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The Digital

Supply Network
A New Paradigm for Supply
Chain Management
Gary Hanifan, Aditya Sharma
and Carrie Newberry

Connected

Scalable

Intelligent

Rapid
Digital technology is disrupting traditional operations and now every
business is a digital business. The impact on supply chain management
is particularly great. Businesses cannot unlock the full potential of digital
without re-inventing their supply chains. This Accenture Point of View
looks closely at how companies could generate higher levels of value by
re-imagining their supply chains as “digital supply networks.”

Digital technology has radically altered almost every


business. On the one hand, companies now provide
and business processes are too inflexible. Frequent
results include reams of inconsistent, redundant
Digital Technology
untold numbers of products and services with data; myriad inefficiencies; and (most important) Renders Traditional
digital capabilities or components. Smart phones
and SaaS (software as a service) are two good
huge amounts of unrealized performance potential.
Supply Chain Models
examples. On the other hand, digital technology Piecemeal digitization of Obsolete
has changed how many businesses design, source, supply chain elements is To one extent or another, digital technology is
make, move, store and service products. Consider counterproductive. Re-imagining changing how supply chains need to be organized
3-D printing, which lets companies produce parts
locally using a digital template, thereby creating
the supply chain as an integrated and managed, as well as their potential to help
easily customizable goods that can be moved to digital supply network is organizations improve market and financial
performance. Consider how, and how much,
market quickly. Another illustration is advanced essential to generating value. disruption is being driven by digital technology
visibility and analytics, which make it possible for
(Figure 1).
businesses to sense changes more quickly and Accenture recognizes that real digital
analyze data more thoroughly, thus creating new
revenue opportunities.
transformations—as opposed to digital add-ons—are Organization
a huge challenge. However, the potential growth
At a minimum, digital can engender organizational
Most companies understand how elemental these and profit-enhancement opportunities that digital
change. Take Amazon.com, Inc., which has
changes are. And many are working to introduce embodies are even larger. But for technology to
empowered its fulfillment centers by using robots
new digital capabilities into their operations. But create mammoth new supply chain opportunities,
to bring products and racks to workers. A broad
even companies that embrace these challenges a new perspective is needed: re-imagining the
rollout of this approach is expected to reduce the
often overlook the difference between traditional supply chain as a digital supply network (DSN)
processing cost of an average order by up
supply chains that have been “digitally enhanced” that unites not just physical flows but also talent,
to 40 percent and save Amazon up to $916
and truly integrated, re-invented supply chains information and finance. In a metaphorical sense,
million annually.1
whose DNA is fundamentally digital. Most people and data—as well as materials, products and
organizations, in fact, are doing the former: supplies—must travel together across the extended
They’re welding digital capabilities onto traditional enterprise. This is vastly different from traditional
Control Points
supply chains, thus creating hybrid models that or hybrid supply chains which (because they are At another level, digital can change the nature of a
combine older paper-based and newer IT-optimized never stronger than their weakest links) have less company’s control points. A good example is Tesco
processes. In effect, these organizations are trying potential to help companies develop new synergies, PLC, whose virtual Homeplus Co., Ltd supermarkets
to construct new buildings on old foundations: relate more fully to customers, rapidly reach new on the Seoul, South Korea, subway lets smartphone
re-fitting, re-wiring and re-adapting instead of markets and quickly build and scale new offerings. users scan QR codes associated with 500 health,
re-inventing. But the cards are stacked against beauty and grocery items whose images line the
them. Digital is too different. The physical footprint walls. Purchases are tallied and same-day deliveries
of modern supply chains is too vast. Traditional are made to buyers’ homes. Tesco customers enjoy
governance mechanisms huge time savings. Tesco benefits in multiple ways,
including reduced investments in store inventories
and infrastructure.2

2
Figure 1: The varying degrees to which digital technologies can disrupt traditional supply chains.

.4

Engender organization Change the nature Change the role and Shift the level of value Create or destroy
change of control points value of data creation at each stage of business and/or
the value chain operationg models

