strategy, operations strategy and lean manufacturing–ğr. gör. dr. akif... · the purpose of...

12
The Journal of Academic Social Science Studies International Journal of Social Science Doi number:http://dx.doi.org/10.9761/JASSS2984 Number: 37 , p. 409-419, Autumn I 2015 Yayın Süreci Yayın Geliş Tarihi Yayınlanma Tarihi 03.07.2015 04.09.2015 STRATEGY, OPERATIONS STRATEGY AND LEAN MANUFACTURING STRATEJİ, ÜRETİM STRATEJİSİ VE YALIN ÜRETİM Lecturer Dr. Akif EMİROĞLU Bulent Ecevit University Department of Business Administration Abstract Nowadays, the main requirement in order to survive on international conditions of competition is to run ahead. To realize this, it’s required to keep up with dinamic structure of the century, be open to the changes and innovations. The firms which don’t adapt to the new systems, techniques and technologies are convicted to stay behind in the competition. Because of this reasons, “Lean Manufacturing System” which was used first by Toyota Automobile Factory and later spread on other firms, was developed. The purpose is to deliver value which starts with raw material to final customers without interrepution throughout value creating process (Emiroglu, 2012, 985). The purpose of this work is to introduce strategy, operations strategy and Lean Manufacturing System by defining of all. Methodologically, by defining these three words, by showing relationship between them and by comparing lean manufacturing system briefly has been embraced. As a result, the findings from the study show that organizational change from corporate level strategy to business level strategy and from operations strategy to lean manufacturing system should be necessary as a dynamic process. The study does contribute to the strategical change in Lean Manufacturing. Key Words: Strategy, Business Strategy, Operations Strategy, Lean Strategy, Lean Manufacturing Özet Günümüzde uluslararası rekabet koşullarında var olabilmenin ön koşulu önde koşabilmektir. Bunun için de çağın dinamik yapısına ayak uydurulmalı, değişiklik ve yeniliklere açık olunmalıdır. Yeni sistem, teknik ve teknolojileri bünyelerine uyarlamayan firmalar rekabet yarışında gerilerde kalmaya mahkum olurlar. Bu gerçeklerden hareketle, önce Japonya’da Toyota otomobil fabrikasında uygulanan ve sonraları diğer firmalara da yayılan “Yalın Üretim (Lean Manufacturing) Sistemi” geliştirilmiştir. Amaç, hammaddeden son tüketiciye kadar kesintisiz olarak değer yaratıcı süreçlerin dağıtılmasıdır (Emiroğlu, 2012, 985). Bu çalışmanın amacı; strateji, üretim stratejisi ve yalın üretimi tanımlanarak sunumudur. Yöntem; bu üç sözcüğü tanımlayarak aralarındaki ilişkiyi göst ermek ve kısaca Yalın Üretim ile karşılaştırmaktır. Sonuç olarak; çalışma bulgularından hareketle,

Upload: nguyenphuc

Post on 07-Aug-2018

215 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: STRATEGY, OPERATIONS STRATEGY AND LEAN MANUFACTURING–ğr. Gör. Dr. Akif... · The purpose of this work is to introduce strategy, operations strategy and Lean Manufacturing System

The Journal of Academic Social Science Studies

International Journal of Social Science

Doi number:http://dx.doi.org/10.9761/JASSS2984

Number: 37 , p. 409-419, Autumn I 2015

Yayın Süreci

Yayın Geliş Tarihi Yayınlanma Tarihi

03.07.2015 04.09.2015

STRATEGY, OPERATIONS STRATEGY AND LEAN

MANUFACTURING STRATEJİ, ÜRETİM STRATEJİSİ VE YALIN ÜRETİM

Lecturer Dr. Akif EMİROĞLU Bulent Ecevit University Department of Business Administration

Abstract

Nowadays, the main requirement in order to survive on international

conditions of competition is to run ahead. To realize this, it’s required to keep up with

dinamic structure of the century, be open to the changes and innovations. The firms

which don’t adapt to the new systems, techniques and technologies are convicted to stay

behind in the competition. Because of this reasons, “Lean Manufacturing System” which

was used first by Toyota Automobile Factory and later spread on other firms, was

developed. The purpose is to deliver value which starts with raw material to final

customers without interrepution throughout value creating process (Emiroglu, 2012,

985).

The purpose of this work is to introduce strategy, operations strategy and Lean

Manufacturing System by defining of all. Methodologically, by defining these three

words, by showing relationship between them and by comparing lean manufacturing

system briefly has been embraced. As a result, the findings from the study show that

organizational change from corporate level strategy to business level strategy and from

operations strategy to lean manufacturing system should be necessary as a dynamic

process. The study does contribute to the strategical change in Lean Manufacturing.

