Before submitting the following, it is clear that concepts are being presented only for those who do not know and they are very useful in undertaking or completing a new business.
Antes de presentar lo siguiente, cabe dejar claro que sólo se están presentando conceptos para quienes no los conocen y que son muy útiles a la hora de emprender o de realizar un nuevo negocio.
The
value chain, also known as
value chain analysis, is a concept from business management that was first described and popularized by
Michael Porter in his 1985 best-seller,
Competitive Advantage: Creating and Sustaining Superior Performance.
[1][edit]Concept
[edit]Firm Level
A value chain is a chain of activities for a firm operating in a specific industry. The business unit is the appropriate level for construction of a value chain, not the divisional level or corporate level. Products pass through all activities of the chain in order, and at each activity the product gains some value. The chain of activities gives the products more added value than the sum of added values of all activities. It is important not to mix the concept of the value chain with the costs occurring throughout the activities. A diamond cutter can be used as an example of the difference. The cutting activity may have a low cost, but the activity adds much of the value to the end product, since a rough diamond is significantly less valuable than a cut diamond. Typically, the described value chain and the documentation of processes, assessment and auditing of adherence to the process routines are at the core of the quality certification of the business, e.g.
ISO 9001.
[edit]Activities
The value chain categorizes the
generic value-adding activities of an organization. The "primary activities" include: inbound
logistics, operations (production), outbound
logistics, marketing and sales (demand), and services (maintenance). The "support activities" include: administrative infrastructure management, human resource management, technology (R&D), and
procurement. The costs and
value drivers are identified for each value activity.
[edit]Industry Level
An industry value chain is a physical representation of the various processes that are involved in producing goods (and services), starting with raw materials and ending with the delivered product (also known as the supply chain). It is based on the notion of value-added at the link (read: stage of production) level. The sum total of link-level value-added yields total value. The French Physiocrat's Tableau économique is one of the earliest examples of a value chain. Wasilly Leontief's Input-Output tables, published in the 1950's, provide estimates of the relative importance of each individual link in industry-level value-chains for the U.S. economy.
[edit]Significance
The value chain framework quickly made its way to the forefront of management thought as a powerful analysis tool for
strategic planning. The simpler concept of
value streams, a cross-functional process which was developed over the next decade,
[2] had some success in the early 1990s
[3].
The value-chain concept has been extended beyond individual firms. It can apply to whole
supply chains and
distribution networks. The delivery of a mix of
products and
services to the end customer will mobilize different economic factors, each managing its own value chain. The industry wide synchronized interactions of those local value chains create an extended value chain, sometimes global in extent. Porter terms this larger interconnected system of value chains the "value system." A value system includes the value chains of a firm's supplier (and their suppliers all the way back), the firm itself, the firm distribution channels, and the firm's buyers (and presumably extended to the buyers of their products, and so on).
Capturing the value generated along the chain is the new approach taken by many management strategists. For example, a manufacturer might require its parts suppliers to be located nearby its assembly plant to minimize the cost of transportation. By exploiting the upstream and downstream information flowing along the value chain, the firms may try to bypass the intermediaries creating new
business models, or in other ways create improvements in its value system.
Value chain analysis has also been successfully used in large Petrochemical Plant Maintenance Organizations to show how Work Selection, Work Planning, Work Scheduling and finally Work Execution can (when considered as elements of chains) help drive Lean approaches to Maintenance. The Maintenance Value Chain approach is particularly successful when used as a tool for helping Change Management as it is seen as more user friendly than other business process tools.
Value chain analysis has also been employed in the development sector as a means of identifying poverty reduction strategies by upgrading along the value chain
[4]. Although commonly associated with export-oriented trade, development practitioners have begun to highlight the importance of developing national and intra-regional chains in addition to international ones
[5].
The Supply-Chain Council, a global trade consortium in operation with over 700 member companies, governmental, academic, and consulting groups participating in the last 10 years, manages the
Supply-Chain Operations Reference (SCOR), the
de facto universal reference model for
Supply Chain including Planning, Procurement, Manufacturing, Order Management, Logistics, Returns, and Retail; Product and Service Design including Design Planning, Research, Prototyping, Integration, Launch and Revision, and Sales including CRM, Service Support, Sales, and Contract Management which are congruent to the Porter framework. The
SCOR framework has been adopted by hundreds of companies as well as national entities as a standard for business excellence, and the US DOD has adopted the newly-launched
Design-Chain Operations Reference (DCOR) framework for product design as a standard to use for managing their development processes. In addition to process elements, these reference frameworks also maintain a vast database of standard process metrics aligned to the Porter model, as well as a large and constantly researched database of prescriptive universal best practices for process execution.
