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Supply Chain som Værdiskaber - Associate Professor Kim Sundtoft Hald
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Transcript of Supply Chain som Værdiskaber - Associate Professor Kim Sundtoft Hald
Supply chain som værdiskaberHvordan kan Supply Chain være værdiskabende frem for ”bare” et cost center?
Kim Sundtoft Hald, Associate Professor, Department of Operations Management
Netværksmøde hos CBS ØST (effektivitet.dk) Coloplast 2. september 2015
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• Introduktion til supply chain som værdiskaber.
• Værdien af supply chain services – Hvordan opsættes en model for at vurdere gevinster og omkostninger?
• Hvordan udvælges kunder, som man bør overveje et nærmere partnerskab med?
Indhold
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Educational Background� 2007 Ph.D. from the Doctoral School of Technologies of Managing, CBS.� 1996 Master in Operations Research and Economics MS (Math.Econ.) (Cand.Scient.Oecon) from Aarhus University.Current and past academic positions� 2010- Associate Professor in Operations Management, Department of Operations Management, CBS.� 2006-2010 Assistant Professor in Operations Management, Department of Operations Management, CBS.� 2003-2006 PhD Fellow, Doctoral School of Technologies of Managing, Department of Operations Management, CBS.� 2004-2005 Visiting Researcher, IMD (International Institute for Management Development), Lausanne, Switzerland.� 2002-2006 External Lecturer, CBS.� 1998-2001 Teaching Assistant, CBS.Past nonacademic positions� 2001-2003 Director, PwC Consulting (PricewaterhouseCoopers).� 1999-2001 Internal Consultant, Bang & Olufsen A/S.� 1997-1999 Senior Consultant, KPMG Consulting.� 1996-1997 Consultant, KPMG C. Jespersen.� 1990-1996 Student - University of Aarhus.� 1989-1990 The Royal Danish Guards.
Kim Sundtoft Hald
Introduktion til supply chain som værdiskaberUdfordringen
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Opgørelse og ”salg” af SCM-værdi
• Hvordan skaber vores supply chainmanagement aktiviteter værdi for vores kunder?
• Svar på dette spørgsmål er væsentligt, da det skaber mulighed for belønning. – Kræver synliggørelse. – Identificering og isolering af effekt af
egen SCM praksis på kundens processer.
– Troværdi ”opgørelse/måling”.
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Value is central in the supply chain
Værdi og VærdifunktionerHvad er værdi i en supply chain og hvordan kan den skabes?
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There are many views on value
Cost of ownershipPurchasing costs
Product value
Relationship valueNetwork value
Time
Value = - price - production costs + sales price premium + extras+ other relationships
Service value
The value of supply chain
management??
Ritter (2014)
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Value as a comparison of benefits and Sacrifices
Perceived BenefitsPerceived CostPerceived Value Ration (PVR) =
When (PVR > 1) there is a perceived payoff from the supplier relationship and thus an incentive to engage in it
Perceived Value Subtraction (PVS) =Perceived Benefits
Perceived Cost-
When (PVS > 0) there is a perceived payoff from the supplier relationship and thus an incentive to engage in it
With inspiration from Ulaga and Eggert (2005)
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PVR‐matrix – benefit per cost
NirvanaFunctionality oriented value
profile
Cost orientedvalueprofile
Dire strates
THE COST OF OWNERSHIP OF THE SUPPLY OFFERING
THE ”FUNCTIONALITY”
OF THE SUPPLY OFFERING
Based on Cox (2004)
Improved
Static
Reduced
Reduced Static Increased
X
Hvad er det for en værdiprofil vi leverer til vores kunde(r)?
Hvad er det for en værdiprofil vores kunde(r) oplever vi leverer (til dem)?
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Hvordan vælger kunden?
Outcomes given comparison level (CL)
Based on Anderson & Narus (1984, 1990)
(Value obtained) > = < (Expected value (CL))
Comparison Level for alternatives (CLALT)
(Value obtained) > = < (Alternative value (CLALT)
?
?
