DYNAMIC INTERACTION OF PRICE AND DESIGN QUALITY FOR PRODUCTS WITH CONVEX PRODUCTION COSTS

Price and design quality define value for customers and are often used by firms to position products in the marketplace. Setting price and quality level on a new product for the first time and making appropriate changes over time to these variables to reflect changing conditions in the market requires careful coordination of design, manufacturing, and marketing variables. We present a control theoretic model to study the complex interaction among price, quality, and cost during the life cycle of a product. Our model considers the major design-manufacturing-marketing tradeoffs and helps determine optimal pricing, design quality, and production strategies in a dynamic environment with convex production costs.     

A THREE-PHASE APPROACH TO INSTILLING A CONTINUOUS LEARNING CULTURE IN MANUFACTURING EDUCATION AND TRAINING

We describe a “learn-by-doing” approach that involves the following three phases designed in part to integrate management and engineering curricula and instill a continuous learning philosophy: (1) involve cross-functional teams as “process and business owners” in a replica of a real-life manufacturing/design problem (Do), (2) require teams to not only learn by doing but to then apply or implement what they have learned in phase 1 (Apply), and (3) share best practices and knowledge gained with subsequent participants (Document). These last two phases are essential and potentially the most valuable but are often ignored in the learning process. They can be accomplished either manually or through the use of an electronic bookshelf (e.g., company or school intranet), which is a database system used to collect and store templates of best practices, collective wisdom, and related information associated with learning and operational activities. We describe two of several educational packages we have developed and discuss their impact on our teaching, our students, and practitioners.     

ON-LINE QUALITY MANAGEMENT: INTEGRATION OF PRODUCT INSPECTION AND PROCESS CONTROL

A growing recognition that quality management is an important factor in defining a firm's competitive position has led to renewed attention to this function and has resulted in implementation of elaborate systems for on-line quality control comprising product inspection and process control. Traditionally, these functions have been treated independently, with very little interaction. In this paper we examine, in detail, a scheme that integrates the two functions, and we demonstrate that such an approach can result in significant cost savings. The motivation for this work comes from our experience in a wafer fabrication facility that suggested that exchange of quality information between different stages of production could result in significant performance improvements. To illustrate this approach, we consider a specific environment characterized by a single-stage continuous production process whose status is monitored by an X̄ control chart. We assume that quality-related costs may be described as a function of the process output. This is analogous to Taguchi's quality loss function and may be interpreted as a generalization of conventional classification of process output as either acceptable or defective units. The integrative scheme essentially relies on utilization of the process status information (based on process control) in making product inspection decisions. For this system we derive a cost model and develop a solution procedure to determine optimal decision parameters. Limited computational results indicate that the scheme has significant potential for reducing quality-related costs.     

THE IMPACT OF PRODUCT RECOVERY ON LOGISTICS NETWORK DESIGN

Efficient implementation of closed‐loop supply chains requires setting up appropriate logistics structures for the arising flows of used and recovered products. In this paper we consider logistics network design in a reverse logistics context. We present a generic facility location model and discuss differences with traditional logistics settings. Moreover, we use our model to analyze the impact of product return flows on logistics networks. We show that the influence of product recovery is very much context dependent. While product recovery may efficiently be integrated in existing logistics structures in many cases, other examples require a more comprehensive approach redesigning a company's logistics network in an integral way.     

Communicating Coffee Culture through the Big Screen: Starbucks in American Movies

Abstract

This paper examines Starbucks product placement in American movies. The portrait of Starbucks images in movies not only serves a promotional purpose, but also as a way of communicating coffee culture through the big screen. Content analysis and semiotic approaches are employed to examine the coffee culture that is communicated through American movies. Seven American movies from 1998 to 2008 which include Starbucks product placement are included in the content analysis while semiotic theories are applied to the 1998 movie You've Got Mail. The findings suggest that, through the movies, Starbucks attempts to establish the image of an upscale cosmopolitan coffee chain and a coffee culture that represents a vigorous American middle-class lifestyle.     

