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2INNOVATION New Supply Chain Business Dr KeynoteKeynote 2INNOVATION New Supply Chain Business http://anderson.ascet.com Dr. David L. Anderson Accenture Models – The Opportunities Dr. Hau Lee Stanford University and Challenges Recent developments in supply chain management offer the cific changes companies are making to their potential not just to cut costs but also to generate new revenues business models as they move along that continuum. Forgiving some overlap, we and higher profits. The remaining challenge is to link these novel believe they can be categorized into four approaches together to garner the competitive rewards of a areas: design for supply chain by supply synchronized supply chain. chains; e-marketplaces; collaborative manu- facturing; and integrated fulfillment. We will finish with some thoughts on bringing these A casual reader browsing the three editions offs” or “outsourced” are only painting part four developments together to synchronize of ASCET might be tempted to conclude that of the picture. In Figure 1, we show a useful the supply chain. little has changed. Isn’t success basically a approach to capturing all aspects of a busi- matter of excelling at design, manufactur- ness model. Design for Supply Chain ing, procurement, and logistics and then Clearly, business models must change, by Supply Chains synchronizing all these supply chain activi- particularly in today’s rapidly evolving busi- Creating collaborative cross- ties together? ness climate. Companies find themselves company processes to design However, closer review demonstrates with a difficult choice, accepting the status products that meet the market’s how rapidly supply chain management has quo, and risking competitive stagnation or need – and can be quickly and matured. Our original lead article concerned redefining their business model, a journey efficiently produced. key concepts such as supplier relationship fraught with potential disaster. Despite the The following are strategies to consider: management, supply chain compression, inherent difficulties, many leading compa- • Customer-Driven Design collaborative design, and planning. By the nies are making radical changes to their core • Collaborative Design second edition, the explosion of e-commerce logic of value creation. • Leveraging R&D Assets methods such as e-design, e-mediaries, As they do so, we consider them to be As innovation rates accelerate and product Web-based planning, and e-fulfillment was advancing on the continuum shown in life cycles shorten, organizations face rising giving life to these ideas. Figure 2, which serves as a road map to the research and development (R&D) costs and We have always warned that these change journey. Maximizing the value of a decreasing time in which to recoup them. changes go beyond iterative process any supply chain involves first integrating Since 1993, for example, the R&D expendi- improvements and herald entirely new supply chain operations within the company ture of the top 20 pharmaceutical companies ways of conducting business. This year, itself, for instance, making sales and logis- has more than doubled, and it is forecast to we are at a point of evolution that allows tics operate together with the customer in double again by the year 2005. So companies us to examine the new business models that mind. The second step requires collabora- are increasingly sensitive to three key met- are emerging. tion with vendors and customers, for exam- rics: speed-to-market; speed-to-volume; and First, let’s be clear about what we mean ple, on shared forecasts. The final level is time-to-profit. by a “business model.” Succinctly put, a synchronization of the supply chain into one Shifting design from a departmental and business model is an organization’s core logical enterprise, operating it as a fully- sequential process to a cross-company and logic for creating value in a sustainable way. linked and optimized capability from suppli- concurrent one has been discussed for sev- For profit-making enterprises, that means ers to customers. eral years. But using traditional product data how it makes money over the long haul – not This article will take a closer look at spe- management systems and exchanging engi- just the most recent quarter. That means more than an approach to Dr. David L. Anderson is a managing partner in the Accenture Supply Chain Management practice and a pricing, more than a value proposition, and leading expert on new supply chain business models. more than an organizational form. So busi- Dr. Hau Lee is the Kleiner Perkins, Mayfield, Sequoia Capital Professor of Management Science and ness models described as “free through the Engineering, and Professor of Operations, Information, and Technology at the Graduate School of Business at Internet,” “competing on quality,” “spin- Stanford University. Special thanks to Stuart Roach for his research assistance in producing this paper. 14 • The ASCET Project KeynoteKeynote neering data with suppliers has proved diffi- ers – collaborate in the product development TechEx.com offers an online forum designed cult, slow, and geographically limited. and design process. Typically this means around three types of qualified participants, Flawed coordination between teams, sys- that one member of the supply chain checks namely licensing professionals from tems and data incompatibility, and complex with others on the feasibility of a design – its research institutions, venture capitalists, approval processes are common. Too often potential manufacturability and serviceabil- and corporate licensing professionals capa- the result is late product introductions, dis- ity, the availability of components, and any ble of bringing early stage inventions to mar- traction of high-value staff, quality prob- possible revisions or improvements. ket. The latter two groups establish a confi- lems, or supply chain complications. Unfortunately, previous technology solu- dential profile describing the licensing However rapid advances in the design tions have struggled to affordably and con- opportunities that interest them. Then tools are driving companies forward in three sistently support such integrated teams. But research institutions, owning the technology distinct directions. the universal, low-cost, real-time linkage of for out-license, describe their technologies the Internet, combined with relevant process to the extent that they consider non-confi- Customer-Driven Design changes, can now help to avoid many of the dential. TechEx then employs research and In this strategy, customers become far more disconnects, time delays, and hand-off licensing professionals to match opportuni- integral to the design process, making issues that occur. ties with the relevant parties. designs more relevant to the needs of the For instance Adaptec, a semiconductor Yet2.com, by contrast, has enlisted corpo- marketplace. manufacturer, uses Extricity software to con- rations and government agencies from a For instance, Fiat involved a group of key nect with its manufacturing partner TSMC in wide array of fields. Companies joining customers in the conceptual design of the Taiwan, its assembly partner ASAT in Hong yet2.com commit to offering their technol- next generation Fiat Punto. Through a Kong, and Seiko in Japan. During product ogy for license or sale exclusively on Web-based survey, 3,000 customers development, chip designers send chip yet2.com’s website. Potential buyers can effectively co-designed a car on-screen by design data and diagrams to the partners for quickly search the site for intellectual prop- selecting from various styles and features. both simulated and real-world testing. The erty and patents relevant to their own organ- The software tracked the steps that results highlight potential improvements ization. Licensing such solutions gives customers took when evaluating and that are relayed to Adaptec. Since the immediate access for significantly lower selecting options. Over 30,000 pages of such process can be quickly iterated in real time, investment than an R&D program of their data gave insight into how customers the time-to-product-introduction is drasti- own. To date, Yet2.com has signed up a vari- prioritized various criteria and directly cally reduced. ety of major corporations including Boeing, influenced styling and concept designs. All the major public e-markets, such as Siemens AG, and Toyota that represent over Another idea is tightly linking design deci- Covisint, e2Open, Converge, and Exostar 10% of global R&D exspenditures. sions to the actual sales behavior of real cus- recognize “collaborative design” capabilities tomers. Zara, a $2 billion Spanish retailer of as a crucial part of their future offerings. E-Marketplaces women’s fashion, analyses data right from Exostar is an aerospace & defense e-market- Using Web-based marketplaces as a the shop floor on a daily basis. Collaborative place spearheaded by BAE Systems, Boeing, fast-track mechanism to a tightly sessions between the store manager, central Lockheed Martin, and Raytheon. It provides, synchronized supply base. planners, and suppliers then guide design as an example, features such as demand The following are strategies to consider: decisions. Allied with a less than 15-day planning, real-time design collaboration, • Industry Vertical Marketplaces manufacturing cycle and twice-a-week store product life cycle management, easy identi- • Private Exchanges replenishment, results have been impres- fication of qualified sources, order tracking, • Horizontal Aggregators
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