Key Words: Strategy, Business Strategy, Operations Strategy, Lean Strategy,

Lean Manufacturing

Özet

Günümüzde uluslararası rekabet koşullarında var olabilmenin ön koşulu önde

koşabilmektir. Bunun için de çağın dinamik yapısına ayak uydurulmalı, değişiklik ve

yeniliklere açık olunmalıdır. Yeni sistem, teknik ve teknolojileri bünyelerine

uyarlamayan firmalar rekabet yarışında gerilerde kalmaya mahkum olurlar. Bu

gerçeklerden hareketle, önce Japonya’da Toyota otomobil fabrikasında uygulanan ve

sonraları diğer firmalara da yayılan “Yalın Üretim (Lean Manufacturing) Sistemi”

geliştirilmiştir. Amaç, hammaddeden son tüketiciye kadar kesintisiz olarak değer

yaratıcı süreçlerin dağıtılmasıdır (Emiroğlu, 2012, 985).

Bu çalışmanın amacı; strateji, üretim stratejisi ve yalın üretimi tanımlanarak

sunumudur. Yöntem; bu üç sözcüğü tanımlayarak aralarındaki ilişkiyi göstermek ve

kısaca Yalın Üretim ile karşılaştırmaktır. Sonuç olarak; çalışma bulgularından hareketle,

Page 2: STRATEGY, OPERATIONS STRATEGY AND LEAN MANUFACTURING–ğr. Gör. Dr. Akif... · The purpose of this work is to introduce strategy, operations strategy and Lean Manufacturing System

410

Akif EMİROĞLU

kurum stratejisinden işletme stratejisine ve üretim stratejisinden yalın üretim sistemine

kadar dinamik bir üretim süreci için, örgütsel bir değişimin gerekli belirtilmiştir.

Çalışma, yalın üretimde stratejik bir değişime katkı sağlayabilecektir.

Anahtar Kelimeler: Strateji, işletme stratejisi, üretim stratejisi, yalın strateji,

yalın üretim

1. INTRODUCTION

One of the organizations’ key elements of success is the alignment of their strategies

and their tactics (Laosirihongthong et al., 2010). In other words, for an organization’s success,

the strategic guidelines (or business objectives) should guide program choices (production

practices) and these should contribute towards the organization’s operational performance.

These objectives are guided by two aspects in accordance with Womack (2006): what needs to

be done to satisfy clients; and what needs to be done to survive and prosper as a business.

Many leading companies have implemented lean manufacturing programs, include

waste identification and implementation of waste reducing techniques (WRT) to achieve

desired business results. The lean companies, it’s confirmed that strength of management

system correlates with WRT implementation which correlates with business result for lean

manufacturing (Emiroglu, 20014 a, 2)

An organization’s operations function is concerned with getting things done;

producing goods and / or services for customers. All business organizations are

concerned with how they will survive and prosper in the future. A business strategy is

often thought of as a plan or set of intentions that will set the long-term direction of the

actions that are needed to ensure future organizational success. However, no matter how

grand the plan, or how noble the intention, an organization’s strategy can only become

a meaningful reality, in practice, i f i t i s operationally enacted. An organization’s

operations are strategically important precisely because most organizational activity

comprises the day-to-day activities within the operations function. It is the myriad of

daily actions of operations, when considered in their totality that constitute the

organization’s long-term strategic direction. The relationship between an organization’s

strategy and its operations is a key determinant of its ability to achieve long-term success

or even survival. Organizational success is only likely to result i f short-term operations

activities are consistent with long-term strategic intentions and make a contribution to

competitive advantage.

Operations strategy, based on competitive priorities, translates the clients’ needs to be

met by the operations management function, in order to satisfy them (Slack and Lewis, 2003).

And there are a series of decision areas to support the competitive priorities that include issues

related to operations management. According to Godinho and Fernandes (2005) in the most

recent literature on operations management, there are many programs that propose helping

companies remain competitive, for example, lean manufacturing, responsive manufacturing,

agile manufacturing, world class manufacturing, mass customization, among others.

2. LITERATURE REVIEW

2.1. The Nature of Strategy

Strategy is one of the most over-used words in the business dictionary. Yet,

surprisingly, there is no agreement on what the term actually means. No-one challenges its

military origin, used with regard to how a commander might deploy his resources (i.e.

armed forces) throughout a campaign aimed at achieving a particular objective (e.g.

Page 3: STRATEGY, OPERATIONS STRATEGY AND LEAN MANUFACTURING–ğr. Gör. Dr. Akif... · The purpose of this work is to introduce strategy, operations strategy and Lean Manufacturing System

Strategy, Operatıons Strategy And Lean Manufacturıng 411

conquering territory or thwarting an invasion). The idea that a business organization

could have a strategy seems to have first emerged in the 1960s, when the techniques of

long-term business planning were first popularized. Since then many different

interpretations of the concept and practice of strategic management have been developed.

