Buyers and Sellers Evolving into Collaborators

 

By Larry Lapide, VP of Research Operations, Business Applications, AMR Research

Most of the discussion and early implementations of inter-enterprise electronic trading partnerships have focused on business-to-business e-commerce through the automation of transactions using EDI. This is not the same as collaboration, a higher form of e-commerce involving joint planning and scheduling. Trading partnerships evolve in three stages, often starting with a transactional stage and moving toward information sharing. Collaboration, the third stage, will usually follow, building upon transactional and information-sharing infrastructures.

All three forms of electronic commerce—transactional, information sharing, and collaborative—can improve supply chain performance, such as reducing costs, improving asset utilization, and increasing customer service and revenues.

Transactional Relationships
The growth in the use of computers for e-commerce has primarily been driven around automating the buying and selling process using standardized ANSI-based transactions to represent, for example, purchase orders (POs), invoices, advanced shipment notices (ASNs), load tendering and acknowledgments, and freight invoices and payments. Companies usually transmit transactions over proprietary intranets and commercial Value Added Networks (VANs). Some are starting to look at the Internet as a more affordable mechanism.

EDI-based transactional relationships have grown dramatically over the last decade because users can get almost immediate benefits from automating their execution activities. The use of EDI facilitates business transactions, improves accuracy, eliminates paperwork, and reduces costs. It improves performance in execution, but has negligible impact on supply chain planning and scheduling.

Information Sharing
Following the automation of transactions, the next trading partnership established involves information sharing or data exchange. Under this arrangement a partner is given access to information or one partner transmits information to the other. Wal-Mart’s RetailLink system, for example, allows its suppliers to have access to a database of store-level POS data. In the automotive industry, tier-suppliers are sent a forecast of an OEM’s material requirements to help them schedule plant operations, while some OEMs also electronically transmit design and component specification information to tier suppliers. A newer form of information sharing involves electronic catalogs.

The major difference in information-sharing relationships in contrast to collaboration is that information is sent on an FYI (for-your-information) basis, since the recipient uses the data on an “as-is” basis. The information might include order status and forecasts, shipment track and trace, product designs, and inventory information. This information is immensely useful in improving supply chain performance, helping to ensure that trading partner supply/demand plans are synchronized.

Collaboration: Joint Planning and Action
While information sharing relationships go a long way toward enabling supply/demand synchronization, they do little to help reduce the uncertainty faced by trading partners in determining future product supply/demand. To further enhance a buyer–seller relationship, some trading partners are moving toward more collaborative relationships. These efforts enable partners to work together to gain a better understanding of future product demand and to put more realistic plans in place to most effectively satisfy it. In the case of working collaboratively on consumer requirements, trading partners might work jointly on new product designs and forecasting consumer demand. Working collaboratively to match supply with demand would have trading partners jointly deciding on how much and when product will be produced. Inter-enterprise collaboration, while in its infancy, offers the most potential to drastically improve supply chain performance via collaborative demand planning,
logistics planning, synchronized production scheduling, package design, category management, and new product development.