This presentation describes the simplification process of an ecosystem and has relevance to manufacturing firms with complicated supply chains where the product provided is installed into an end user's operations.
Ecosystem Innovation for Pharma Supply ChainsShaun West
How can the ecosystem mapping process be improved to develop better understanding of market dynamics for better decision making by investigating two pharmaceutical supply chains?
Problem:
… existing models for supply chains over oversimplify the situation and failing to integrate people, processes and digital technologies
Purpose
… to show the current state of pharma supply chains
… to show how the ecosystem perspective provided new insights
GBX EventsSupply Chain Innovation Summit 2019,Barcelona, 21 November 2019
Shaun West & Michael Huonder
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CAN MACHINE-TO-MACHINE COMMUNICATIONS BE USED TO IMPROVE CUSTOMER EXPERIENCE ...Shaun West
The purpose of this paper is to identify ways in which Machine-to-Machine (M2M) communication can be used by product-based manufacturing firms to deepen and broaden the service aspects of their customer value proposition. The expectation is that an improved customer value proposition leads to improved customer experience, and through this to improved customer retention.
Slides used in the presentation.
Identification of ecosystems actors and their behaviours in manufacturing an...Shaun West
The simplification process of an ecosystem has relevance to manufacturing firms with complicated supply chains where the product provided is installed into an end user’s operations
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Ecosystem Innovation for Pharma Supply ChainsShaun West
How can the ecosystem mapping process be improved to develop better understanding of market dynamics for better decision making by investigating two pharmaceutical supply chains?
Problem:
… existing models for supply chains over oversimplify the situation and failing to integrate people, processes and digital technologies
Purpose
… to show the current state of pharma supply chains
… to show how the ecosystem perspective provided new insights
GBX EventsSupply Chain Innovation Summit 2019,Barcelona, 21 November 2019
Shaun West & Michael Huonder
Supply Chain and Production Cost of Brewing Plants in South East, NigeriaYogeshIJTSRD
The study focused on Supply Chain and Production Cost of Brewing plants in South East, Nigeria. The study sought to ascertain the nature of relationship between Supply Chain and Production Cost of the Brewing plants in the South East, Nigeria. The study had a population size of 1528, out of which a sample size of 431 was obtained using Cochran’s formula at 5 error tolerance and 95 level of confidence. Primary data were collected through structured questionnaire and observation and secondary data were obtained through textbooks, and journal materials. Out of 431 copies of the questionnaire that were distributed, 401 copies were returned while 30 copies were not returned. The hypothesis was tested using Pearson Product Moment Correlation Coefficient. Finding revealed that there was a significant positive relationship between supply chain and production cost of Brewing plants in South East, Nigeria. r = 0.866 . The study concluded that supply chain practices is a set of activities carried out in any organization to promote effective management of its supply chains in order to improve production cost. The study recommended that brewing plants in South East Nigeria need to ensure that their supply chain concentrates on the most important member, the customer who should be kept satisfied at all costs, thus helping to boost customer services and also put in place a well managed supply chain that removes disruptions and obstacles in their business activities. Nwatu Chukwuemeka "Supply Chain and Production Cost of Brewing Plants in South-East, Nigeria" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-5 , August 2021, URL: https://www.ijtsrd.com/papers/ijtsrd44965.pdf Paper URL: https://www.ijtsrd.com/management/strategic-management/44965/supply-chain-and-production-cost-of-brewing-plants-in-southeast-nigeria/nwatu-chukwuemeka
CAN MACHINE-TO-MACHINE COMMUNICATIONS BE USED TO IMPROVE CUSTOMER EXPERIENCE ...Shaun West
The purpose of this paper is to identify ways in which Machine-to-Machine (M2M) communication can be used by product-based manufacturing firms to deepen and broaden the service aspects of their customer value proposition. The expectation is that an improved customer value proposition leads to improved customer experience, and through this to improved customer retention.
Slides used in the presentation.