Indeed, entire books have been given over to contemplating the nature of strategy. For

example, H e n r y M i n t z b e r g et al. (2005) characterize ten ‘schools of thought’ in their

consideration of what constitutes strategy. A widely accepted definition is offered by

Johnson et al. (2005), who define strategy as ‘the direction and scope of an organization over

the long-term, which achieves advantage in a changing environment through its

configuration of resources with the aim of fulfilling stakeholder expectations’. In its

determination of the long-term direction of an organization, strategy involves the interplay

of three elements: the organization’s external environment, its resources and its objectives

(in meeting the expectations of its stakeholders). Operations management is principally

concerned with the organizational resources. However, the way that the operations function

manages resources will impact both the way that the organization interacts with its external

environment and its ability to meet the needs of its stakeholders. Thus, operations

management is an integral part of an organization’s strategy.

Hayes et al. (1984), in a top down perspective, define strategy in three different levels:

Corporate, business and functional. At the highest level, corporate strategy defines the markets

in which the corporation wants to enter and how it acquires and allocates the resources

fundamental to the activities. At the second level, the business strategy is associated with each

unit, division or product line, specifying the business scope, positioning itself in the sector to

achieve and maintain a certain competitive advantage. At the last level, the functional strategies

define how each department / area will contribute towards business strategy.

Corporate Level Strategy: Corporate level strategy is the highest level of strategy. It sets

the long-term direction and scope for the whole organization. If the organization comprises

more than one business unit, corporate level strategy will be concerned with what those

businesses should be, how resources (e.g. cash) will be allocated between them, and how

relationships between the various business units and between the corporate centre and the

business units should be managed. Organizations often express their strategy in the form of a

corporate mission or vision statement.

Business Level Strategy: Business level strategy is primarily concerned with how a

particular business unit should complete within its industry, and what its strategic aims and

objectives should be. Depending upon the organization’s corporate strategy and the

relationship between the corporate centre and its business units, a business unit’s strategy may

be constrained by a lack of resources or strategic limitations placed upon it by the centre. In

single business organizations, business level strategy is synonymous with corporate level

strategy.

Functional Level Strategy: The bottom level of strategy is that of the individual

function (operations, marketing, finance, etc.) These strategies are concerned with how each

function contributes to the business strategy, what their strategic objectives should be and how

they should manage their resources in pursuit of those objectives.

2.2. Operations Strategy

The foregoing discussion has highlighted the strategic importance of operations to

organizational performance. An appropriate operations strategy is essential to an

organization not only as this will determine the extent to which its business strategy can be

implemented, but also as its operations can be a source of competitive advantage.

Page 4: STRATEGY, OPERATIONS STRATEGY AND LEAN MANUFACTURING–ğr. Gör. Dr. Akif... · The purpose of this work is to introduce strategy, operations strategy and Lean Manufacturing System

412

Akif EMİROĞLU

Slack et al. (2003: p.67) argue that an ‘operations strategy concerns the pattern of

strategic decisions and actions which set the role, objectives and activities of operations’.

Their use of the term ‘pattern’ implies a consistency in strategic decisions and actions over

time. This concept is consisted with management guru Henry Mintzberg’s view of

strategy as being a ‘pattern in a stream of actions’ (Mintzberg and Waters, 1985). Mintzberg

sees strategy as being realized through a combination of deliberate and emergent actions. An

organization can have an intended strategy, perhaps as a set of strategic plans. However,

only some of this intended strategy may be realized through deliberate strategy. Some of the

intentions may be unrealized. Strategies which take no regard of operational feasibility are

likely to become unrealized, remaining merely as a set of intentions. Strategy may also

emerge from actions taken within the organization, which over time form a consistent

pattern. Actions of this kind will, almost inevitably, arise from within the operations of the

organization. So, whether planned or otherwise, the organization’s operations are bound to

have a major impact on the formation of organizational strategy.

Operations strategy, based on competitive priorities, translates the clients’ needs to be

met by the operations management function, in order to satisfy them (Slack and Lewis, 2003).

And there are a series of decision areas to support the competitive priorities that include issues

related to operations management. According to Godinho and Fernandes (2005) in the most

recent literature on operations management, there are many programs that propose helping

companies remain competitive, for example, lean manufacturing, responsive manufacturing,

agile manufacturing, world class manufacturing, mass customization, among others.

Literature on operations strategy underscores the importance of investing in Lean

Manufacturing (LM) initiatives to improve a company’s operational performance (Pont et al.,

2008). Cua et al. (2001), Rho et al. (2001), Shah and Ward (2003), Gebauer et al. (2009),

Mackelprang and Nair (2010) and Rahman et al. (2010) identified the relations between

competitive priorities and some LM principles and enablers, that is, the use of LM principles

and enablers will eventually contribute towards improved organizational performance.

However, thus far, little has been discussed in literature about the relations of the degree of

implementation of LM principles and enablers needed to achieve different competitive

priorities. Therefore, this study tries to answer the following question: is there a difference in

the degree of implementation of LM principles and enablers for different competitive priorities

of operations management? And, if this difference exists, how can it be justified in literature?

