Bent Dreyer

Uncertainty, flexibility, and sustained competitive advantage

Flexibility is assumed to be one of the most important requirements for firms to survive and prosper in turbulent and unpredictable environments. In this article, we first define the concept of flexibility, showing that there are, in fact, several different types of flexibility, e.g., supply, production, and product assortment flexibility. A longitudinal study designed to overcome difficulties encountered in previous empirical studies based on the resource view of strategy found that different, balanced forms of flexibility are required for firms to cope in uncertain, turbulent environments. Finally, the article discusses the theoretical and practical implications of flexibility.

A simulated recall study in five major food sectors

Purpose – This study aims to investigate the effectiveness of current traceability systems in five food sectors: dairy, fish, red meat, fruit and vegetable, and grain. Products were bought within Norway, with national and international origins.Design/methodology/approach – The method used structured interviews and questionnaires at each link in the production and supply chain of 30 products in order to discover the ability to identify the origin of product, the size of batches used during production, the potential product and process information available and the estimated time of recall in an emergency situation.Findings – The results showed that it was possible to trace 53 percent of the products bought through their supply chains to their origin. The results demonstrated that mixing transformations create challenges for traceability that are more severe than other types of transformations. Company motivation is an important factor in creating the conditions for a successful tracing event.Social implica...

Coping with unpredictable supply: the role of flexibility and adaptation

Purpose – This paper aims to address how firms cope when input due to primary uncertainty is unpredictable, and thus timely and adequate supply to customers are impossible to guarantee.Design/methodology/approach – Two sets of data are applied to capture uncertainties, flexibilities and adaption strategies amongst suppliers and producers respectively.Findings – The findings show that flexibility is a prerequisite to cope when faced with unpredictable supply. Flexibility comes in many forms. They are partly firm‐specific and can be conceived as a valuable resource.Research limitations/implications – The present study is limited to one industry only.Practical implications – Unpredictability imposes the need for adaptations, which requires flexibility. However, adjustment to the new landscape is a prerequisite to succeed.Originality/value – This paper offers insight on how firms cope when needed input to operate is unpredictable, i.e. an almost neglected topic in the marketing literature, where adequate supp...

Technological changes--the impact on the raw material flow and production

Abstract This paper examines the impact of technological changes on the raw material flow and the way the production is organised. The case studied is the Norwegian fish processing industry. The last years an increasing part of the fishing fleet has been rebuilt or replaced by newer vessels, where the catch is frozen on board. This change in supply, from fresh to frozen fish, has triggered investments in new cold storage plants along the Norwegian coast where most of these vessels now discharge their catch. These changes, involving new logistics challenges for the buyers, are about to change the entire market for raw materials, and also the fish processing industry itself. In the new competitive setting one of the most valuable resources among the processing plants, i.e. a location close to fishing areas, was devaluated. The bargaining power among the processing plants was decreased mainly because new entrants achieved easier access to the local raw material market.