Identification of ecosystems actors and their behaviours in manufacturing an...Shaun West
The simplification process of an ecosystem has relevance to manufacturing firms with complicated supply chains where the product provided is installed into an end user’s operations
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[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
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1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
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3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
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1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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2. 5th International Conference on Business Servitization, Granada 2016 | West, Kuenzli, Kujawski, Ouertani and Ganz
Introduction
This study uses three cases to help us understand ecosystems
To describe how the value exchanges supports decision making
The simplification process of
an ecosystem has relevance
to manufacturing firms with
complicated supply chains
where the product provided
is installed into an end user’s
operations
To describe value flow between key player in a digital ecosystems
Purpose of this presentation
Ecosystems of industrial manufacturers are complex – how can
they be simplified to support decision making?
Problem
3. 5th International Conference on Business Servitization, Granada 2016 | West, Kuenzli, Kujawski, Ouertani and Ganz
Background
Manufacturer’s supply chain as an ideal case
- Simple to understand
- Easy to make decisions
- Common in the literature
- Not the case with many large manufacturers
- IOT integration is not considered
The relationships were very simple however it is not reality
Supplier Manufactuer Installer End-user
Service
4. 5th International Conference on Business Servitization, Granada 2016 | West, Kuenzli, Kujawski, Ouertani and Ganz
Background
A real example of a manufacturer’s supply chain for both product and service activities
- Complex to understand
- Difficult to make decisions
- Present in more modern literature
- Typically the case with many large manufacturers
- IOT integration is considered
Core Company
Community
Customer
Supplier
Business Ecosystem
Extended Business
Core Business
Projects/ Systems
Channel 2
Products
Unions
Sub-
Supplier B
Supplier B
Competitors
Regulators
Customer-
Partner C
Customer-
Partner B
Customer-
Partner A
Customer D
Customer C
Customer A
Customer B
Services
Channel 3
Consultant
Sub-Supplier C
Sub-Supplier A
Channel 1
Supplier A
Services
Monetary
Information
Goods
How can a manager understand this spaghetti of interactions
5. 5th International Conference on Business Servitization, Granada 2016 | West, Kuenzli, Kujawski, Ouertani and Ganz
Background
Why is the understanding of ecosystems so important?
- Focusing on the customer to define the problem
- Understanding value exchanges between actors
- Value creation/capture by each actor
- Making decisions that provide multiple outcomes
Core Company
Community
Customer
Supplier
Business Ecosystem
Extended Business
Core Business
Projects/ Systems
Channel 2
Products
Unions
Sub-
Supplier B
Supplier B
Competitors
Regulators
Customer-
Partner C
Customer-
Partner B
Customer-
Partner A
Customer D
Customer C
Customer A
Customer B
Services
Channel 3
Consultant
Sub-Supplier C
Sub-Supplier A
Channel 1
Supplier A
Services
Monetary
Information
Goods
Understanding ecosystems is about finding the actors and their relationships
6. 5th International Conference on Business Servitization, Granada 2016 | West, Kuenzli, Kujawski, Ouertani and Ganz
Methodology
Service design thinking tools provided the basis for the analysis
- Identification of three disruptive IOT-based entrants
- Publicly available information as an input
- Analysis using based on
- ecosystems, value exchange between actors,
personas, empathy maps, customer journey
mapping, situation analysis, customer value
proposition and iterations
- Cross case analysis
