文档介绍：Mapping the Value Chain:
A Roadmap works
Professor Charles Fine
Massachusetts Institute of Technology
Sloan School of Management
Cambridge, Massachusetts 02142
May 2001

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Excerpts from
1. Fruit Flies & Temporary Advantage
2. Value Chain Design & 3-DCE
3. eBusiness Phenomena:
Business Model Innovation
Value Chains:
A fruit fly example
Mapping the Value Chain:
A Roadmap works
Evolution in
the industrial world:
INFOTAINMENT is faster than
MICROCHIPS is faster than
AUTOS evolve faster than
AIRCRAFT evolve faster than
MINERAL EXTRACTION
THE KEY TOOL:
Cross-INDUSTRY
Benchmarking
of Dynamic Forces
Value Chain Design in a Fast-Clockspeed World: Study the Industry Fruitflies
Evolution in
the natural world:
FRUITFLIES
evolve faster than
MAMMALS
evolve faster than
REPTILES
THE KEY TOOL:
Cross-SPECIES Benchmarking
of Dynamic Forces
Cisco’s End-to-End Integration for its Fulfillment Value Chain
Cisco
Customers
Contract
Manufacturers
Component
Suppliers &
Distributors
• New product development on-line
with supply base
• Technology Supply Chain Design:
Innovation through Acquisition
• Single enterprise information system
• Dynamic replenishment, direct fulfillment, merge in transit
• Customer orders through Cisco Connection online
Finished Product flows direct to customer via logistics supplier
Order info
flows direct to
Cisco and suppliers
Cisco’s Strategy for
Technology Value Chain Design
Integrate technology around the router to be work provider.
2. Leverage acquired technology with
- sales muscle and reach
- end-to-end IT
- outsourced manufacturing
- market growth
3. Leverage venture capital to supply R&D
Volatility Amplification in the Supply Chain:“The Bullwhip Effect”
Customer
Retailer
Distributor
Factory
Tier 1 Supplier
Information lags
Delivery lags
Over- and underordering
Misperceptions of feedback
Lumpiness in ordering
Chain accumulations
SOLUTION