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Gestione Di Diversi International Manufacturing Network Per Diverse Product Line Evidenze Empiriche Da Un Caso Studio Multiplo Nel Settore Degli Elettrodomestici

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Gestione Di Diversi International Manufacturing Network Per Diverse Product Line Evidenze Empiriche Da Un Caso Studio Multiplo Nel Settore Degli Elettrodomestici UNIVERSITÀ DEGLI STUDI DI UDINE Dottorato di Ricerca in Ingegneria Industriale e dell’Informazione Ciclo XXIV Dipartimento di Ingegneria Elettrica, Gestionale e Meccanica Tesi di Dottorato di Ricerca Gestione di diversi international manufacturing network per diverse product line Evidenze empiriche da un caso studio multiplo nel settore degli elettrodomestici Dottorando: Michela Parussini Relatore: Chiar.mo Prof. Ing. Alberto Felice De Toni Anno Accademico 2011/12 INDICE INDICE DELLE FIGURE .............................................................................................. V INDICE DELLE TABELLE.......................................................................................... IX SINTESI DELLA RICERCA ........................................................................................ XI RESEARCH ABSTRACT .......................................................................................... XIII INTRODUZIONE ....................................................................................................... XV PARTE I - ANALISI DELLA LETTERATURA ......................................................... 1 INTRODUZIONE ALL’ANALISI DELLA LETTERATURA ........................................ 3 1 ORIGINI ED EVOLUZIONE DELLA LETTERATURA SUGLI INTERNATIONAL MANUFACTURING NETWORK .................................................. 7 1.1 DA INTERNATIONAL BUSINESS A INTERNATIONAL MANUFACTURING .................................................................................................. 7 1.2 DALL’INTERNATIONAL MANUFACTURING AGLI INTERNATIONAL MANUFACTURING NETWORKS ............................................................................ 9 1.3 INTRA-FIRM E INTER-FIRM INTERNATIONAL MANUFACTURING NETWORKS............................................................................................................. 10 2 CLASSIFICAZIONE E DISCUSSIONE DEI PRINCIPALI CONTRIBUTI PRESENTI IN LETTERATURA .................................................................................. 13 2.1 INTRODUZIONE ........................................................................................... 13 2.2 INTERNATIONAL MANUFACTURING STRATEGY ................................. 14 2.2.1 STRATEGIE DI COSTRUZIONE E GESTIONE DI UN NETWORK MANIFATTURIERO: IL CONTRIBUTO DI FERDOWS (2009) ......................... 14 2.3 INTERNATIONAL MANUFACTURING NETWORK CONFIGURATION . 17 2.3.1 PLANT PERSPECTIVE .......................................................................... 17 2.3.2 NETWORK PERSPECTIVE ................................................................... 20 2.4 INTERNATIONAL MANUFACTURING NETWORK COORDINATION ... 28 2.5 CLASSIFICAZIONE DEI PRINCIPALI FRAMEWORK PRESENTI IN LETTERATURA ...................................................................................................... 33 2.6 PRINCIPALI GAP RILEVATI NELLA LETTERATURA ............................. 34 PARTE II – METODOLOGIA DI RICERCA .......................................................... 37 3 METODOLOGIE DI RICERCA NEL CAMPO DELL’OPERATIONS MANAGEMENT .......................................................................................................... 39 3.1 INTRODUZIONE ........................................................................................... 39 3.2 APPROCCI E METODOLOGIE DI RICERCA .............................................. 40 3.2.1 SURVERY RESEARCH .......................................................................... 41 3.2.2 CASE STUDY RESEARCH .................................................................... 42 3.2.3 ACTION RESEARCH ............................................................................. 48 3.2.4 MODELLING AND SIMULATION (MODELLAZIONE QUANTITATIVA) ................................................................................................ 48 4 METODOLOGIA UTILIZZATA E DESIGN DELLA RICERCA......................... 51 4.1 FORMULAZIONE DELLE DOMANDE DI RICERCA ................................. 51 4.2 SELEZIONE DELLA METODOLOGIA UTILIZZATA E DESIGN DELLA RICERCA ................................................................................................................. 52 4.2.1 SELEZIONE DEI CASI STUDIO ............................................................ 53 I 4.3 PROCESSO DI RACCOLTA DATI E PROTOCOLLO DI RICERCA ............57 4.3.1 STRUMENTI DI RACCOLTA DATI ..................................................... 57 4.3.2 PROTOCOLLO DI RICERCA ................................................................ 