The operations management function and, consequently, operations strategy have great

potential for creating a competitive advantage for companies. According to Hayes et al. (1984),

operations strategy is a set of goals, policies and self-imposed restrictions that describe how the

organization plans, directs and develops all the resources invested in the operations

management function to better fulfill its mission. Leong et al. (1990) deal with the studies that

involve operations strategy in terms of content or process. The content is the series of decisions

made within the domain of operations strategy, while the process means the means through

which the operations strategy is formulated.

The content of operations strategy is defined by the competitive priorities and decision

areas (Voss, 1995). The competitive priorities represent the performance competences on which

the operations management function will focus to meet the needs of the target clients. These

decision areas are divided into structural and infrastructural. According to Hayes and

Wheelwright (1984), the structural areas refer to long-term investments in physical installations

and which are irreversible. The infrastructural decisions describe the systems, policies and

practices that determine how structural aspects of organization are managed.

Page 5: STRATEGY, OPERATIONS STRATEGY AND LEAN MANUFACTURING–ğr. Gör. Dr. Akif... · The purpose of this work is to introduce strategy, operations strategy and Lean Manufacturing System

Strategy, Operatıons Strategy And Lean Manufacturıng 413

According to Voss (1995), the content of operations strategy also has a logical hierarchy

of decisions. The definitions of competitive priorities act as guidelines for structural decisions

and these guide the infrastructural decisions. Thus, there is an important dependency in terms

of competitive priority format because they determine the best way to specify and mix

structural and infrastructural production resources.

Many authors recognize four competitive priorities:

a) The quality offered in products and services,

b) Speed so the product processing time and delivery can be shorter than the

competition,

c) Flexibility to adapt to changes in demand or production processes, and

d) Lower costs than the competitors (Ward et al., 1996; Devaraj et al., 2004; Wang and

Cao, 2008).

Hill (1993) classifies the priorities into two criteria of performance:

a) Order winning criteria – which contribute directly and significantly towards the

business and winning an order. This is what makes the client give preference to its product or

service over the competition;

b) Order qualifying criteria – which may not be the main determining factors for

competitive success, but they determine the minimum performance that criterion should have

for the company to be considered by the client.

There are three perspectives for understanding competitive priorities found in

literature: trade-offs, cumulative (or sand cone) and integrative, the latter being a perspective

that tries to integrate characteristics from the first two.

According to the trade-offs perspective suggested by Skinner (1969), the keys to

operations strategy success are in the identification of the priority choices, understanding that

there is incompatibility between competitive priorities, implying the choice of one priority to

the detriment of others. Thus, focusing resources on certain objectives reduces their availability

to others, creating trade-offs whereby a factory cannot be excellent in all performance criteria.

However, Hayes et al. (1984) defend the idea that a company can reach superior

performance in several competitive priorities, with some reinforcing the others, rather than

functioning as trade-offs. Structural decisions relate to production capacity (how much to

produce / how to meet the client’s order), technology employed (volume and variety /

production system), size and location of the installation and degree of vertical integration

(produce internally or outsource). Infrastructural decisions relate to human resources (skills),

quality management, production planning and control (PPC) (programing resources) and

organization (Leong et al. 1990). In order to achieve the competitive priorities, it is important to

have a standard of actions within decision areas. The set of actions in each decision area reflects

the production system used by the company, which is nothing more than a set of interrelated

elements (human, physical and managerial procedures) projected to generate final products

(Maccarthy and Fernandes, 2000). Thus, it is possible to observe a relationship between

Production Planning and Control’s infrastructural decision area and the reach of a chosen

competitive priority. In this context, this study addresses the Toyota Production System, also

called Lean Manufacturing, one of the current production paradigms.

3. LEAN MANUFACTURING (LM)

The manufacturing industry has become extremely competitive in nature and each

company’s survival depends on gaining an edge in their respective field. LM has emerged as

the leading management philosophy in this struggle. The original model of lean, called the

Page 6: STRATEGY, OPERATIONS STRATEGY AND LEAN MANUFACTURING–ğr. Gör. Dr. Akif... · The purpose of this work is to introduce strategy, operations strategy and Lean Manufacturing System

414

Akif EMİROĞLU

Toyota Production System, is utilized by the phenomenally successful automotive

manufacturer Toyota and many others have followed suite. Lean is a proven management

strategy can be taught using both knowledge-based and competency based learning styles.

Through the use of academic, simulation, and real life examples these concepts can be

understood.

The principles and concepts of the LM such as the total elimination of waste and

continuous improvement (Kaizen), are being used by more businesses to better complete in

today’s global market. LM is a competitive philosophy adopted by many companies to produce

cost effective products and services (Allada & Srinivasaraghavan, 2006). It is one of the fastest-

growing movements in the quality field. “Success in modern manufacturing directly correlates

to how a company handles global competition. Cost effective solutions and practices are much

needed to stay competitive in the marketplace” (Allada & Srinivasaraghavan, 2006, p. 1159).

