Chief sustainability officer at BT, Niall Dunne, espouses the potential for brands to achieve traceability in the supply chain through technological connectivity and innovation
Technology and big data are unleashing the power of citizens and businesses alike to create new, sustainable, ways of living, according to BT 's chief sustainability officer Niall Dunne. He predicts a world where data will allow businesses to build sustainability into their operations and help consumers make better choices about the products they buy.
"The future belongs to brands that can enable radical transparency in their supply chains," says Dunne. "In a more networked world, people start to wonder where products have come from and how they have been made and they
…show more content…
The consumer could connect with the grower 's co-operative through social media, allowing them to support and campaign for fair trade initiatives. Dunne believes that this sort of connectivity holds out the promise of complete traceability in the supply chain.
He thinks this type of approach will give businesses greater opportunities to explain how their international operations are helping developing countries. "One of the ways to ensure the customer is engaged with an organisation is to explain how you are providing a vital capability in a part of the world that wouldn 't have had the opportunity to grow and prosper if they weren 't part of the supply chain.
"Brands need to think about the world of radical transparency and remember that consumers will act locally and think globally. So organisations need to tell a local story as a global story."
Dunne says a great example of how data can help boost sustainability is a system BT has developed for the logistics industry called BT Trace. This is a cloud-based system that aggregates different types of data sources together from across the supply
In recent times, the internet revolution, the mobile device era, deregulation and globalization have changed whole ‘industry structures’ which has caused severe turbulence and uncertainty for planning. Magretta’s (2012) example of Apple’s turbulent past shows that good strategy will ensure sustainability by facilitating the right tradeoffs and the right innovation.
The recent example of NHS Supply chain was ‘Daniels Healthcare’ cooperating with NHS. These companies had a goal to find solution for more efficient way of packaging.
Firms today are pursuing ways of building up values of any significant for the consumers and the Heinz Company is no different. Therefore, Heinz looked into their supply chain management to see if they are maintaining a competitive advantage with their brands.
In short, the Big Data challenges for organizations and enterprises in today's digital age. Once mastered big data, they will have greater chances of success in today's competitive environment, the world would benefit more from the extracted information more accurately, more useful lower costs. Still the criticism revolves around Big Data, however, the field is still very new and we'll see in future Big Data will evolve like.
Ruiz, Mariapaz D. “Supply Chain: Nike, Inc.” University of Phoenix (2009) Web. 29 March 2012.
Big Data has gained massive importance in IT and Business today. A report recently published state that use of big data by a retailer could increase its operating margin by more than 60 percent and it also states that US health care sector could make more than $300 billion profit with the use of big data. There are many other sectors that could profit largely by proper analysis and usage of big data.
The brief required a complete brand analysis on a brand of our choice. A brand can be defined as a particular and unique construct that creates, communicates and sustains value for all its stakeholders through its product or services that are offered to a particular market share. We were required to critically discuss the brand identity, using Aaker’s brand identity system, and then there after continue to craft and discuss a positioning statement, followed by the brands portfolio and then to conduct a brand contact audit by applying the four Integrated Brand Contact planning steps.
Attracting focus from firms in all industries, Big Data offers many benefits to those companies with the ability to harness its full potential. Firms using small data derive all of the data’s worth from its primary use, the purpose for which the data was initially collected. With Big Data, “data’s value shifts from its primary use towards its potential future uses” (Mayer-Schonberger & Cukier, 2013, p.99) thus leading to considerable increases in business efficiency. Employing Big Data analytics allows firms to increase their innovative capacity, and realize substantial cost reductions and time reductions. Moreover, Big Data techniques can be applied to support internal business decisions by identifying complex relationships within data. However, it is also important to recognize that much of Big Data’s value is “largely predicated on the public’s continued willingness to give data about themselves freely” (Brough, n.d., para. 11). As previously discussed, much of the content of Big Data is unstructured data from social media sites etc., and so if such data were to no longer be publically available due to regulation etc. the value of Big Data would be significantly diminished.
This paper argues why both brand identity and packaging are vital to a successful marketing strategy, and that they are more powerful intertwined, than as two separate elements.
In today’s business the final consumer is often referred to as the crucial part as they decide what to purchase and companies act accordingly. That’s why even manufactur-ers more and more try to steer and guide consumers – they are a key for (future) suc-cess since controlling the consumer means controlling the entire chain of distribution.
Brand image is key to any company or business as it portrays their beliefs, values, and rank in the industry. A brand can express these qualities through how they sponsor or support events, organizations, and movements. Examining this further, Adidas also noticed that shoppers linked sustainability to innovation, (sourcing journal).This is what pushed them to partner with Parley for the Oceans for the shoes discussed above.That partnership showed that Adidas was willing to step out of their comfort zone and try a new sustainable route. But, those ocean waste shoes weren 't the only project Adidas partnered with Parley for. They reached further to expand their image for a different target
“The Big data phenomenon is driven by staggering and energizing advances in innovation. Exploiting these advances in the agricultural division could require new hierarchical linkages to be shaped – amongst suppliers and clients and among contenders.
...ablished a shared set of processes, in factory and administration, supported by a single way of formatting and storing data; and a single set of information systems which was imperative to Nestle operating efficiently in 200 countries. Nestle has been successful at developing a strong supply chain management process by not simply looking at its manufacturing operations, but all areas of business. By keeping the pro-active approach mentality, they have been able to maintain their strong supply chain management processes and offer an improved JIT delivery system without increasing costs. It also appears that they keep a great relationship going with several different types of consultants that are able to provide a non-biased view to make sure they continue optimizing their efforts and allowing them to focus on what they truly exist to do – manufacture their products.
...& MAKLAN, S. 2007. The role of brands in a service-dominated world. Journal of Brand Management, 15, 115-122.