57 PARTE III – IL SETTORE DEGLI ELETTRODOMESTICI E L’AZIENDA ELECTROLUX........................................................................................................... 61 5 IL SETTORE DEGLI ELETTRODOMESTICI: ORIGINI E SVILUPPO DEI PRINCIPALI PRODOTTI ............................................................................................ 63 5.1 INTRODUZIONE............................................................................................63 5.2 ELETTRODOMESTICI BIANCHI .................................................................64 5.2.1 APPARECCHIATURE PER LA COTTURA .......................................... 64 5.2.2 APPARECCHIATURE PER LA REFRIGERAZIONE............................ 65 5.2.3 APPARECCHIATURE PER IL LAVAGGIO .......................................... 68 5.2.4 LE APPARECCHIATURE AD INCASSO: IL “BUILT-IN” .................... 73 5.3 ASPIRAPOLVERE E PICCOLI ELETTRODOMESTICI ...............................74 5.4 ELETTRODOMESTICI PROFESSIONALI ....................................................75 6 LE CARATTERISTICHE DEL SETTORE DEGLI ELETTRODOMESTICI ....... 77 6.1 LA GLOBALIZZAZIONE E L’ENTRATA DI NUOVI COMPETITOR NEL SETTORE ..................................................................................................................77 6.2 STRATEGIE E CARATTERISTICHE DEI PRINCIPALI COMPETITOR .....77 6.2.1 SPOSTAMENTO DELLA PRODUZIONE VERSO LE REGIONI LOW COST ................................................................................................................ 77 6.2.2 I PROTAGONISTI DELLO SCENARIO COMPETITIVO MONDIALE 78 6.2.3 LA SITUAZIONE DELL’INDUSTRIA EUROPEA ................................ 82 6.3 IL RUOLO DELLA GRANDE DISTRIBUZIONE ..........................................83 6.4 IL SETTORE DEI PROFESSIONAL PRODUCTS .........................................85 7 ELECTROLUX: STRUTTURA E STRATEGIE ................................................... 87 7.1 AREE DI BUSINESS E STRUTTURA ORGANIZZATIVA ...........................87 7.1.1 LA RICERCA DI SINERGIE GLOBALI E IL “GLOBAL OPERATIONS GROUP” ............................................................................................................... 88 7.2 LINEE STRATEGICHE DI ELECTROLUX A LIVELLO GLOBALE ...........92 7.2.1 PRODUCT STRATEGY ......................................................................... 92 7.2.2 BRAND STRATEGY .............................................................................. 93 7.3 INTERNATIONAL MANUFACTURING STRATEGY DI ELECTROLUX ..95 7.3.1 RISTRUTTURAZIONE DELLA MANUFACTURING FOOTPRINT .... 96 7.3.2 IL LANCIO DELL’ELECTROLUX MANUFACTURING SYSTEM ..... 99 PARTE IV – RICERCA EMPIRICA....................................................................... 103 8 CASO STUDIO A – ELECTROLUX LAUNDRY EUROPE .............................. 105 8.1 INTRODUZIONE.......................................................................................... 105 8.2 CARATTERISTICHE DEI PRODOTTI E DEI MERCATI ........................... 106 8.3 STRATEGIE MANIFATTURIERE E MANUFACTURING FOOTPRINT .. 108 8.3.1 STRUTTURA E CARATTERISTICHE DEL NETWORK PRODUTTIVO .............................................................................................................. 108 8.3.2 GESTIONE DELLA PRODUZIONE ESTERNALIZZATA .................. 113 8.3.3 IL DOUBLE BUSINESS CONCEPT E I SUOI IMPATTI SULLE STRATEGIE MANIFATTURIERE .................................................................... 115 8.4 ANALISI DEL CASO STUDIO PILOTA ...................................................... 116 9 CASO STUDIO B – ELECTROLUX REFRIGERATION EUROPE .................. 119 9.1 INTRODUZIONE.......................................................................................... 119 II 9.2 CARATTERISTICHE DEL PRODOTTO E DEI MERCATI ........................ 119 9.3 CARATTERISTICHE DEL NETWORK MANIFATTURIERO ................... 121 9.3.1 TIPOLOGIE DI PRODOTTI REALIZZATE ......................................... 123 9.4 GESTIONE DELLE PRODUZIONI ESTERNALIZZATE ........................... 126 9.5 ANALISI DEL CASO STUDIO .................................................................... 128 10 CASO STUDIO C – ELECTROLUX FLOOR CARE & SMALL APPLIANCES 133 10.1 INTRODUZIONE ..................................................................................... 133 10.2 CARATTERISTICHE DEL SETTORE FLOOR CARE & SMALL APPLIANCES A LIVELLO MONDIALE .............................................................. 133 10.3 ELECTROLUX FLOOR CARE & SMALL APPLIANCES SECTOR ...... 134 10.3.1 CENNI STORICI SUL SETTORE FLOOR CARE DI ELECTROLUX . 134 10.3.2 CARATTERISTICHE E STRATEGIA DI PRODOTTO ....................... 137 10.3.3 STRATEGIE DI OFFSHORING E OUTSOURCING ............................ 138 10.3.4 GESTIONE DEL NETWORK PRODUTTIVO INTERNO ED ESTERNO . ............................................................................................................... 141 10.4 ANALISI DEL CASO STUDIO ...............................................................
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