Role and Value of Data Business and Operating Models Supply chain and logistics
More impact can be associated with digital’s ability At the highest level, digital technology can constitute almost $3 trillion in
to enhance the role and value of data. The Coca- create or destroy companies’ business and/ “value at stake: the combination
Cola Company uses a methodology called Black or operating models. Think what digital did for
of increased revenues and
Book to help ensure that consumers have consistent (or to) the publishing, music, photography and
orange juice 12 months a year, even though the telecommunications industries. Less familiar may lower costs that [as a result
peak growing season lasts about three months. The be the stories of Uber, Inc. or Lyft, Inc: startups that of digital innovations] will
Black Book algorithm analyzes up to 1 quintillion seek to disrupt not just the livery business but the migrate among companies and
data points, with information linked to a profile entire way people and companies think about urban
industries from 2013 to 2022.”6
that details acidity, sweetness and other attributes. transportation. By leveraging mobile technology
By examining external factors, such as weather, to connect riders with rides, these companies are
expected crop yields and cost pressures, the looking to “make securing temporary transportation
company can formulate manufacturing plans up to as easy as booking a reservation on OpenTable or
15 months in advance.3 checking a price on Amazon.com: just another thing
you do with your smartphone.”5
Value Chain So how does this relate to supply chain
Digital also can shift the level of value management? The most important insight is not
creation at each stage of the value chain. the specific examples but the implications. On
Starbucks Corporation has concluded that one end of the supply chain continuum you have
R&D innovations don’t have to come from digital technology “enhancing” an existing business
within the organization. Almost 300 customer process, model or methodology. On the other end,
ideas—received through the company’s portal, you have a wholly re-invented way to think about
MyStarbucksIdea.com—have been incorporated and operate your supply chain. The difference is
in recent years, including free wi-fi in stores and immense. Consider Cisco Systems, Inc.’s recent
mobile payments at drive-through windows.4 pronouncement that supply chain and logistics
constitute almost $3 trillion in “value at stake:
the combination of increased revenues and lower
costs that [as a result of digital innovations] will
migrate among companies and industries from
2013 to 2022.”6

3
Figure 2: Digitalization is helping to combine traditionally distinct supply chain elements into seamless digital supply networks.

Talent Mobile Information Cloud


Digital Technologies Supply Chain Supply Chain Computing
Communications

Business

Social Physical Analytics Financial Digital Supply


Supply Chains Media Supply Chain Supply Chain Network

The Emergence of the • Mobile communications can provide real-time


support for corporate field forces (the talent
The Digital Supply
Digital Supply Network supply chain), offer a platform for store-specific Network: Connected,
Much of the “increased revenues and lower
apps that drive demand (the physical supply
chain), provide status updates on product Intelligent, Scalable, Rapid
costs” to which Cisco is referring are the result
deliveries (the information supply chain), and set Digital technology has the power to drive a
of creating flows that (along with tangible
the stage for remote payments and new buying convergence of supply chain elements. In so doing,
goods) include talent, information and financial
opportunities (the financial supply chain). it can help companies capture huge savings and
transactions. To help illustrate this point, imagine a
• Analytics can help companies analyze employee competitive advantages by fostering networked
sailing vessel in the 1700s: At that time, everything
behaviors and improve efficiency (the talent processes; optimizing the complete enterprise instead
(product, talent, information, currency) departed
supply chain), implement alerts and response of individual functions; uniting designers, suppliers,
together and arrived together. Over the centuries,
actions and assist with predictive maintenance manufacturers, distributors, logistics services providers,
those categories did not become less necessary but
(the physical supply chain), understand customer retailers and even customers; and inspiring new
their channels diverged. Today, companies might
behaviors that inspire new products, services and ways of thinking and working by enhancing visibility,
have a data center in Prague, production in Asia,
customization opportunities (the information collaboration and innovation.
invested capital in the Middle East, and employees
working worldwide. supply chain), and probe contracts to optimize Of course, not every digital capability is relevant to
procurement spend (the financial supply chain). every company. Thus there is no one-size-fits-all
Digital technology isn’t about re-uniting these
• Cloud computing can provide remote access by prescription for a digital supply network. However,
entities in a physical way. It’s about the opportunity
experts to help companies educate employees there are four distinct advantages that should be
to glean billions of dollars in new revenue and
and solve problems (the talent supply chain), associated with virtually every digital supply network:
savings by re-uniting product, talent, information
raise the contribution of partners and suppliers connected, intelligent, scalable and rapid (Figure
and currency electronically via a digital supply
through portals hosted in the cloud (the physical 3). The more these advantages are realized, the better
network. As shown in Figure 2, four of our era’s
supply chain), increase access to applications and a company’s market and financial performance is
most disruptive technologies—social media, mobile
crowd-sourcing opportunities (the information likely to be. Following is a closer look at the digital
communications, analytics and cloud computing—
supply chain), and provide end-to-end source-to- nature, role and rewards associated with connected,
set the stage for this convergence.
pay functionality (the financial supply chain). intelligent, scalable and rapid.
• Social media can help companies tap innovation
from outside the walls of the organization (the
talent supply chain), generate demand triggers Digital technology can help
for specific products and services (the physical companies mass-produce
supply chain), engender customized treatment capabilities as effectively
through social channels and targeted product
and service offerings (the information supply
as they mass-customize
chain), and showcase products to solicit early products or services.
feedback and reduce selling costs (the financial
supply chain).

