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C2B2C:The Need for the Social Supply Chain                    By Gianluigi Cuccureddu                         May 30th, 20...
C2B2C: The Need for the Social Supply ChainGetting value from social media applications will, in Lora Cecere’s opinion, re...
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C2B2C: The Need for the Social Supply Chain

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We are amidst of this process, guiding our clients to social supply chain transformation with the ultimate goal of an organic, open and holistic consumer driven platform business. We encounter daily the challenges triggered by social media and the openess of the -digitized- world in general.

Traditional approaches and processes to supply chain management are not fast enough, flexible enough or robust enough to cope with these changes. People plug these gaps.

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Transcript of "C2B2C: The Need for the Social Supply Chain"

  1. 1. C2B2C:The Need for the Social Supply Chain By Gianluigi Cuccureddu May 30th, 2011 Discuss and feedback this article on the 90:10 Group blog Managing Partner of 90:10 Group Netherlands CMO Agora Media Innovation Connect through LinkedIn http://www.linkedin.com/in/gianluigicuccureddu Tel: +31 (0)6 41362612
  2. 2. C2B2C: The Need for the Social Supply ChainGetting value from social media applications will, in Lora Cecere’s opinion, require acomplete redesign of the contemporary supply chain. “We have to design supply chainsfrom the outside in,” she declared. In order to achieve a real C2B2C (Outside-in & InsideOut) organisation, supply chains need to be restructured. Uptil now organisations have beenfocused on reponse and internal -efficiënt- processes instead of of the consumer andlistening/sensing what their needs are as a starting point.Real-time information flows are both a blessing and a curse, it offers both opportunities andchallenges. The following three paragraphs from the article hit the nail:[...] Now, let’s think of what would have happened if the problem with the product would have beenthe result of a design flaw. The information could have gotten to Newell Rubbermaid’s engineeringdepartment in time to develop a fix before product sales starting dropping.That would be the result of a social supply chain. To create a supply chain like that, Cecere suggeststalking to your marketing department or your social media managers to find out exactly what type ofinformation is flowing through your social media channels, and then asking how that information canbe used in various parts of the supply chain.Once that’s accomplished, it’s time to find the right tools — those social business applications — tosupport moving information to the right places and the right people in the supply chain.An organisation overhaul is needed to achieve the abovementioned example on acontinuous pace, with a minimum of efficiency that proves to be viable to business processesand ROI. Change management needs to occur to transform the current mindset of mostprofessionals and adopt the consumer-centric vision. Cecere predicts a 5 to 10 years beforethe social supply chain is really in place, due to the relative immaturity of the current crop ofsocial business applications. This might be true but it’s a chicken-egg dilemma, withouttesting (and failing), technologies cannot advance to serve the needs of (supply chain)professionals.In terms of Gartner’s Hype Cycle, social business applications will survive butwill have to go through the neccesary phases before achieving adopting, adaption andvisible return and place in business. Social business applications will follow thetransformation to a social business, in that mean-time inefficiency can occur, but that mightbe the already a current challenge in organisations.By the customers, for the customersA C2B2C organisation is a platform organisation enabling and offering solutions forsomeone’s needs and goals. Before achieving such an organisational state gradual changeshas to be applied, transforming policies, stakeholders, technologies, processes,infrastructures and what more. We are amidst of this process, guiding our clients to socialsupply chain transformation with the ultimate goal of an organic, open and holisticconsumer driven platform business. We encounter daily the challenges triggered by socialmedia and the openess of the -digitized- world in general. Traditional approaches andprocesses to supply chain management are not fast enough, flexible enough or robustenough to cope with these changes. People plug these gaps.

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