project 3 moving to the next level: a scoping study epsrc ep/d503981/1 guiliana battisti (aston),...
TRANSCRIPT
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Project 3
Moving to the Next Level: A Scoping Study
EPSRC EP/D503981/1
Guiliana Battisti (Aston), Neil Burns (Loughborough), Delores Anon Higon (Aston), Jillian MacBryde (Strathclyde), Marek Szwejczewski
(Cranfield), Elizabeth Watson (Strathclyde)
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Structure of presentation
• Point of departure • Objectives of scoping study• Review of scoping study activity to date• Tangible outputs to date• The next few months• And beyond….
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Point of departure
Edwards et al (2004) suggest that there are three basic strategies that firms can adopt to create more value through strategic innovation:
• Increasing efficiency and effectiveness through the adoption of better practices
• Innovating to produce products or services that generate more revenue – through higher prices or larger volumes – but realised while remaining at the same position in the value chain
• Fundamentally changing position in the value chain and moving to a position where the products and services that are being delivered inherently generate more value
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Objectives of scoping study?
• gather data to check our belief that companies who do move up the value chain really do achieve productivity gains;
• deliver a first class literature review that clearly identifies gaps in knowledge in relation to value chain repositioning;
• Formulate appropriate research questions and develop a methodology and research instruments, which will allow us to address these gaps in knowledge;
• test research instruments in the field before embarking on a larger scale investigation.
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Review of scoping study activity
Workpackage Target Completion
Responsibility Comments
1. Literature review Feb 2006 MacBryde Complete
2. Stakeholder analysis March 2006 MacBryde & Szwejczewski
Complete
3. Secondary data collection and analysis March 2006 Annon & Guiliana
Ongoing
4.Development of research questions and instruments
June 2006 Burns Complete
5. Case studies Sept 2006 MacBryde & Szwejczewski
Almost complete
6. Develop Full Proposal and Write Final Report for Scoping Study
Dec 2006 MacBryde Draft completed
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What did the literature review tell us?
• There are differing views on value chain repositioning• There is very little written about the specific issues of
how SMEs reposition• There is a lack of proven tools to help firms
(particularly SMEs) assess how to move in the value chain and if it is worth moving
• There is a gap in the understanding of the connections between what can be done at the firm level to affect productivity at the national level
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What did the stakeholder analysis tell us?• There are tools and techniques within the consulting
sector, but mainly aimed at larger organisations, and few tested and validated
• A “how to” guide would be appreciated
• There was some interest in gaining an understanding of the motives that drive companies to move in the value chain
• SMEs would like more information before embarking on such a strategy – particularly what will change, and what factors are important for success
• SMEs in particular would like to see more case studies – explaining company experiences
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Tangible outputs to date
• Literature review• Conceptual framework• Initial models of Why? What? and How?• Conference paper (journal paper drafted)• Three documented case studies• Future research project drafted
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The next few months…
To establish whether there is a link between the strategy of repositioning in the value chain and productivity gains.
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Outline approach
• Define “value chain repositioning” and be able to identify companies who have, under our definition, successfully repositioned
• Investigate how other studies have established links between “a variable” and productivity
• Build a verbal model then a mathematical model• Build a spreadsheet model• Design a tool that will collect the data we need• Gather the data• Analyse the data
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Data collection issues
• Propose to look at the three sectors we already have information on from our case studies– Contract electronics manufacture– Clothing manufacture– Mechanical handling equipment
• SME focus
• Looking at companies with a similar profile
• But this may mean small sample size
• Problems with availability of secondary data
• Using both primary and secondary data
• Primary data gathered using questionnaire
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Primary data collection
• Questionnaire to establish – if they have repositioned– when– perceived effect on productivity– recognise other factors – scale and effect of other factors on productivity
• Case studies gave us the opportunity to get more in-depth information
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Secondary data
• Fame, Amadeus, Kellys, Kompass, Mintel etc.• Largely to get financial data • To help us look at productivity
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What to model?
companies timePerceived effect on productivity
prod
uctiv
ity
Num
ber
of c
ompa
nies
prod
uctiv
ity
Have repositioned
Have not repositioned
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Any Questions?