the role of logistics integration process of shipping line

18
61 Pomorski zbornik 40 (2002)1, 61-78 ISSN 0554-6397 UDK 656.9:004 PREGLEDNI RAD (Review) Primljeno (Received): 01/2003 Pietro Evangelista, Ph. D. Institute for Service Industry Research (IRAT) National Research Council (CNR) via M. Schipa, 115 - 80122 Naples, Italy THE ROLE OF ICT IN THE LOGISTICS INTEGRATION PROCESS OF SHIPPING LINES Summary Due to the widespread adoption of the supply chain view by shippers, transport providers are in- creasingly required to offer global logistics service packages to better satisfy customer needs. Information and Communication Technologies (ICT) play a key role in this process, assuring the linkages between chain participants as well as a more effective control of time, cost, and quality of the service rendered. Nevertheless, introduction of ICT is not equally distributed in the industry. In case of matirime transport, shipping lines seem to be comparatively slow in implementing ICT in comparison with parcel delivery companies or large freight forwarders. The increasing importance of ICT for lo- gistics as well as for the Supply Chain Management (SCM) presents ocean carriers with two al- ternatives: either to survive in a low-cost world of transport providers or to pursue the expensive and problematic path of becoming value-added providers through an extensive use of ICT. Apart from analysing the impact of ICT on container shipping industry, this article also shows the way shipping trade is transformed from the convetional hardware-based industry into a know-how service industry. Keywords: liner shipping industry, supply chain management (SCM), information and commu- nication technologies (ICT) 1. Introduction In recent years, a growing number of manufacturers and retailers have adopted the supply chain view to manage their business. For these companies the delivery system has become an integral part of the supplied product, to the extent that trans- portation and logistics receive the same evaluation as the product itself. In this con-

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Page 1: The Role of Logistics integration process of Shipping Line

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Traditional Approach

��Each stage of the chain is seen as an independent activity

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��Horizontal integration is the main favoured strategic option

��Efficiency optimisation is fragmented

��Uncertainties in supply chain performances of other parties

��ICT mainly used for internal operations

Integrated Approach

��Business process viewed as an integrated chain of value-adding activities

��Reduction of costs of both shipper and consignee

��Vertical co-operation Vs. adversarial relationships with partners

��Reductions in direct transport costs ��Reduction of uncertainty ��ICT used for internal operations and

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Nel corso degli ultimi anni le imprese manifatturiere e della distribuzione commerciale hannofortemente accelerato la tendenza verso l’integrazione delle proprie catene logistiche con l’obiet-tivo di aumentare il valore per il cliente in termini di performance di prodotto, di costo e di tem-po. Per queste imprese, il transporto e la consegna hanno assunto una importanza rilevante al puntoche i servizi di logistici e di trasporto ricevono la stessa valutazione del prodotto stesso. In que-sto quadro, la diffusione delle tecnologie informative e della comunicazione (ICT) ha avuto unforte impatto sulla gestione delle attività logistiche divenendo un attributo determinante per ogniimpresa che intende gestire una catena logistica in maniera integrata. In presenza di questa fortespinta dal lato della domanda, le imprese fornitrici di servizi logistici e di trasporto stanno attri-buendo a queste tecnologie una rilevanza altrettanto cruciale per la gestione del loro business anchein considerazione dei guadagni di efficienza ottenibili nella produzione e nell’erogazione di taliservizi attraverso l’utilizzo delle ICT.Nel caso delle imprese di trasporto marittimo di linea, la difussione delle ICT e delle tecnologieweb implica un mutamento profondo nella gestione del business soprattutto se si considera chequeste imprese sono state meno attive nell’utilizzazione di queste tecnologie rispetto ad altre ca-tegorie di fornitori di servizi logistici.Le imprese di shipping si trovano, quindi, in una delicata fase di transizione poichè risultano sot-toposte ad una duplice spinta proveniente dalla domanda che richiede da un lato, di enfatizzaresempre più gli aspetti immateriali e informativi nella fornitura dei propri servizi e dall’altro, lafonitura di una gamma di servizi che includa sempre di più servizi logistici a valore aggiunto ri-spetto a quelli tradizionali di trasporto oceanico.Ciò sta ponendo le imprese di shipping di fronte a due diverse alternative: restare semplici fornitoridi servizi di trasporto oceanico o entrare nel mercato dei servizi logistici sviluppando strategiepiù complesse basate sull’utilizzo delle ICT.Questo articolo cerca di approfondire il ruolo che le nuove tecnologie delle informazione posso-no giocare nel processo di integrazione logistica delle imprese di trasporto marittimo di linea ele motivazioni della bassa propensione verso l’utilizzo di queste tecnologie nel settore. Nel para-

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grafo 2, è stata discussa l’importanza delle ICT nel trasporto e nel Supply Chain Management.Nel paragrafo 3, viene invece analizzato l’impatto di queste tecnologie sui processi di integra-zione delle imprese di shipping nella catena logistica. Nel paragrafo 4, è stato fornito un quadrosintetico circa l’utilizzo delle ICT e delle tecnologie Internet da parte delle principali impreseoperanti nel settore. Infine, nelle conclusioni, sono stati discusse alcune implicazioni per miglio-rare l’integrazione logistica delle imprese di shipping attraverso l’uso delle ICT.

Parole chiave: Integrazione della Catena Logistica, Imprese di Trasporto Marittimo di Linea,Tecnologie Informative e della Comunicazione