Understanding ecosystems is about finding the actors and their relationships
goo.gl/DqbPLP
7. 5th International Conference on Business Servitization, Granada 2016 | West, Kuenzli, Kujawski, Ouertani and Ganz
Overview of cases
Three cases were used to compare traditional and “new” ecosystems
Uber will be used in the analysis as an example
Uber (B2C and B2B)
Disruptive entrant
Largest taxi firm, without any taxis
Feedback/collaboration between ecosystem actors
Airbnb (B2C and B2B)
Disruptive entrant
Largest hotel firm, without any hotels
Feedback/collaboration between ecosystem actors
Amazon (B2C and B2B)
Disruptive entrant
Largest book store, now selling many other goods
Feedback/collaboration between ecosystem actors
8. 5th International Conference on Business Servitization, Granada 2016 | West, Kuenzli, Kujawski, Ouertani and Ganz
Results and analysis
Ecosystem mapping to identify the actors in the ecosystem
Uber controls and manages the system – it is dominant in this ecosystem
Actor Outcomes
Uber To integrate the system
Customer To travel safely from A to B with known costs
and time
Driver1 To have a regular income with known hours
Driver2 To be transport fee-paying customers
City To maintain taxi licence income
To have an integrated transport system
Insurance firm To insure drivers with known risk
Bank To lend money with known risks
To lease cars to drivers
Car dealer To sell and service cars
Customer
Uber
Driver2Insurance
firm
City
Car dealer
Banks
Driver1
Firm
Customers
Suppliers
Community
Uber is the focus in the ecosystem
9. 5th International Conference on Business Servitization, Granada 2016 | West, Kuenzli, Kujawski, Ouertani and Ganz
Results and analysis
Empathy maps to understand the behaviours of the key actors
Empathy maps provided insights in to what was important for the key actors
Example here is the customer
- Must create for a key actors
- Empathy mapped need for each situation
- Extended to personas to provide detailed insights
- Pains/gains help to understand customer needs
- It is then possible to quantify some pains/gains
It is cheaper
but is it safe?
I have no money –
can I use the card?
Clear communication
Easy to use
I do not like when
unexpected it is late
Has a car but
still uses taxi
Price is
important
”I will take the bus” but if
raining takes a taxi
When I have to
pay in cash
10. 5th International Conference on Business Servitization, Granada 2016 | West, Kuenzli, Kujawski, Ouertani and Ganz
Results and analysis
Situation analysis is import as it describes the contextual issues for the individual actor
Example here is the customer
- Confirm the context and the job-to-be-done
– do not assume either…
- This requires broad understanding of situation and
the customer jobs
- The empathy maps underpins the intangible aspects
- Different situations require different solutions
(note: how many end customers should need to be
analysed)
Jobs are not just about function – context is important to understand and focus on the outcome
I have time and
the sun is shining:
I will walk
It is raining
and I am late:
I call Uber
It is raining but I
am on time:
I take the bus
We are a group:
I will call Uber it
will be cheaper
I have time:
I will walk
Job-to-be-done: I need to go from the
office to my home
11. 5th International Conference on Business Servitization, Granada 2016 | West, Kuenzli, Kujawski, Ouertani and Ganz
Traditional journey: only partial fulfilment of outcomes
Results and analysis
Door-to-door customer journey showing outcomes for each step
Example here is the customer
- Journey must match the situation
- Journey starts before and ends after the taxi ride
- Outcomes at each point measured
Each customer journey is a slice through the ecosystem
Decide on a taxi
- How long to wait?
- What is the cost?
Book a taxi
- Driver safety
- Driver rating
- Collection point
- When does the
taxi arrive?
Taxi arrives at
pick up point
- Where is it?
- Has it arrived?
Travel in taxi to
destination
- Can I tell others?
- When do I arrive?
Arrive
- Am I at the right
place?
- Is the fee as
expected?
