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www.cranfield.ac.uk/som
THE NEXT INDUSTRIAL REVOLUTION
How E-commerce is transforming B2B
Professor Michael Bourlakis
Head of the Logistics, Procurement &
Supply Chain Management Group
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• Cranfield School of Management
• Logistics, Procurement & Supply Chain Management Group
• White Paper
Presentation
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Cranfield School of Management….. • 50th birthday (2017)
• MSc / PhD / DBA programmes
• Two 5* hotels on campus
• An Airport too!
Cranfield School of Management is one of the largest
postgraduate management schools in Europe
Privileged to work very closely with industry
Cranfield School of Management is ranked amongst the top
business schools for customised executive development.
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World-class research in Logistics, Procurement & Supply Chain Management.
• One of the Largest groups of faculty in Europe specialising in the management of logistics, procurement and supply chain management
• One of the largest, longest-established MSc programmes in Logistics and SCM
• Anniversary in 2017: 35 years!
• Led the way in development of Agile Supply Chain thinking
• Major centre of excellence for taught programmes for graduates and executives
• No 1 outside North America in the world among universities teaching logistics (2017, SCM World Chief Supply Chain Officer Survey)
© Cranfield University 2018 4
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B2B Cross- Border E-Commerce Phenomenon
• E-Commerce, Digitalisation, Globalisation of markets
• Flexible, agile and responsive supply chains
• B2B customers are gradually shifting to online activities
• B2B customers expect an “Amazon like” experience
• Significant increase in the next few years ($1.2 trillion [est.], Forrester Research)
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How we Analysed this Phenomenon
• Extensive desk research
• Numerous secondary data sources
• Company reports & websites, consulting & trade reports, books, trade periodicals
• Interviews with key stakeholders
• Qualitative, thematic analysis
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Major Barriers & Challenges
• Exchange rates, customs & duties, less developed infrastructures
• Transport networks need to be very agile
• New business mindset, mentality and culture is needed
• New skills from employees (IT-related, supply chain analytics)
• Some sectors will adapt quicker (e.g. fashion, apparel)
• Hard for large firms competing with agile, start-up companies
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B2B Customer Journey Features: Core Categories
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Archetypes of B2B Companies
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Key Features of B2B Archetypes Key Features Novice Intermediate Innovators
e-procurement portal
Customized portal functionality for key customers
Machine learning
Artificial intelligence
Virtual reality functionality
Cloud technologies
Search Engine Optimization (SEO)
Data analytics functionality embedded
Business intelligence mining
Mobile/Tablet enabled website
Automation of activities
Data protection and security
Secure online payment system
Integration of platform with ERP systems
Integration of platform with operations systems
Active presence on social media
Platform is scalable
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Simple & Powerful search engine on website
Online support interactive support team
Mega menus
Website usage tutorials
Video libraries
Detailed product catalogues with categories
Competitor Cross Reference
Real-time stock availability check
Real time/online tracking and visibility of shipments
Customer relationship management (CRM) features
Product customization
Favorites/Frequently purchased list maintained
Price transparency & immediacy
Price optimization
Configure-price quote (CPQ)
Dynamic pricing
Commercial credit
Taxing and custom calculation
Foreign currency payments accepted
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Key Features of B2B Archetypes (3)
Omni channel touch points managed
Web rooming (look online buy in store)
Seamless Integration
Click and collect options
Ship from store options
Focus on last mile delivery to customer
Focus on the customer experience
Shipping options
Quotation services for transport alternatives
Delivery windows options
Cross border shipping management
Flexible returns and cancellation policy
Loss and damage protection
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• W.W. Grainger
• MSC
• Ferguson
• International Haas Automation
• Kloeckner & Co.
• Krones Group
• Van de Velde
• Manufacturing, plumbing, steel, luxury fashion etc.
Examples of Active B2B companies in Cross-Border E-commerce
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• Seamless Integration following Omni Channel approach
• Digital Infrastructure Readiness: flexible, scalable, front & back offices integrated
• Client-based Customization
• Customer Experience & Customer Service: Key Differentiator
• Business Intelligence (Data & Tools) & different skills, business mindset
• Synchronisation of Logistics
• Express logistics firms can support B2B companies
This Transformation requires:
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• Personalised content, transparent pricing, interactive and detailed product
content, multiple touch points and e-commerce automation [Novice]
• Search Engine Optimisation to increase visibility, customer-based
personalisation (pricing / product customisation), integration with ERP systems,
flexible payment and delivery options [Intermediate]
• Emphasis on Differentiation (content marketing, product videos, product reviews
with social media integration) & Excellent Processes (front and back end
integration, order tracking etc.) [Innovator]
B2B Companies need to consider:
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Thank you!
© Cranfield University 2018 16
Professor Michael Bourlakis
Head of Logistics, Procurement & Supply Chain
Management Group
Cranfield School of Management
Cranfield, Bedford, England, MK43 0AL.
Tel: +44 (0)1234 758561
Email: m.bourlakis@cranfield.ac.uk
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