RK E TI chain to managing a value-creating network NG, onsh rp S A L a nag ip m ip E S em h A N en D t ER NT E S VI CE EM N A G hi p s M A t ner s A IN r SUPP LY CH to pa a ct s F r om c on t r MANUFACTUING PARTNERS AND NETWORKS ValuE CirClES wiThiN NETwOrkS OF ValuE CirClES 33
  34. 34. Ability reAlisticAlly to identify globAl competencies Managerial and iT abiliTy Foresight to identiFy To forM, Manage and relationships that will exploiT relaTionships be strategic assets ThE kEy abiliTiES FOr ThE 21ST CENTury NETwOrkEd ValuE CirClE34