LM is a proven approach for success in manufacturing industry. However, several

organisations failed in their attempt to implement LM system. LM is a concept that aims to

make production a healtier, an efficient and effective manner by eliminating all the waste

elements in the manufacturing process. Business apply LM techniques in order to reduce

product cost, manufacture quality product and shorten production lead times so that deliver

the product to the customer as soon as possble. The transition to LM requires radical change

which involves a total reshaping of purpose, system and culture of the organisation (Emiroglu,

2013, 119).

LM has become a widely acceptable and adoptable best manufacturing practice across

countries and industries. The ultimate goal of a lean organisation is to create a smooth, high

quality organisation that is able to produce finished products at the rate of customer demands

with no waste. However, in reality, many organisations are not able to transform themselves to

LM organisations towards creating world-class companies. Transformation towards the LM is

full with formidable challenges. It is reported that many of LM implementations, even those

undertaken with the best intention, are often destined to a failure at some point of their

implementations (Farris, at .al 2009, pp. 42-65; Liker, J. K. and Hoseus, M., 2008).

Lean Manufacturing (The Toyota Production System) can be define as a combination

of multiple tools to help eliminate activities that do not add value to the product, service and /

or process by increasing the value of each activity, aimed to eliminate or reduce waste and

improve operations.

Alukal (2003) states, lean is a manufacturing philosophy that shortens the lead time

between a customer order and the shipment of the products or parts through the elimination of

all forms of waste. Lean helpful firms reduce costs, cycle times and unnecessary, nonvalue

added activities, resulting in a more competitive, agile and market responsive company (p. 29).

The Toyota Production System (TPS) emerged in Japan immediately after World War II,

when the country’s market began to demand production in small lots, with great variety and

low cost. Eiji Toyoda and Taiichi Ohno of the Toyota Company decided that the mass

production proposed by Henry Ford no longer applied to the Japanese scenario. As a result of

these needs, the two began to create the TPS. The basis for TPS is the absolute elimination of

waste, which may be classified as waste from overproduction, wait, transportation, excess

processing, inventory, movement and manufacturing of defective parts and pieces. TPS became

popular in the West after a benchmarking research with companies that were always seeking to

“do more with fewer resources”. The research was conducted by the Massachusetts Institute of

Technology (MIT) and in 1992 it resulted in the publication of the book “The Machine that

Page 7: STRATEGY, OPERATIONS STRATEGY AND LEAN MANUFACTURING–ğr. Gör. Dr. Akif... · The purpose of this work is to introduce strategy, operations strategy and Lean Manufacturing System

Strategy, Operatıons Strategy And Lean Manufacturıng 415

Changed the World”, by Womack et al. (2006), which began to call broadly the TPS as Lean

Manufacturing (LM), the term used in this paper.

3.1. Lean Manufacturing Objectives

In today’s competitive environment, organizations are seeking to improve their position

in the market. LM is an effective tool for elevating the competitiveness of organizations based

on the fact that each can find its own way of improvement. Technology improvement is

considered to be one of lean manufacturing’s dimensions. Technology is defined as the usage

and knowledge of tools, techniques, crafts, systems, or methods of organization, with the aim of

solving a problem or creating an artistic perspective.

- Specify the value for the customer,

- Identify all actions required to bring the product from being a concept to being launch,

from an order to delivery, from raw material to the customer’s hand an deven his life,

- Remove any action that does not add value and streaming align every action to add

value as required by the customer,

- Analyze the results and start the evaluation process again.

Lean Manufacturing defines waste as “anything other than the absolute minimum of

time and resources to add value to the product and get the highest quality”. LM focuses on

reorganizing the following process: waste reduction, minimizing steps and thereby reducing

costs. Several tools and techniques have been proposed in the context of lean manufacturing.

Though LM is widely regarded as a business strategy, few researches have concentrated on the

validation of its positive link with business performance (Vinodh Dino and Joy, 2012).

In today’s competitive world with its vast and rapid changes in scientific-technical areas

and continuous challenges in economical-social systems, there are still many firms with a

suitable position. These firms are flexible, pure, and customer oriented due to proper use of

available facilities, suitable utilization of new sources for producing goods, and introduction of

desirable services with suitable quality. Using philosophies like LM and employing tools such

as technology, firms can establish an efficient and stable system to improve their weak points

and protect their strong points (recoverable areas), enabling them to continuously identify their

planning priorities and recover their recoverable areas by using corrective actions, resulting in

gradually passing organizational transcendence levels and improving their efficiency.

One area of particular significance in formulating such a strategy is a company’s ability

to implement an effective competitive strategy. The seemingly endless myriad of operating

problems such as poor on-time delivery, too much tied up in working capital, slow response

and high costs, among other problems, are often identified as the culprits that scuttle the best of

strategic intents.

3.2. Lean Strategy

“Lean strategy” in manufacturing involves a series of activities to minimize waste and

non value added (NVA) operations from production, customer relations, product design,

supplier networks and factory management and improve the value added (VA) process.

Applying lean strategies incorrectly, increases the inefficiencies of an organization’s resources

and reduced employee confidence in lean strategies.

