Embracing Sustainability Information Technology and the Strategic Leveraging of Operations in Third Party Logistics
Literature Review
2013
Rebecca Milliner
Student Number: 125 461 74
29/03/2013
Embracing Sustainability Information Technology and the Strategic leveraging of operations in third party logistics (“Operations-as-Marketing”)
Review of the Article
The aim of this article was to establish a strong foundation for the use of information technology and strategic leveraging of operations in business, with a focus on third party logistics. A great deal of background research on key concepts was provided showing that there is a strong correlation between the success of corporate sustainability and information technology.
The article starts off by introducing the latest concept for competitiveness which is sustainability. Business exists because of the demand by consumers for their products or services which is why competitive resources are needed. Previously the consumer has been over looked with a focus being on cost reductions in the value chain. However it has now been realised that increased firm performance can be linked to the consumer and sustainability processes. The paper puts forward the concept of “Operations-as-Marketing” and constructs to mediate strategic IT investments. Firms will gain a greater competitive advantage by internalising an in depth knowledge of its consumers.
The paper takes a perspective from Third Party Logistics (3PL) as it is already a very consumer focused industry and strategic outsourcing is a result of increased use of IT systems. In this era 3PL offer clients with competitive advantage beyond the normal transportation and warehouse services to; freight forwarding, information-based (supply chain management) support such as network management and enterprise resource planning interface, and financial based services such as freight billing and auditing.
The paper than goes onto discuss the theoretical background behind; corporate sustainability and lean production, The “Operations-as-Marketing” concept, and the role
2013
Rebecca Milliner
Student Number: 125 461 74
29/03/2013
Embracing Sustainability Information Technology and the Strategic leveraging of operations in third party logistics (“Operations-as-Marketing”)
Review of the Article
The aim of this article was to establish a strong foundation for the use of information technology and strategic leveraging of operations in business, with a focus on third party logistics. A great deal of background research on key concepts was provided showing that there is a strong correlation between the success of corporate sustainability and information technology.
The article starts off by introducing the latest concept for competitiveness which is sustainability. Business exists because of the demand by consumers for their products or services which is why competitive resources are needed. Previously the consumer has been over looked with a focus being on cost reductions in the value chain. However it has now been realised that increased firm performance can be linked to the consumer and sustainability processes. The paper puts forward the concept of “Operations-as-Marketing” and constructs to mediate strategic IT investments. Firms will gain a greater competitive advantage by internalising an in depth knowledge of its consumers.
The paper takes a perspective from Third Party Logistics (3PL) as it is already a very consumer focused industry and strategic outsourcing is a result of increased use of IT systems. In this era 3PL offer clients with competitive advantage beyond the normal transportation and warehouse services to; freight forwarding, information-based (supply chain management) support such as network management and enterprise resource planning interface, and financial based services such as freight billing and auditing.
The paper than goes onto discuss the theoretical background behind; corporate sustainability and lean production, The “Operations-as-Marketing” concept, and the role
Bibliography: Collier, D. & Evans, J. (2013). OM4 (4th ed.) Mason OH: South-Western Cengage learning. Jeffers, P.I. (2009). Embracing Sustainability, Information Technology and the Strategic leveraging of operations in third party logistics. Journal of Operations and Production Management, 30, 260-287. Doi 10.1108/01443571011024629