A NUMERICAL ANALYSIS OF CAPACITATED POSTPONEMENT

Customer satisfaction can be achieved by providing rapid delivery of a wide variety of products. High levels of product variety require correspondingly high levels of inventory of each item to quickly respond to customer demand. Delayed product differentiation has been identified as a strategy to reduce final product inventories while providing the required customer service levels. However, it is done so at the cost of devoting large production capacities to the differentiation stage. We study the impact of this postponement capacity on the ability to achieve the benefits of delayed product differentiation. We examine a single‐period capacitated inventory model and consider a manufacturing system that produces a single item that is finished into multiple products. After assembly, some amount of the common generic item is completed as non‐postponed products, whereas some of the common item is kept as in‐process inventory, thereby postponing the commitment to a specific product. The non‐postponed finished‐goods inventory is used first to meet demand. Demand in excess of this inventory is met, if possible, through the completion of the common items. Our results indicate that a relatively small amount of postponement capacity is needed to achieve all of the benefits of completely delaying product differentiation for all customer demand. This important result will permit many firms to adopt this delaying strategy who previously thought it to be either technologically impossible or prohibitively expensive to do so.     

LIABILITY AS A CATALYST FOR PRODUCT STEWARDSHIP

Product stewardship is the set of practices related to reducing risks from chemical and process hazards in a company's supply chain. This paper develops an economic framework for evaluating supply chain liability as a driver for adopting product stewardship. Companies that outsource production may face residual liability for damages from use of their products, when liabilities are large enough to exceed supply chain partners' assets. The resulting potential liabilities can be mitigated through product stewardship. This paper shows that extended supply chain liabilities provide incentives for investing in reducing environmental hazards throughout the supply chain.     

THE VALUE OF SKU RATIONALIZATION IN PRACTICE (THE POOLING EFFECT UNDER SUBOPTIMAL INVENTORY POLICIES AND NONNORMAL DEMAND)

Several approaches to the widely recognized challenge of managing product variety rely on the pooling effect. Pooling can be accomplished through the reduction of the number of products or stock‐keeping units (SKUs), through postponement of differentiation, or in other ways. These approaches are well known and becoming widely applied in practice. However, theoretical analyses of the pooling effect assume an optimal inventory policy before pooling and after pooling, and, in most cases, that demand is normally distributed. In this article, we address the effect of nonoptimal inventory policies and the effect of nonnormally distributed demand on the value of pooling. First, we show that there is always a range of current inventory levels within which pooling is better and beyond which optimizing inventory policy is better. We also find that the value of pooling may be negative when the inventory policy in use is suboptimal. Second, we use extensive Monte Carlo simulation to examine the value of pooling for nonnormal demand distributions. We find that the value of pooling varies relatively little across the distributions we used, but that it varies considerably with the concentration of uncertainty. We also find that the ranges within which pooling is preferred over optimizing inventory policy generally are quite wide but vary considerably across distributions. Together, this indicates that the value of pooling under an optimal inventory policy is robust across distributions, but that its sensitivity to suboptimal policies is not. Third, we use a set of real (and highly erratic) demand data to analyze the benefits of pooling under optimal and suboptimal policies and nonnormal demand with a high number of SKUs. With our specific but highly nonnormal demand data, we find that pooling is beneficial and robust to suboptimal policies. Altogether, this study provides deeper theoretical, numerical, and empirical understanding of the value of pooling.     

INTEGRATED COMPONENT AND SUPPLIER SELECTION FOR A PRODUCT FAMILY

This paper examines the reduction in complexity of a product family through product design. By leveraging the commonalities among products in a family, the decision support methodology presented in the paper helps choose components and suppliers that minimize the sum of design, procurement, and usage costs. The problem of integrated component and supplier selection is conceptualized and formulated as an integer-programming model. Analysis of the model yields two properties, complete and continuous replacement, which form the basis of a heuristic procedure. Computational tests show that the heuristic provides results close to the optimal solution and can be used for selecting components and suppliers. Application of the model to an industrial problem is discussed.     

FROM BUYER TO INTEGRATOR: THE TRANSFORMATION OF THE SUPPLY‐CHAIN MANAGER IN THE VERTICALLY DISINTEGRATING FIRM

Using case study data, we describe how a large personal computer manufacturer changed its supply‐chain management strategy after outsourcing the majority of its design and manufacturing activities to a network of focused suppliers. To cope with this new structure, the firm created highly skilled generalists, “supply‐chain integrators,” who coordinate product development, marketing, production, and logistics from product concept to delivery across firm boundaries. We particularly focus on the skill‐set that characterizes these integrators. Finally, we use the case evidence, combined with previous theory, to suggest a specific program of research into coordinating product development across disaggregated supply chains.