A Lean Strategy aproach should start by doing 3 things:

1. Be clear what strategy is (and just as importantly, what it isn’t): The Lean Startup is

variously described as an approach, framework and / or methodology for navigating the early

days of a startup journey. The Built-Measure-Learn feedback loop, like Customer Development,

is a process. These are all excellent resources to guide the development of a startup, but taken

individually or together, they do not constitute a business strategy.

Page 8: STRATEGY, OPERATIONS STRATEGY AND LEAN MANUFACTURING–ğr. Gör. Dr. Akif... · The purpose of this work is to introduce strategy, operations strategy and Lean Manufacturing System

416

Akif EMİROĞLU

2. Focus on an overarching business strategy: For reasons totally understandable, The

Lean Startup places sole strategic emphasis on the product: “the product is the end result of

[the] strategy”. Product is of course central to the success of any lean startup but other factors

must also be managed. The strategy must be directly aligned with the startup’s vision, its

guiding policy and the lean methodologies and tools that the business is utilising. Product (and

customers) will be a key strand but resources, finance, marketing and operations, amongst

others, also require focus. The beauty of an overarching strategy is that it enables the

management team to coordinate the strands of business activity in a coherent way, pivots and

all.

3. Understand what is meant by lean strategy: The key factor that distinguishes lean

and traditional strategy is time. The 3 to 4 year cycles of the corporate world are anathema to

startups and new ventures. As a startup moves from its pre-revenue stage, through to early

revenue and then to scale, a much shorter cycle is required. Strategic timescales will of course

vary from business to business but they can be determined through a strategic planning process

(implementation of the identified overarching strategy) that realistically identifies the time and

resource requirements to execute lean startup processes.

The challenge then is to shrink-wrap the strategic cycle. The detail of the strategy then

defines how firms are going to get there and this can be articulated within a strategic plan. A

solid overarching strategy and associated strategic plan will enable you to do this.

3.3. Relationships Between Operations Strategy and Lean Manufacturing

Lean operations is all about adding value and removing waste. Lean is a management

strategy that seeks to improve operational performance in terms of customer satisfaction, cost,

quality, and delivery by focusing on the customer and eliminating waste, variability and

inflexibility. It is based on an operational strategy for manufacturing which originated in the

Japanese automotive industry, and has now been successfully applied to a range of service

businesses. To put LM systems into place, it is proposed a group of practices related to

operations management (production planning and control, materials flow, maintenance system,

quality system...), the relationships with clients and suppliers, product design or human

resource management (participative management, worker involvement...) (Emiroglu, 2014b,

263). Operations management designs, schedules, and controls organizational processes to

increase productivity by using methods such as Just-in-Time (JIT) / Lean Manufacturing, Total

Quality Management (TQM) or Environmental Management Systems (EMS).

It’s point out that for production to support the competitive priorities imposed by

consumers, the PPC system is vital. The PPC should contribute towards achieving competitive

priorities as follows:

a) Cost: Developing and implementing managerial procedures that guarantees lower

manufacturing costs for products;

b) Quality: Developing and implementing procedures that guarantee a fitting level of

quality for components;

c) Delivery performance: developing and implementing procedures that guarantee

compliance with established deadlines and short throughput times;

d) Flexibility: developing and implementing procedures that guarantee adaptation to

new products, processes and methods.

The 5 principles of lean thinking that lean manufacturers employ are;

1. Specify Value.

2. Identify the Value Stream.

3. Make Value Flow.

Page 9: STRATEGY, OPERATIONS STRATEGY AND LEAN MANUFACTURING–ğr. Gör. Dr. Akif... · The purpose of this work is to introduce strategy, operations strategy and Lean Manufacturing System

Strategy, Operatıons Strategy And Lean Manufacturıng 417

4. Let the customer Pull.

5. Seek Perfection (Continuous Improvement of Quality and Productivity).

Taichi Ohno, former Toyota Chief Engineer, identified 7 wastes of manufacturing:

1. Overproduction

2. Transportation

3. Unnecessary Inventory

4. Inappropriate Processing

5. Waiting

6. Excess Motion

7. Defects

These wastes should not be considered separate categories; instead, as operations

strategy, we should use these wastes as a teaching / learning tool to help identify opportunities

to improve our work environment and focus on adding value for the customer. Wastes are non-

value-added activities for which the customer would not be willing to pay.

As observed, to provide support for achieving competitive priorities, it is essential to

build a production system with procedures that reflect the chosen operations strategy (Säfsten

and Winroth, 2002). Mackelprang and Nair (2010) underscore the importance of understanding

which LM practices can be related to achieving competitive priorities. Their studies indicate

that some LM practices are positively correlated with each competitive priority, thus supporting

the claim that LM has a direct relationship with competitive priority. Shah and Ward (2003) and

Pont et al. (2008) identified positive relationships between LM practices and achieving

competitive priorities.