4
Figure 3: A digital supply network provides four key attributes to enable a modern supply chain. Illustrated here is a retail industry example.

Rapid
• Enhanced responsiveness
Connected Advance Movable Last Mile
• Proactive prevention Shipping Suppliers Delivery
Chains
• Last mile postponement

Scalable
• Maximum efficiency Extended Transport Shopper On-spot
• Organizational flexibility Networks Cooperation Insight Selling
• Personalized experiences

Intelligent
• Actionable insights Precision Procurement Integrating Automatic Micro-
• Automated execution Pricing Mall Operations Warehouse segmenting
Cloud-based Operations Customers
• Enhanced, accelerated
innovation Transport Planning

Connected Cloud-based Collaborative Dynamic Leverage


• Real time visibility Centralized Order Planning and Inventory and External
Allocation and Scheduling Replenishment Talent and
• Seamless collaboration Execution Planning Infrastructure
• Highly evolved operating Supply Chain
models Control Tower

Ariba, Inc. is a great example of helping companies • Enhanced, accelerated innovation: Digital
get connected. Via the company’s Ariba Network, inspires and abets innovations in design,
Connected more than 1 million suppliers and 4 million users operations and customer relationships.
Connected is the foundation. Leveraging various in 190 countries work together through the cloud. Taleris America LLC, a joint venture company that
digital capabilities, connected companies enjoy As circumstances require, complete connectivity serves the airline industry, epitomizes the use of
extensive visibility, outsized influence and high (real-time visibility and collaboration) exists between digital technology to operate more intelligently.
levels of control. Connected companies interact any user and any vendor. On the cloud (and thus Taleris technology leverages predictive analytics to 1)
more fully with the entire business ecosystem. Often fully accessible) are some 1,400 catalogs and invoice analyze data from sensors installed on aircraft parts,
in real time, they can react, relate and communicate templates. The net effect is a complete and seamless components and systems and 2) make predictive
more completely with customers—diagnosing source-to-pay process. recommendations regarding aircraft maintenance
the latters’ needs and involving them in product and operations. Clients thus can turn unscheduled
planning and design initiatives. As shown in Figure maintenance into scheduled maintenance, identify
3, the connected advantage comprises: potential disruptions before they occur and recover
Intelligent more quickly from delays.8
• Real-time visibility: Supply chains become more
dynamic, secure and interactive. The connected advantage provides access to
data. Savvy companies extend their connectivity
• Seamless collaboration: Capabilities are
advantage by using digital to turn that data into
harmonized within and beyond physical
boundaries.
valuable information. The key is leveraging analytics,
Scalable
cognitive equipment and smart apps to provide
• Highly evolved operating models: Product/ the right information for decision making. This Companies often struggle to scale their supply
service functions can be altered easily to meet higher level of intelligence leads to the creation of chains up or down as circumstances require.
customers’ changing demands. an intelligent network. As shown in Figure 3, the However, smooth scalability becomes more
intelligent advantage comprises: attainable when a supply chain has been imbued
The connected advantage can result in improved
with high levels of (digitally enabled) connectivity
planning, execution and collaboration. The • Actionable insights: Advanced data analysis
and intelligence. Processes become easier to optimize
connected advantage also means that more improves decision making.
and duplicate. Errors and anomalies are simpler to
data is being captured—a starting point for the
• Automated execution: Seamless human-machine spot. Companies are better able to add or reduce
intelligent advantage. Gartner, Inc., forecasts
interactions increase operational efficiency. partners and suppliers as needed. They also may
that a 30-fold increase in Internet-connected
become more effective at targeting niche markets,
physical devices by 2020 will significantly
segments and customers. As shown in Figure 3, the
alter how the supply chain operates.7
scalable advantage comprises:
5
• Maximum efficiency: Seamless integration of
people, processes and technology.
data system, the command center’s Clear View
monitoring platform rapidly notes service-dispatch
The Way Forward:
• Organizational flexibility: Digital plug-and-
activity, thus making it possible to match the Plugging into the Digital
play capabilities make it easier to configure and
dispatch with the optimal parts location. Clear View
also considers the impact of events such as storms,
Supply Network
re-configure.
flight delays and traffic congestion on a parts Now that we have defined and explored the digital
• Personalized experiences: Channel-centric shipment, and helps customers develop contingency supply network, it is essential to touch upon how an
supply networks support customized products plans. Dell also was thinking “speed” when it organization can establish one. Directly adopting a
and services. implemented technology to analyze data collected proven digital technology may be useful, but whether
