Professional Documents
Culture Documents
Some material in this presentation is based on: Fine, Charles. Clockspeed: Winning Industry Control
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Value Chains and
Supply Chains
Supply Chains Value Chains
Order fulfillment
System Design
-Transportation -Disintegration
-Quantity accuracy -Dependence
-Timing accuracy -Capability development
“The Physics of Flow”
“The Biology of Evolution”
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Dynamic Analysis to Support
Corporate
Strategy Regulatory
Dynamics Policy
Dynamics Industry
Technology
Structure
Customer Dynamics
Dynamics
Preference
Dynamics
Capital Business
Market Cycle
Dynamics Dynamics
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The Three Chains of Enterprise Design:
Supply Design
Develop
3-D Voice
Concurrent of the
Engineering Launch Customer
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Supply Chain Design in a Fast-Clockspeed World:
Evolution in Evolution in
the natural world: the industrial world:
FRUITFLIES INFOTAINMENT is faster than
evolve faster than MICROCHIPS is faster than
MAMMALS AUTOS evolve faster than
evolve faster than AIRCRAFT evolve faster than
REPTILES MINERAL EXTRACTION
THE KEY TOOL: THE KEY TOOL:
Cross-SPECIES Cross-INDUSTRY
Benchmarking Benchmarking
of Dynamic Forces of Dynamic Forces
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Intel
IBM
Intel Inside
Microsoft
The Outcome:
A phenomenonally successful product design
A disastrous value chain design (for IBM)
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LESSONS FROM A FRUIT FLY:
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VALUE CHAIN DESIGN:
Three Components
1. Insourcing/OutSourcing
(The Make/Buy or Vertical Integration Decision)
2. Partner Selection
(Choice of suppliers and partners for the chain)
Buzz Groups
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HIGH-
SUPPLIER
DIMENSIONAL
MARKET
COMPLEXITY
POWER
PRESSURE TO PRESSURE TO
ORGANIZATIONAL DIS-INTEGRATE INTEGRATE
RIGIDITIES PROPRIETARY
SYSTEM
PROFITABILITY
Source: Fine, Charles, and Daniel Whitney. “Is the Make-Buy Decision Process a Core Competence?" MIT Center for
Technology, Policy, and Industrial Development, February 1996. Used with permission.
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BUZZ GROUPS: THE DOUBLE HELIX
IN OTHER INDUSTRIES
IN OTHER INDUSTRIES
• TELECOMMUNICATIONS--
– “MA BELL” was Vertical /Integral
– BABY BELLS & LONG LINES & CELLULAR are
Horizontal/Modular
– Today’s Verizon is going back to Vertical /Integral
• AUTOMOTI�VE--
– Detroit in the 1890’s was Horizontal/Modular
– Ford & GM in the mid 1900’s were Vertical /Integral
– Today’s Auto Industry is going back to Horizontal/Modular
• TELEVISION--
– RCA was Vertical /Integral
– 1970’S THROUGH 1990’S were Horizontal/Modular
– Today’s media giants are going back to Vertical /Integral
• BICYCLES--
– Safety Bikes to 1890’s boom to Schwinn to Shimano Inside
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INDUSTRY CLOCKSPEED IS A COMPOSITE:
THE THE
Mobile Phone Mobile Phone
product technology
THE MANUFACTURING
Mobile Phone COMPANY
organization
PRODUCTION
PROCESS
process technology
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Mobile Phone System CLOCKSPEED is a mix of
Automobile
Buzz Groups
Clockspeed drives
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BUSINESS
Project
STRATEGY
Design &
& CORE
Tactical
CAPABILITIES
Decisions
3-D Concurrent Engineering &
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Supply Logistics
Detailed Product/ Unit Production Chain
System & Coord
Design Processes System Architecture
Architecture System
Objectives Sourcing
Specs Technology Information
Modular/ Systems Selection
Materials Equipment Inventory
Integral People Relationship Integration
Functions Life Cycles Capacity
Development Fulfillment
& Tech. Chains Supply Chain
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Controlling the Chain Through Distribution:
Customers
Retailer
P&G
Retailer
Retailer
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Controlling the Chain Through Distribution:
Customers WalMart
Retailer
Retailer
P&G
Retailer
Web Site
PC Maker
Chip maker Semiconductor
Developer
Equipment
Maker
In-Vehicle
Automobile
Telematics
Vehicle
Services
System
Electronics
Architecture
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ALL COMPETITIVE ADVANTAGE
IS TEMPORARY
Autos:
Ford in 1920, GM in 1955, Toyota in 1990
Computing:
IBM in 1970, DEC in 1980, Wintel in 1990
World Dominion:
Greece in 500 BC, Rome in 100AD, G.B. in 1800
Sports:
Bruins in 1971, Celtics in 1986, Yankees no end
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E R
TOM
S E
CU ALU TION
V SI
O
PROJECT R OP
CORE P
CAPABILITIES DESIGN
(New products,
new processes,
new suppliers)
COR
POR
VALU ATE
PRO E
POS
ITION
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Strategy
Product Architecture,
Time, Space, Availability Manufacturing System,
Make/Buy components
Make/Buy processes
VALUE CHAIN
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ARCHITECTURES IN 3-D
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VALUE CHAIN ARCHITECTURE
Cultural, Electronic
INTEGRAL MODULAR
IN
TE Microprocessors
GR Lucent
AL Mercedes Polaroid
& BMW Nortel
vehicles
Chrysler
MSFT Windows vehicles Cisco
MO
D UL Digital Rights/
AR Dell PC’S
Music Distribution
Bicycles
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@ Dell
Demand Management:
Forecast = Buy = Sell
Buy to Plan, but Build to Order
• Inventory Velocity is a wonderful thing …
Dimensions
discounting
–Direct OEM-Customer Relationships
(& Data!)
