In an interview with Wharton@Knowledge, information and technology professor Hau L. Lee of Stanford University's Graduate School of Business shared ideas about supply chain agility and transformation. His comments about agility are especially relevant today because, as he points out, agile supply chains are the ones that win when "there is an external disturbance and companies respond accordingly -- when their competitors cannot do so...." Today we are in just such an economic environment, and tomorrows winners are locking in market share today.
Lee also points out the need to move beyond pure agility to offer transformed solutions that substantially change the nature of your supply chain value proposition with your trading partners. For those companies operating throughout Asia, Lee believes that the importance of transformed solutions "is even more important because the needs for customisation and solutions are even higher due to the diversity in needs and capabilities."
Here is an excerpt from this insightful interview:
"The first thing companies should do is to ensure that the supply chain is done well. That means eliminating waste, removing inefficiencies, and not having any value-added activities. However, all this is purely a margin improvement exercise. Often times, what we have found is that once a good process is in place, it will enable companies to respond to the different needs of their customers. And these are where the opportunities lie. Any time there is an external disturbance and companies respond accordingly -- when their competitors cannot do so -- they will be able to grab that market share. Once they gain market share, it is very hard for competitors to grab it back. Essentially, companies should try and be responsive, through using the supply chain process, to take advantage of unexpected events. This is what agility is about.
"It is not just a question of unexpected events, however. In being agile, companies which have many customers with different needs and geographies, will realise they can serve more customers with more customised solutions. Those solutions will allow them to reach out to markets that they have not been able to reach out to before. The next stage is to think about what the customer needs. Is it just the product or is there a way that they want certain things done? For instance, let’s say I am a cement company and my customers buy cement from me. The customers need cement not because they want to store it at home but because they are constructing something. So, can I do something that would make their construction easier? Can I help them buy other things and put these together for them? That is what 'transformed solutions' are about.
"I think the more mature companies will go down the path of providing more complete solutions. As start-ups, most companies have a single product and they will want to make that well and efficiently. But mature companies must evolve for that is the way to create intimacy and stickiness with the customer, making it harder for them to switch loyalties. Once companies provide complete solutions, for example by helping customers design and manage projects, it is harder for customers to make that switch."
The complete interview can be read here.