Lockheed Martin Corporation provides a great through social media. The resultant information it will help unlock the full value potential of an
example of scalability. To help streamline its helps Dell quickly spot trends and issues, and organization’s supply chain is debatable. Hence, it is
manufacturing process, reduce cycle times serves as an early warning and feedback system.10 essential to follow a systematic process to transform
and control production costs, Lockheed Martin a traditional supply chain into a digital supply
developed Digital Tapestry. This scale-focused Speed will be the currency of network. This process follows three primary steps.
innovation brings digital design to every stage the future. The further ahead 1. Envision the Power of the Network. At the
of Lockheed Martin’s production process: from outset, it is essential to define the digital supply
3-D virtual simulations for design to 3-D printing
we look, the more companies’ network vision for the organization. Since there is
technologies for prototyping and production. The processes and priorities will greater pressure on supply chains to deliver value to
result is less-expensive, more-reliable space systems need to change as fast, or the organization, the digital supply network must
created in a completely artificial environment. faster, than their products. be designed to deliver increased competitiveness.
Designers can manipulate parts or entire machines Therefore the vision should identify the specific
to see how they go together and operate. The business outcomes to be realized from the digital
system responds with a constant stream of Leveraging the Inevitable supply network. A primary input for the vision is the
automatically updated specifications.9 As this Accenture Point of View illustrates, companies new demands and services being required by the
are already embedding aspects of the digital supply digital customer, today and in 10-15 years from now.
network into their operations—making them 2. Forget Functional Excellence. Once the vision
more connected, intelligent, scalable and rapid. is defined, the next step is to conduct a value chain
Rapid But does this mean that numerous organizations
have already constructed digital supply networks?
analysis to identify the value-creating activities
that will to be at the core of the digital supply
Speed is going to be one of the future’s most And if so, wouldn’t that mean DSNs are just network. This analysis is a top down approach which
important currencies. The further ahead we look, broad conglomerations of digital capabilities consolidates all activities required to help realize the
the more companies’ processes and priorities may that help companies manage their supply chains business outcomes, regardless of their function or
well need to change as fast, or faster, than their more effectively? The answer is yes and no. process origin. The analysis will reveal the path that
products. In response, they will need to use digital the enterprise transactions take in delivering value,
On the one hand, digital supply networks are the
technology to diagnose more quickly, adjust more depicting the way work actually gets done in terms of
result of smart decisions about when, where and
rapidly and execute more efficiently. They’ll need interrelated value streams that traverse the business.
how to implement digital tools. It also is true that
accelerated access to resources, as well as the
many companies have benefited greatly from their 3. Map Your Digital Journey. With the
ability to swiftly shift resources within the company
imaginative use of digital technology. vision defined and the core activities revealed,
and across the extended enterprise. Perhaps most
important, they’ll need to rapidly increase or However, a digital supply network represents much a digital blueprint for the organization can be
decrease production levels in response to shifting more than the widespread application of technology. created. The blueprint sets the milestones for the
levels of demand. As shown in Figure 3, the rapid The difference lies in the changing nature of supply transformational journey and acts as the prioritized
advantage comprises: chain management. Simply put, the supply chain roadmap for change. The blueprint should take into
is evolving from a function concerned with the consideration the people, process, technology and
• Enhanced responsiveness: Better information governance aspects of the transformation. It should
expedient movement of materials to an inter-
and sophisticated analytics can help accelerate also outline how the convergence of the talent,
enterprise discipline whose mission is the concurrent
responses to competitors’ moves, technology physical, information and financial supply chains
optimization of materials, talent, information and
shifts, and changing demand and supply signals. into one cohesive network will deliver leapfrog
finances. So digital supply networks aren’t about
• Proactive prevention: Decision support, driven isolated improvements to discrete parts of the supply performance through a vibrant, interconnected
by predictive analytics, can increase reliability and chain. They represent the enterprise wide realization ecosystem. Finally, it should take into account the
adaptability. of outcome-focused missions like “accelerate current technology landscape and where digital
innovation,” “achieve perfect order rates” or “create technologies can be leveraged for quick wins.
