Jesús Rivas, Tutor Professor at Bureau Veritas University Center for Financial Management for the International MBA , tutor of Master's Final Projects in the Master's Degree in eLearning and Educational Technology and Tutor Professor of internships in the Official Master's Degree in Comprehensive Logistics .
Several decades have passed since one of the masters of strategy and competitive advantage, Michael Porter, established core concepts such as value system or value chain, among others.
Its fundamentals remain valid, but - among the primary activities that make up the value chain of any business organization - logistics has been growing in importance in all its manifestations: inbound logistics , outbound logistics and reverse logistics .
This leads us to wonder why, in the development of instagram data business planning, the various subsystems that make up the general system called the company are extensively developed, but logistics is diluted, like a sugar cube in coffee, by several of them (for example, in operations or in marketing). Increasingly, the independence of logistics as a differentiated subsystem is being conceived.
The Internet has literally blown up the traditional scheme of value chains and, following the master Porter, if we want to be truly competitive, that is, if we want to make a difference compared to our competitors and for this to be properly perceived by our potential clients, we must abandon the idea that the way to compete and, therefore, to create competitive advantage, is done indoors .
Today, large corporations are becoming increasingly aware that what is happening is a competition between value systems that reinforce the value of the link in the chain where our business organization is embedded. Therefore, our ability to compete and build what makes us different is developed outside the doors ( outdoor ).
From all these considerations it can be clearly deduced that our brand image and the policies that are intended to be developed in this regard ( branding ) will increasingly be critically linked to that –until now- secondary actor “fitted” into the four -or seven, according to doctrines- P's of the marketing mix .
Kotter, an authority on change management, talks about the sense of urgency in the transformations that must take place in organizations. Well, from this blog, I encourage companies to look at the logistics dimension of their respective structures with different eyes and to be aware that logistics is our executive arm and that customer satisfaction will depend on its effectiveness and efficiency.
Global organisations such as Amazon and Zara's online store are well aware of this, to name just two of the many successful cases in logistics management that is fully integrated into their brand image. They know that if their logistics fail, the entire business model fails: here, as you can see, there are no half measures. Let's take care of our logistics strategy.