Pay for taxi
- Payment
- Record of taxi
- Feedback
management
It is raining
and I am late:
I call Uber
We are a group:
I will call Uber it
will be cheaper
12. 5th International Conference on Business Servitization, Granada 2016 | West, Kuenzli, Kujawski, Ouertani and Ganz
Results and analysis
CVP problem statement captures the customers problem and describes the solution
Lessons
- Focus on customer’s problem
(situation and job-to-be-done)
- More than one solution per problem
- Actors are both customers and suppliers
(some have both roles)
- Lean tool SIPOC may provide additional analysis
In essence the CVP says ”what’s in it for me?” and then shows how it is delivered
Problem description
- context specific
Solution descriptions
13. 5th International Conference on Business Servitization, Granada 2016 | West, Kuenzli, Kujawski, Ouertani and Ganz
Findings
Cross case analysis and the relevance for industrial leaders
Issue Uber Airbnb Amazon For industry leaders
Ecosystem Acts as the system integrator
and manages information
flows
Acts as the system integrator
and manages information
flows
Acts as the system integrator
and manages information
flows
Identify all actors and map
exchanges
Empathy
maps/personas
Understands the actors and
their outcomes
Understands the actors and
their outcomes
Use data to provide
additional offers
Critical to understanding the
problem and building solutions
Situation analysis Different solutions for
different situations
Different solutions for
different situations
Limited to value of time
(eg, rapid delivery)
Different situations require
different solutions
Customer
journeys
End-to-end customer
journey, relationship
maintained
End to end and support
value in the location,
relationship maintained
From buy to delivery,
relationship maintained
Consider wider definition of
customer journey
Customer value
proposition
Understand the CVP for all
actors
Understand the CVP for all
actors
Understand the CVP for all
actors
Must understand value
creation for all actors
When building IOT solutions industrial players must consider the customers context
14. 5th International Conference on Business Servitization, Granada 2016 | West, Kuenzli, Kujawski, Ouertani and Ganz
Findings
The analysis identified a number of differences compared with traditional supply chains
Ecosystems
- The new entrants understood the ecosystem, the
actors and the value exchanges
Actors
- At each step consider ”what’s in it for me”
Value creation and capture
- Often bypasses the traditional ecosystems actors
Service design
- Put the customer in the centre and the re-
engineering the process to maximize the value
Digitization and information
- This supported the decision making process and the
customer value creation
To make better decisions the business must understand the ecosystem and control information flows
Core Company
Community
Customer
Supplier
Business Ecosystem
Extended Business
Core Business
Projects/ Systems
Channel 2
Products
Unions
Sub-
Supplier B
Supplier B
Competitors
Regulators
Customer-
Partner C
Customer-
Partner B
Customer-
Partner A
Customer D
Customer C
Customer A
Customer B
Services
Channel 3
Consultant
Sub-Supplier C
Sub-Supplier A
Channel 1
Supplier A
Services
Monetary
Information
Goods
15. 5th International Conference on Business Servitization, Granada 2016 | West, Kuenzli, Kujawski, Ouertani and Ganz
Findings
A five step model with iterations was build from the service design toolbox
The analysis takes time however it builds a detailed understanding of the problem and solutions
Ecosystem
visualization
- Analysis to
identify key actors
Empathy maps /
Personas
- Describe
relationships
between the
actors
Situational
analysis
- Understand
value in the
ecosystem
Customer
journey
- Understand
value at each
stage of the
journey
Customer Value
Proposition
- Describe value
and its delivery
1
(per business model?)
1 per actor
(per situation?)
For each identified
customer
For every situation
For every situation
For every transaction
16. 5th International Conference on Business Servitization, Granada 2016 | West, Kuenzli, Kujawski, Ouertani and Ganz
Conclusions
The business must understand the ecosystem actors and the value exchange
The IOT elements are already
available today and
companies were using them
to deliver services – a new
mind set is needed to benefit
from the opportunities it
offers
The traditional value chain is no longer valid
Value flow between actors in the ecosystem need to be determined
Situational analysis is important for value creation in the ecosystem
Customer journey supports understanding customer value
17. 5th International Conference on Business Servitization, Granada 2016 | West, Kuenzli, Kujawski, Ouertani and Ganz
Recommendations
Further research and application of the process should be undertaken
More research is needed in
this area if industrial firms
are to take advantage of
their ecosystems in way like
Uber have done
How to use visuals (or other tools) to improve understanding
Ways to model ecosystems (natural systems?)
The use of the lean tool ’SIPOC’ should be investigated
The lessons need to be translated to managers can use them