• Last mile postponement: Swiftly repurposing
organizational assets helps ensure that supplies more differentiated customer experiences.” Taken together, these three steps will help identify
are aligned with evolving demands. Perhaps most important, the modern supply chain— the individual changes that need to be made and
the digital supply network—is built with digital DNA. equip the organization to establish their Digital
Speed is the essence of Dell, Inc.’s recently launched
Thus the key is re-inventing the supply chain itself— Supply Network.
global command center, which helps companies
monitor supply chain activities and make thinking differently about how to concurrently move
adjustments in real time. Linked to a geographical and optimize people, information and finances, as The modern supply chain—
well as designs, materials, parts and products. the digital supply network—is
6
built with digital DNA.
A Digital Supply Network Scenario
Modern customer expectations of a seamless • Collaborative planning and scheduling with After connected and intelligent, the scalable
shopping experience and multiple delivery options network partners provides a wide range of delivery advantage can enable organizations to increase or
drive the need for a highly integrated Supply Chain. and return options to customers. For example, decrease operations efficiently and cost effectively
To illustrate how a Digital Supply Network enables optimizing inventory holding and storage allows with minimum impact on flexibility. Retailers can
a business to exceed customer expectations, let’s for delivery within hours to a customer for a customize products and services at a store or even at
consider the shopping behaviors of Jennifer, a premium fee, or lower cost options for free. a personal level. In our retail scenario, adopting the
prototypical customer. Jennifer is a busy 34 year following capabilities would increase scalability:
• Dynamic inventory and replenishment
old wife, mother and office manager. She is the • Extending networks to an online market place
planning based on real time visibility across the
epitome of the 24/7 digital customer, blending the and physical infrastructure for a fee to a large
extended supply chains gives customers greater
convenience of subscription purchasing and online number of suppliers, to provide customers
assortment, allows faster delivery and streamlines
shopping with visits to physical stores to manage the unprecedented access to assortments. In addition,
product flows.
ever changing needs of her family. on-demand access to inventory in the supply
• Leverage external talent and infrastructure
Jennifer likes to use subscription services to manage network offers wider assortments on the fly.
is collaborating beyond customer boundaries.
recurring purchases, consolidating orders and • Transport Cooperation refers to analysis that
Leveraging social networks, interest groups or
scheduling fast shipping. At the same time, she enables sharing transport with channel partners
developing customer product development
does not hesitate to change her shopping habits to and even other retailers to boost efficiency.
forums creates a new way of innovation, and
take advantage of online catalogues and shopping
this combined with up skilling internal employees • Shopper Insight is where customer preferences
applications that highlight cost savings from
enables customer experience and service drive product mix, promotions and sales through
promotions. In addition, she seeks alternate delivery
unachievable otherwise. fast data analytics, including alerts provided to
options depending upon the category of products.
For example, she prefers non-perishable grocery items Once connected, the intelligent advantage can allow customer and in-store devices.
to be consolidated and shipped home each Saturday, organizations to derive deeper customer insights • On-spot selling includes arming in-store
perishables to be delivered to a cooler closer to work from their information and then innovate and employees with customer-specific information,
twice a week, and health and beauty items shipped automate supply chain operations to drive improved advice and upselling.
home once a month. For items such as clothing, she performance. Retailers can anticipate Jenny’s
shopping habits, and plan inventory and fulfillment With connected, intelligent operations at scale
likes to reserve them at the store before heading in to
options in line with her desires. In our retail scenario, organizations can leverage the rapid advantage for
try them on.
adopting the following capabilities would increase faster planning and execution on the move. Retailers
Jennifer’s shopping behaviors exceed the abilities can postpone production and fulfillment to rapidly
intelligence:
of most existing retail supply chains. Let’s look at respond to demand signals, and can automate
how applying the advantages of a Digital Supply • Precision pricing refers to the ability to collect decisions in response to specific triggers. In our retail
Network can allow retailers to go beyond Jennifer’s intelligence on the ground and online, perform scenario, adopting the following capabilities would
expectations. analytics and disseminate information to provide increase rapidness:
pricing specifics to the customer.
The connected advantage can allow organizations • Connected chains refers to a centralized order
to obtain real time visibility and enjoy seamless • Procurement mall is an online IT system management system, access to extended network