[edit]Value Reference Model
A Value Reference Model (VRM) developed by the global not-for-profit Value Chain Group offers an open source semantic dictionary for value chain management encompassing one unified reference framework representing the process domains of product development, customer relations and supply networks.
The integrated process framework guides the modeling, design, and measurement of business performance by uniquely encompassing the plan, govern and execute requirements for the design, product, and customer aspects of business.
The Value Chain Group claims VRM to be next generation
Business Process Management that enables value reference modeling of all business processes and provides product excellence, operations excellence, and customer excellence.
Six business functions of the Value Chain:
- Research and Development
- Design of Products, Services, or Processes
- Production
- Marketing & Sales
- Distribution
- Customer Service
Cadena de Valor
La
cadena de valor empresarial, o
cadena de valor, es un modelo teórico que permite describir el desarrollo de las actividades de una organización empresarial generando valor al cliente final descrito y popularizado por
Michael Porter en su obra
Competitive Advantage: Creating and Sustaining Superior Performance'.'1[editar]Actividades primarias
Las actividades primarias se refieren a la creación física del producto, su venta y el servicio postventa, y pueden también a su vez, diferenciarse en sub-actividades. El modelo de la cadena de valor distingue cinco actividades primarias:
- Logística interna: comprende operaciones de recepción, almacenamiento y distribución de las materias primas.
- Operaciones (producción): procesamiento de las materias primas para transformarlas en el producto final.
- Logística externa: almacenamiento de los productos terminados y distribución del producto al consumidor.
- Marketing y Ventas: actividades con las cuales se da a conocer el producto.
- Servicio: de post-venta o mantenimiento, agrupa las actividades destinadas a mantener, realzar el valor del producto, mediante la aplicación de garantías.
[editar]Actividades Secundarias
Las actividades primarias están apoyadas o auxiliadas por las también denominadas 'actividades secundarias':
- Infraestructura de la organización: actividades que prestan apoyo a toda la empresa, como la planificación, contabilidad y las finanzas.
- Dirección de recursos humanos: búsqueda, contratación y motivación del personal.
[editar]El marco de la cadena de valor
La cadena de valor enseguida se puso en el frente del pensamiento de gestión de empresa como una poderosa herramienta de análisis para
planificación estratégica. Su objetivo último es maximizar la creación de valor mientras se minimizan los costos. De lo que se trata es de crear valor para el cliente, lo que se traduce en un margen entre lo que se acepta pagar y los costos incurridos por adquirir la oferta. Sin embargo, la práctica ha demostrado que la reducción de costos monetarios tiene también un límite tecnológico, pues en ocasiones ha afectado también la calidad de la oferta y el valor que ésta genera. Por ello el pensamiento sistémico en este aspecto ha evolucionado a desarrollar
propuestas de valor, en las que la oferta se diseña integralmente para atender de modo óptimo a la demanda.
La cadena de valor ayuda a determinar las actividades o
competencias distintivas que permiten generar una
ventaja competitiva, concepto introducido también por
Michael Porter. Tener una ventaja competitiva es tener una rentabilidad relativa superior a los rivales en el sector industrial en el cual se compite, la cual tiene que ser sustentable en el tiempo. Rentabilidad significa un margen entre los ingresos y los costos. Cada actividad que realiza la empresa debe generar el mayor posible. De no ser así, debe costar lo menos posible, con el fin de obtener un margen superior al de los rivales. Las Actividades de la cadena de valor son múltiples y además complementarias (relacionadas). El conjunto de actividades de valor que decide realizar una unidad de negocio es a lo que se le llama estrategia competitiva o estrategia del negocio, diferente a las estrategias corporativas o a las estrategias de un área funcional. El concepto de
subcontratación, outsourcing o externalización, resulta también de los análisis de la cadena de valor.
El concepto ha sido extendido más allá de las organizaciones individuales. También puede ser aplicado al estudio de la
cadena de suministro así como a
redes de distribución. La puesta a disposición de un conjunto de
productos y
servicios al
consumidor final moviliza diferentes actores económicos, cada uno de los cuales gestiona su cadena de valor. Las interacciones sincronizadas de esas cadenas de valor locales crean una cadena de valor ampliada que puede llegar a ser global. Capturar el valor generado a lo largo de la cadena es la nueva aproximación que han adoptado muchos estrategas de la gestión. A base de explotar la información que se dirige hacia arriba y hacia abajo dentro de la cadena, las compañías pueden intentar superar los intermediarios creando nuevos modelos de negocio.
