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Amazon vence a Apple en la batalla por el liderazgo en la cadena de suministro

LONDRES, November 27, 2012 /PRNewswire/ --

Encuesta global a más de 1.000 ejecutivos revela que el gigante del comercio electrónico es más admirado que su rival californiano en los principales atributos de la cadena de suministro, excepto la innovación.  

Amazon es más ampliamente admirada que Apple para la excelencia en la cadena de suministro, según la investigación publicada hoy por SCM World, la principal comunidad global de profesionales de la cadena de suministro.  

     (Logo: http://photos.prnewswire.com/prnh/20121127/579658 )

En una muestra de más de 1.136 ejecutivos, el 58% dijo que admiraba a Amazon sobre todo por la forma en que opera su cadena de suministro, en comparación con el 37% que seleccionó a Apple (el 5% no dijo ninguna de las dos).

El minorista con sede en Seattle también consiguió tres de los cuatro atributos de la cadena de suministro que se pidió a los participantes calificar de las dos compañías: agilidad, colaboración y ejecución.

Amazon está sumergida en una batalla de alto perfil con Apple en el mercado de rápido crecimiento para tabletas y contenido digital -música, películas, aplicaciones y libros-consumido en ellos. Los productos rivales de las compañías, el Kindle Fire e iPad, estarán entre las mejores compras estas navidades.  

Los resultados de la encuesta son una revocación del Top 25 de la Cadena de Suministro de Gartner para 2012, que colocó a Apple en primer lugar y a Amazon en segundo. Su ranking se basó en los votos de 173 profesionales y con la mitad de la puntuación total determinada por el rendimiento financiero de las compañías.

Kevin O'Marah, responsable de Faculty en SCM World y coautor de un nuevo informe titulado Apple and Amazon: Lessons for the Rest of Us, dijo: "El fin de nuestra investigación fue establecer cuáles de estas dos compañías líderes son más admiradas por la comunidad global de la cadena de suministro por la forma en que gestiona su cadena de suministro, y entender qué lecciones tienen que enseñar a otras compañías.

"Los resultados muestran claramente que la mayoría de los profesionales de la cadena de suministro creen que Amazon - y no Apple - es el maestro de la excelencia de la cadena de suministro", dijo O'Marah, ex vicepresidente de grupo para Cadena de Suministro en Gartner y co-creador, en 2004, del ranking anual del Top 25 de la Cadena de Suministro (entonces AMR Research).

En cuanto a la agilidad (definida como la capacidad de cambiar rápida y rentablemente cantidades y/o tipos de producción y suministro para mejorar el rendimiento operativo en condiciones volátiles), el 62% de los profesionales en la encuesta de SCM World votaron por Amazon, en comparación con el 33% que eligió a Apple.

En cuanto a la colaboración (la capacidad para trabajar en los límites organizativos para resolver problemas operativos sistémicos y crear un nuevo valor para clientes y socios), el 59% eligió a Amazon, frente al 31% para Apple.

Y para la ejecución (el suministro consistente y fiable contra compromisos y dentro de los gastos presupuestados), los profesionales respaldaron a Amazon con un 57%, frente al 38%.

Sin embargo, Apple ganó por goleada en la cuarta característica de la excelencia de la cadena de suministro -la innovación- con un masivo 78% de los votos, en comparación con solo el 19% para Amazon.

NOTAS A LOS REDACTORES:

Acerca de la investigación

Un total de 1.136 profesionales de la cadena de suministro completó una encuesta online de SCM World entre el 26 de octubre y el 9 de noviembre de 2012. Trabajan en una amplia variedad de sectores, incluyendo hi tech, bienes de consumo, logística y distribución y comercio minorista; y se basan en las principales regiones del mundo: 43% en EMEA, 41% en América y 14% en Asia-Pacifico.

Acerca de SCM World

SCM World es la comunidad global líder y fondo de pensamiento para ejecutivos de la cadena de suministro de nivel senior. Más de 150 compañías de múltiples sectores de la industria utilizan el programa de SCM World de webminarios dirigidos al usuario final, eventos en vivo e informes de investigación para mejorar el aprendizaje y desarrollo de la cadena de suministro. Incluyen Nike, P&G, Unilever, Cisco, HP, Starbucks, Nestlé, GlaxoSmithKline, AT&T, Shell, DuPont, BASF, Philips e Intel. Para más información, visite http://www.scmworld.com.

Más información

Para solicitar una copia del informe, Apple and Amazon: Lessons for the Rest of Us, o una entrevista con su autor, Kevin O'Marah, contacte con:

Lisa Stone
Ejecutiva senior de Marketing
SCM World
[email protected]
+44(0)20-3465-9055


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