collaboration across the supply chain to meet and helpdesk to provide intelligent choices and collaborative transport planning, coupled with
changing customer needs. This will allow retailers for procurement and facilitate end to end automation and oversight from SC control towers.
to capitalize on the wealth of information that procurement operations on a self-service basis. These chains enable faster deliveries and enhanced
exists throughout their supply chain ecosystem, This allows merchants to access best practices customer experience.
and begin to enhance operations in response to from across the global enterprise.
• Advance shipping pre-positions supplies to
the expectations of digital customers. In our retail • Integrated operations to improve decisions the nearest delivery centers before actual orders
scenario, adopting the following capabilities would across network through actionable insights from based on forecasting through Big Data predictive
increase connectedness: data and deliver value through prime value chain algorithms.
• Supply Chain control tower coordinates strategic performance improvement.
• Movable supplies includes demand sensing
planning and execution to improve product • Transport planning based on supply side and movable warehousing capacity to bring
availability and speed of delivery through analytics, intelligence, providing cloud based industry wide products closer to the customer and help
technology enablement and cross supply chain collaboration, internal real time demand visibility reduce delivery time.
information management. For example, a control and dynamic route planning based on real time
tower enables seamless information sharing across analytics. • Last Mile delivery consolidates deliveries through
fulfillment channels, enabling transparency and analytics, automates deliveries and collaborate
• Automating warehouse operations by optimally across network, SC partners, other retailers and
flexible shipping options for the customer.
deploying smart equipment that connects people customers to expedite delivery.
• Cloud based centralized order allocation and IT systems on a real time basis, such as RFID
and execution system provides a single view enabled warehouse picking systems which improve In this scenario, the advantages of a Digital Supply
of customer orders and greater ability to match accuracy and efficiency. Network clearly help a retailer align operations with
customer’s desires on order lead time and access Jennifer’s preferences and exceed her expectations.
• Micro-segmenting customers based on The more an organization adopts these advantages to
to wider assortment.
customer behavior and social media data, to transform their supply chains to cater to customers,
improve store layouts, customized offers and the better poised the organization will be to lead the
product mix. market and serve the digital customer.
7
About the Authors References About Accenture
Gary Hanifan 1. http://www.dailytech.com/Amazon+Could+Save Accenture is a global management consulting,
Gary Hanifan is a Managing Director in Accenture +Big+on+Order+Fulfillment+with+Warehouse+Ro technology services and outsourcing company,
Strategy—Operations. He leads the Operations North bots/article33899.htm; “Amazon Adds That Robotic with more than 305,000 people serving clients in
America Practice and is based in Seattle. Gary can be Touch”, more than 120 countries. Combining unparalleled
reached at gary.hanifan@accenture.com. http://online.wsj.com/news/articles/SB100014240527 experience, comprehensive capabilities across all
02304724404577291903244796214 industries and business functions, and extensive
Aditya Sharma research on the world’s most successful companies,
2. http://en.wikipedia.org/wiki/Homeplus
Aditya Sharma is a Senior Manager in Accenture Accenture collaborates with clients to help
Strategy—Operations. He leads Accenture North 3. http://www.businessweek.com/ them become high-performance businesses and
America Digital Supply Chain and Sustainable Supply articles/2013-01-31/coke-engineers-its-orange- governments. The company generated net revenues
Chain services. Aditya is based in New York and can juice-with-an-algorithm of US$30.0 billion for the fiscal year ended Aug. 31,
be reached at aditya.e.sharma@accenture.com. 2014. Its home page is www.accenture.com.
4. http://mystarbucksidea.force.com/
Carrie Newberry 5. http://www.businessweek.com/
Carrie Newberry is a Senior Manager in Accenture articles/2014-02-20/uber-leads-taxi-industry-
Strategy—Operations. She leads the Offering and disruption-amid-fight-for-riders-drivers
Asset Development team for the Global Operations 6. http://www.cisco.com/web/about/ac79/docs/
Practice and is based in Virginia. Carrie can be innov/IoE_Economy.pdf
reached at carrie.newberry@accenture.com.
7. http://www.gartner.com/newsroom/id/2688717
8. http://www.taleris.com/about.html
9. http://www.militaryaerospace.com/articles/print/
volume-11/issue-2/news/virtual-prototyping-is-
revolutionizing-aircraft-system-design.html
10. http://www.dcvelocity.com/articles/20120924-
inside-dells-global-command-centers/, http://
groundswelldiscussion.com/groundswell/awards/
detail.php?id=699 , http://www.zdnet.com/blog/
btl/inside-dells-command-center/18595 , http://
readwrite.com/2011/07/21/how-dell-really-listens-
to-its#awesm=~oCr130NLPmYQQ2

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