WEEK 12
e-Supply Chain: Customer-Facing and
Internal e-Services
Synopsis
Readings
This first article discusses the future of customer-facing e-Service
applications, and their relationship to CRM, and is very frank in its discussion and
criticisms of previous CRM approaches. The article also seems to have some similar
philosophies as those in the Case Study below (Tektronix).
Customer-Facing e-Services
(Required) Fingar, P., “Customer Care: Through the e-Commerce Looking-Glass”
From “E-Commerce Applications: Customer Care,” Enterprise E-Commerce, Meghan-Kiffer Press, Tampa, FL, 2000.
If you would like an opinion from the marketing side of this issue,
the below link discusses the issues of processes of a real-time marketing system.
(Optional) Melmon, R., “Real-Time Marketing Versus One-to-One Marketing,” The Regis McKenna Group.
http://www.mckenna-group.com/realtime/rt/map/go/melmon02.html
This article has some interesting examples of (a) humans that are
integrated into the digital "sensing" network to improve , and (b) technology
that makes inventory into intelligent objects, in order to manage it better.
Inventory Management
(Required) Cross, K., “The Wearable Warehouse,” Business 2.0, March 6, 2001.
http://www.business2.com/content/magazine/indepth/2001/02/26/26990
(Required) Please see case study below.
Related Readings – Not Required
Customer Relationship Management
Kalakota, R., and M. Robinson,
“Transforming Customer Contact into Revenue: Selling-Chain Management,”
e-Business 2.0, Addison-Wesley, Boston, MA, 2001, p. 203-238.
CRM Project
“Real-Time Marketing Versus One-to-One Marketing”
http://www.mckenna-group.com/realtime/rt/index.html
E-Commerce @ Bush Boake Allen (Case Study), Harvard Business School Publishing
http://www.hbsp.harvard.edu/hbsp/prod_detail.asp?601061
Peypoch, R., The Case for Electronic Business Communities, Business Horizons, September
15, 1998
http://www.hbsp.harvard.edu/hbsp/prod_detail.asp?BH042
Inventories
Breiner, A., Food Logistics, “Streamline Inc.: Management System Reduces Order Pick Time,” June 1998.
http://www.foodlogistics.com/archives/1214.html (You may have to register for a free account.)
Breiner, A., Food Logistics, “WMS Provides Ingredients of Recipe for Success,” Food Logistics, January/February 1999.
http://www.foodlogistics.com/archives/1813.html (You may have to register for a free account.)
Songini, M., “Just-In-Time Manufacturing,” Computerworld, Novembe 20, 2000.
http://www.computerworld.com/cwi/story/0,1199,NAV65-665_STO54131,00.html
Fisher, M.L., A. Raman, and A.S. McClelland, "Rocket Science Retailing is Almost Here: Are You Ready?" Harvard Business Review, July-August 2000, p. 115-124.
http://www.hbsp.harvard.edu/hbsp/prod_detail.asp?
Abernathy, F. H., J. T. Dunlop, J. H. Hammond, and D. Weil, “Control Your Inventory In a World of Lean Retailing,” Harvard Business Review, November-December 2000, p. 169-176.
http://www.hbsp.harvard.edu/hbsp/prod_detail.asp?00601
Enterprise Resource Planning
Austin, R. D., “Enterprise Resource Planning (ERP),” Technology Note, Harvard Business School Publishing, 6-699-020.
Austin, R. D., "Cisco Systems, Inc.: Implementing ERP," Case Study, Harvard Business School Publishing, 6-699-022.
Baker, S., and Hamm, S., “Enterprise Software,” Businessweek Online, October 25, 1999.
Davenport, T.H., "Putting the Enterprise into the Enterprise Syhstem," Harvard
Business Review, July-August 1998, p. 121-131.
Jabobs, R., and D. C. Whybark, Why ERP?: A Primer on SAP Implementation,
Irwin/McGraw-Hill, 2000.
http://www.pom.edu/ERP/
ManufacturingSystems.com
http://www.manufacturingsystems.com/
Case
Tektronix, Inc.: Global ERP Implementation
Overview
When Carl Neun started his new position as CFO of Tektronix, Inc., in 1993, he knew he had his work cut out for him. With increasing global competition, deteriorating information systems performance, and suffering financial performance, Neun believed that the company's future success depended upon being able to simplify and restructure its operations. To attempt to achieve this objective, Tektronix integrated its three divisions across the globe via an ERP system.
Questions (FOR CONSIDERATION AND DISCUSSION -- YOU DO NOT NEED TO HAND THEM IN)
1. What operational performance dimensions were important in this simplifying and restructuring of operations?
2. What underlying philosophies and principles drove the restructuring of operations?
3. What were the strategic flexibility dimensions that Tektronix focused on in implementing their ERP system?
4. Who were the customers
of the new services provided by the ERP project? How were quality and customer