Comparing over Time
Comparing across the Supply Network
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Direkte funktioner
• Pris + Omkostninger• Kvalitet• Volume• Risk management
Indirekte funktioner
• Information• Innovation• Adgang• Motivation
Kundeværdi
Med inspiration fraWalter et al., 2003, 2004
LeverandørAktiviteter
(Supply chain)
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Relatinship value drivers
Ulaga., 2003
Core Benefits
Product quality
• Product performance• Product reliability• Product consistency
Delivery performance
• On‐time delivery• Delivery flexibility• Accuracy of delivery
Direct Costs
Direct product costs• “Fair” pricing• Annual price decreases• Cost reduction programs
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Core Benefits
Product quality
• Product performance• Product reliability• Product consistency
Delivery performance
• On‐time delivery• Delivery flexibility• Accuracy of delivery
Direct Costs
Direct product costs• “Fair” pricing• Annual price decreases• Cost reduction programs
Sourcing Benefits
Service support
• Product‐related services• Customer information• Outsourcing of activities
Personal interaction
• Communication• Problem solving• Mutual goals
Acquisition Costs
Suppliers ability to take out costs of the sourcing process
• Order handling costs• Inventory management costs• Incoming inspections costs
Operations Benefits
Supplier Know‐how
• Knowledge of supply market• Improvement of existing products
• Development of new products
Time‐to‐Market
• Design tasks• Prototype development• Product testing and validation
Operations Costs
Suppliers ability to take out of customers´ operations• Cost of existing products• Manufacturing process costs• Tooling and warranty costs
Adapted from Ulaga (2003) & Ulaga and Eggert (2006)
VærdimålingHvordan kan værdi af supply chain management forbedringer måles?
16Hogan (2001)
Værdien af supply chain projekter
Expected relationship value (ERV)
Influence Diagram of alpha’s Relationship with Beta.
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Variable Units Distribution function AssumptionCOSTS
Management time Hours Log‐Normal 5%‐tile placed at 10% below expected value95%‐tile placed at 50% above expected value
Engineering time Hours Log‐Normal 5%‐tile placed at 10% below expected value95%‐tile placed at 50% above expected value
Administrative time Hours Log‐Normal 5% placed at 10% below expected value95%‐tile placed at 10% above expected value
Out of stock (JIT) Dollars Custom 95% prob. of 0‐12 hours of out of stock per year5% prob. of 24–96 hours of out of stock per year
REVENUES
Price reductions % of sales Triangular Min. value = 0%; Max value of 1.2%;Most likely value = .7%
Process efficiencies % of sales Normal 5%‐tile placed at 0% improvement
Materials savings % of sales Normal5%‐tile placed at 0% improvement95%‐tile placed at 1.8%Correlation with material savings = .60
Reduced Inventory costs Dollars Triangular Min. value = 2%; Max value of 5.0%;Most likely value = 4.0%
Reduced inventory slack % of Sales Log‐Normal Mean = .8%, 95%‐tile = 1.2%
INVESTMENTS
IT for JIT Dollars Normal 5%‐tile = $120,000; 95%‐tile = 80,000
Hogan (2001)
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Hogan (2001)
Udvælgelse af kunder?
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Overvejelser om kundeprofitabilitet?
Kaplan & Cooper (1998)
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Nøgle kundeModen relation
Lav vigtighedModen relation
Nøgle kundeUmoden relation
Lav vigtighedUmoden relation
Kundens strategiske vigtighed/attraktivitet
Relationens modenhedHøj
Lav
Lav Høj
Hvor meget købes der?Hvad er potentialet?Kundens vækst?Prestige/Brand værdi?Kan kunden åbne nye markeder?Læring / teknologi ved samarbejde med kunden?
Længden af relationen?Balanceret magt?Kunden deler informationer?Der er transparens?Flere fælles projekter? Gensidige investeringer?
Overvejelser om strategisk vigtighed?
Hald (2015)
Supply chain initiativerfra leverandøren kan(måske) være med til at flytte relationensmodenhed
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Overvejelse om alignment i værdiopfattelser
Payment
Volume
Quality
Safeguard
Innovation
Information
Access
Motivation
Innovation
Motivation
Payment
Volume
Quality
SafeguardSupplier value (own evaluation)Supplier value (customer evaluation)
Customer value (supplier evaluation)Customer value (own evaluation)
Ritter & Walter (2008)
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Overvejelse om nuværende opfattet performance samt kundens prioriteter
Ulaga (2003)
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• Introduktion til supply chain som værdiskaber.
• Værdien af supply chain services –Hvordan opsættes en model for at vurdere gevinster og omkostninger?
• Hvordan udvælges kunder, som man bør overveje et nærmere partnerskab med?
Opsummering