Cua et al. (2001) examined the relationship between achieving competitive priorities in

three sets of LM practices: Total quality management (TQM), Just-in-time (JIT) and total

production maintenance (TPM). Together, TQM, JIT and TPM practices comprise a consistent

set for improving operational performance. However, the authors do not discuss the different

impacts each one has on operational performance. Shah and Ward (2003) defend that the

simultaneous use of groups of principles and enablers has a greater impact on operational

performance than when separated.

In general, the most cited benefits related to LM practices are improvements in work

productivity and quality, together with a reduction in client lead time, cycle time and

production costs (Schonberger, 1992; White et al., 1999; Shah and Ward, 2003). Hallgren and

Olhager (2009) sustain that LM principles and enablers support companies that seek a strong

positive impact on cost reduction and subsequently on quality. Naylor et al. (1999) and

Hallgren and Olhager (2009) consider cost reduction LM’s main metric. Also identified other

impacts, besides costs: Customer service, as a result of a reduction in lead time, and the

production of quality products. Once these requirements became the criteria that won over

clients, countless organizations have been seeking to adopt this philosophy in their production

environments.

As per the literature review presented, studies were sought in literature that analyzed

the direct relation between LM principles and enablers and competitive priorities.

4. CONCLUSIONS

Although some semblance of lean has been around for nearly a century, lean

manufacturing concepts are now beginning to be embraced worldwide. Lean Manufacturing is

a popular and widely used production system since 1980s. It is generally known as “Toyota

Page 10: STRATEGY, OPERATIONS STRATEGY AND LEAN MANUFACTURING–ğr. Gör. Dr. Akif... · The purpose of this work is to introduce strategy, operations strategy and Lean Manufacturing System

418

Akif EMİROĞLU

Production System”, but it can also be called as “just in time” or “non-stock production”. The

success of numerous companies thanks to LM encourages other companies to start LM.

Toyota’s success in the tough automotive market has proven the strategies of lean to be

more than just another passing management fad. The true value of lean is being recognized and

there is a genuine need for educational opportunities promoting this management philosophy

in the field of manufacturing.

BIBLIOGRAPY

Allada, V., & Srinivasaraghavan, J. (2006). “Application of Mahalanobis Distance as a Lean

Assessment Metric.” International Journal of Advanced Manufacturing Technology, 29:

1159-1168

Alukal, G. (2003). “Create a Lean, Mean Machine.” Quality Progress, 36(4) 29-34.

Cua Ok, Mckone Ek, Schroeder RG. (2001). “Relationships Between Implementation of TQM,

JIT, and TPM and Manufacturing Performance.” J. Oper. Manag. 9:675-694.

Devaraj, S., Hollingworth DG., SCHROEDER RG. (2004). “Generic Manufacturing Strategies

and Plant Performance.” J. Oper. Manag. 22:313-333.

Emiroğlu, A. (2012). “Yalın Üretim ve Otomotiv Sektöründe Uygulama Örnekleri.” 12. Üretim

Araştırmaları Sempozyumu, 27-29 Eylül 2012, İzmir.

Emiroğlu, A. (2013). “Yalın Üretim Uygulamasında Değişimin Yönetimi İçin Bir Yapı.” 13.

Üretim Araştırmaları Sempozyumu, 25-27 Eylül 2013, İzmir.

Emiroğlu, A. (2014a). “Yalın ve Yeşil Üretimler İçin Benzer ve Paralel Modeller.” Leges Fikri

ve Sınai Haklar Dergisi, Ocak-Nisan 2014, 1(1): 1-15.

Emiroğlu, A. (2014b). “Yalın Üretim, Tam Zamanında Üretim ve Hücresel Üretimin

Organizasyon ve İnsan Boyutu.” Leges Sosyal Bilimler Dergisi, Ocak-Nisan 2014, 1(1):

263-287 .

Farrıs, J. A., Aken, E. M. V., Doolen, T. L., WORLEY, J. (2009). “Critical Success Factors for

Human Resources Outcomes in Kaizen Event: An Empirical Study.” International

Journal of Production Economics, vol. 117, pp. 42-65.

Ferdows, K., DE, Meyer A. (1990). “Lasting Improvements in Manufacturing Performance: In

Search of a New Theory.” J. Oper. Manag. 9(2):168-184.

Gebauer, H., Kıckuth M., Frıedlı, T. (2009). “Lean Management Practices in the Pharmaceutical

Industry.” Int. J. Serv. Oper. Manag. 5(4):463-485.

Hallgren M., Olhager J. (2009). “Lean and Agile Manufacturing External and Internal Drivers

and Performance Outcomes.” Int. J. Oper. Prod. Manag. 29(10):976-999.

Hayes RH, Wheelwrıght SC. (1984). Restoring Our Competitive Edge – Competing

Through Manufacturing. USA: John Wiley and Sons.

Hıll, T. (1993). Manufacturing Strategy: Text and Cases. Boston: Irwin Mcgraw-Hill.

Johnson, G., Scholes, K., Whıttıngton, R. (2005). Exploring Corporate Strategy (7th

Edition), Harlow: Prentice Hall.