–Information Transparency
Ideas adapted from Prof. John Paul MacDuffie, IMVP (International Motor
Vehicle Program at MIT) and The Wharton School of the University of Pennsylvania
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BUT,
• Personal • Car
Computer • ~ 4000 components
• ~50 components • 100 key subsystems
• 8-10 key parts • 300 key suppliers
• 40 key suppliers • 12 month validation
• 24 hour burn-in • 1,000,000
• 100 design variations
variations • Integral
• Modular Architecture
Architecture
Ideas adapted from Prof. John Paul MacDuffie, IMVP (International Motor
Vehicle Program at MIT) and The Wharton School of the University of Pennsylvania
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Strategic Sourcing as a Driver of Dynamic Evolution
Distinguish between
Dependence Independence
Amount of Amount of
Work Work
+ Outsourced
knowledge + + Done In-house
knowledge +
+/or supply +/or supply
Supplier Amount of Internal Amount of
Capability Supplier Capability Internal
Learning Learning
+ +
Technology Dynamics in the Aircraft
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Industry:
Japanese
+ appeal as
subcontractors U.S. firms’
appeal as
subcontractors
Japanese + +
Boeing outsources
Industry
Autonomy to Japan
(Mitsubishi Inside?)
+
Japanese U.S.
industry industry
size & size &
+
capability
- capability
SOURCEABLE ELEMENTS
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PROCESS ELEMENTS
ENGINEERING
ASSY
TEST
CONTROLLER
I4 V6 V8
VALVETRAIN
PRODUCTS
BLOCK
SUBSYSTEMS
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INDEPENDENT FOR
DEPENDENT FOR
KNOWLEDGE & INDEPENDENT FOR
KNOWLEDGE
DEPENDENT FOR KNOWLEDGE & CAPACITY
ITEM IS INTEGRAL ITEM IS MODULAR
& CAPACITY
CAPACITY
A BEST OVERKILL
POTENTIAL OUTSOURCING IN
OUTSOURCING OPPORTUNITY VERTICAL
TRAP INTEGRATION
Adapted from: Fine, Charles, and Daniel Whitney. “Is the Make-Buy Decision Process a Core Competence?" MIT Center
for Technology, Policy, and Industrial Development, February 1996. Used with permission.
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casting clay
casting clay
process
Capability Chain
Supply Chain Management Quality assurance NVH engineering R&D
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VALUE CHAIN DESIGN IS
KEY SUB-COMPETENCIES:
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PROCESS FOR
BOEING
-Technology Value Chain
-Competence Chain
3. Dynamic Chain Analysis
at each node of each chain map
4. Identify Windows of Opportunity
CASE EXAMPLES
Team Exercise:
Value Chain Analysis
Consider one of these five industries (or one of your own):
-Food
-Defense aircraft
-Automobiles
-Handheld electronic organizers/communicators
-Music
What are the key elements in the value chain?
What are the key dynamic processes
influencing power in the chain?
What are the key dependency relationships in the value chain?
What is driving the clockspeed in the chain?
What are the opportunities for outsourcing ?
What are the windows of opportunity in the chain?
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Dynamic Analysis to Support
Corporate
Strategy Regulatory
Dynamics Policy
Dynamics Industry
Technology
Structure
Customer Dynamics
Dynamics
Preference
Dynamics
Capital Business
Market Cycle
Dynamics Dynamics
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Volatility Amplification in the Supply Chain:
Information lags
Delivery lags SOLUTIONS:
Over- and underordering Countercyclical Markets
Misperceptions of feedback Countercyclical Technologies
Collaborative channel mgmt.
Lumpiness in ordering (Cincinnati Milacron & Boeing)
Chain accumulations
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Supply Chain Volatility Amplification:
CISCO SYSTEMS
Bonus Question:
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BUZZ GROUPS
Corporate
Strategy Regulatory
Dynamics Policy
Dynamics Industry
Technology
Structure
Customer Dynamics
Dynamics
Preference
Dynamics
Capital Business
Market Cycle
Dynamics Dynamics
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