Laosırıhongthong, T., Tan KC., Kannan, VR. (2010). “The Impact of Market Focus on

Operations Practices.” Int. J. Prod. Res. 48(20):5943-5961.

Leong, GK., Snyder, DL., Ward, PT. (1990). “Research in the Process and Content of

Manufacturing Strategy.” Omega 18(2):109-122.

Lıker, J. K. and Houseus, M. (2008).Toyota Culture: The Heart and Soul of the Toyota Way.

New York: McGraw-Hill.

Page 11: STRATEGY, OPERATIONS STRATEGY AND LEAN MANUFACTURING–ğr. Gör. Dr. Akif... · The purpose of this work is to introduce strategy, operations strategy and Lean Manufacturing System

Strategy, Operatıons Strategy And Lean Manufacturıng 419

Aken, E. M. V., Doolen, T. L., and Worley, J. (2009). "Critical Success Factors for Human

Resources Outcomes in Kaizen Event: An Empirical Study." International Journal of

Production Economics, vol. 117, pp. 42-65, 2009.

Maccarthy, BL., Fernandes, FCF. (2000). “A Multi-Dimensional Classification of Production

Systems for Design and Selection of Production Planning and Control Systems.” Prod.

Plan. Cont. 11(5):481-496.

Mackelprang, AW, Naır, A. (2010). “Relationship Between Just-In-Time Manufacturing

Practices and Performance: A Meta-Analytic Investigation.” J. Oper. Manag. 28:283-302.

Mıntzberg, H., Lampel, J., Ahlstrand, B. (2005). Strategy Safari: A Guided Tour Through The

Wilds of Strategic Management. The Free Press, New York, NY.

Mıntzberg, H. and Waters, J.A. (1985). “Of Strategies, Deliberate and Emergent.” Strategic

Management Journal 6:257–72

Naylor, JB., NAIM, MM., BERRY, D. (1999). “Leagility: Integrating the Lean and Agile

Manufacturing Paradigms in the Total Supply Chain.” Int. J. Prod. Econ. 62: 107-118.

Paton, S. (2002). “Thin is in.” Quality Digest, 22(2) 4.

Pont, GD., Furlan, A., Vınellı, A. (2008).” Interrelationships Among Lean Bundles and their

Effects on Operational Performance.” Oper. Manag. Res. 1: 150-158.

Rahman, S., Laosırıhongthong, T., Sohal, AS. (2010). “Impact of Lean Strategy on

Operational Performance: A Study of Thai Manufacturing Companies.” J. Manuf.

Technol. Manag. 21(7):839-852.

RHO, B., PARK, K., YU, Y. (2001). “An International Comparison of the Effect of Manufacturing

Strategy-Implementation on Business Performance.” Int. J Prod. Econ. 70:89-97.

J. L. Garcia-Alcaraz, A. A.M.-Macias, R. G. Cortes, (Editors), (2014). Lean Manufacturing in the

Developing World, Springer International Publishing, Switzerland.

Safsten, K., WINROTH, M. (2002). “Analysis of the Congruence Between Manufacturing

Strategy and Production System in SMME.” Comput. Ind. 49:91-106.

Schonberger, RJ. (1992). Japanese Manufacturing Techniques: Nine Hidden Lessons in

Simplicity. NewYork: Free Press.

Shah R., WARD, PT. (2003). “Lean Manufacturing: Context, Practice Bundles, and

Performance.” J. Oper. Manag. 21: 129-149.

Skınner, W. (1969). “Manufacturing - Missing Link in Corporate Strategy.” Harv. Bus. Rev.

47: 136-145.

Slack, N., LEWIS, M. (2003). Operations Strategy. New Jersey: Prentice Hall.

Vınodh, Dino, S., & JOY, D. (2012). “Structural Equation Modelling of Lean Manufacturing

Practices.” International Journal of Production Research, 50(6), 1598-1607.

Voss, CA. (1995). “Alternative Paradigms for Manufacturing Strategy.” Int. J. Oper. Prod.

Manag. 15(4):5-16.

Wang, J., Cao, D. (2008). “Relationships Between Two Approaches for Planning Manufacturing

Strategy: A Strategic Approach and a Paradigmatic Approach.” Int. J. Prod. Econ.

115:349-361.

Ward, PT., Bıckford, DJ., Leong, KG. (1996). “Configurations of Manufacturing Strategy,

Business Strategy, Environment and Structure.” J. Manag. 22(4): 597-626.

Whıte, RE., Pearson, JN., Wılson, JR. (1999). “JIT Manufacturing: A Survey of Implementation

in Small and Large US Manufacturers.” Manag. Sci. 45: 1-15.

Womark, JP. (2006). A Measure of Lean Manufacturing Engineering. 85(4): 6-7.

Page 12: STRATEGY, OPERATIONS STRATEGY AND LEAN MANUFACTURING–ğr. Gör. Dr. Akif... · The purpose of this work is to introduce strategy, operations strategy and Lean Manufacturing System

420

Akif EMİROĞLU