CHAPTER 1 INTRODUCTION TO THE RESEARCH 1.1

CHAPTER 1
INTRODUCTION TO THE RESEARCH
1.1
Introduction
Over the past decade the need to gain global competitiveness on the supply
side has increased substantially (Ting and Cho, 2008). Particularly for companies that
spend a high portion of their sales revenue on raw materials and component parts,
savings from reduction in unit prices become much more important as their material
costs take a larger percentage of total costs. According to De Boer et al. (2001), the
evolution of the competitive environment has made company competitiveness and
survival depends more and more on their suppliers (Guido, 2008).
According to Ting and Cho (2008), obviously selection of the right suppliers
plays a key role in any organization because it significantly reduces the unit prices
and improves corporate price competitiveness. However, emphasis on quality and
timely delivery, in addition to the cost consideration, in today’s globally competitive
marketplace adds a new level of complexity to supplier selection decisions. Thus far
there are numerous studies of supplier selection decision in manufacturing and
service sectors and lacks research and development (R and D) focus, and furthermore
studies mainly focus on individual or managerial commitment without serious
attention to the influencing factors and implementation of supplier selection decision
making in R and D. Works by Tracey and Tan (2001) have shown that higher levels
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of customer satisfaction and firm performance results from selecting and evaluating
suppliers based on their ability to provide quality components and subassemblies,
reliable delivery and product performance. They also found that involving suppliers
on R and D such as product development and continuous improvement teams has an
even greater positive impact on firm performance. Furthermore, according to
Vonderembse and Tracey (1999), supplier involvement in product and process design
and continuous improvement activities has been shown to have a positive impact on
competitive advantage and performance.
Research and development, often called R and D, is a scientific investigation
that explores the development of new goods and services. “Research” aims to
generate knowledge in the hopes that it will help create or improve a product, process
or service. “Development” converts research findings or other knowledge into a new
or improved product, process or service (Miozzo and Walsh, 2006). However in this
research the acronym does not include basic research but includes applied research,
engineering, product and process design and development or manufacturing R and D.
Manufacturing R and D encompasses various activities of product development such
as generating new ideas and technologies, design, defining specifications, Failure
Mode Effect Analysis (FMEA), design quality, tooling, prototyping, testing,
manufacturing, supply, planning, marketing and achieving milestones. It involves
activities beginning with the perception of a market opportunity and ending in the
production and sale of a product (Mentzer, 2004).
R and D is useful for society. It builds up knowledge and it is one of the key
inputs for innovation. R and D is considered as a key factor for economic growth,
competitiveness and to achieve a higher standard of living. According to Miozzo and
Walsh (2006), the capacity of firms to use new technologies is central in explaining
industrial leadership and the competitiveness of regions and countries. New product
design and development is more than often a crucial factor in the survival of a
company. In an industry that is fast changing, firms must continually revise their
design and range of products. This is necessary due to continuous technology change
and development as well as other competitors and the changing preference of
customers. With the introduction and implementation of supplier selection decision
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making, R and D operations can be supported, improved and help attain the
organization’s goals. R and D also contribute to national sustainable growth and
therefore should be highly regarded and prioritized.
Several critical aspects required consideration prior to the supplier selection.
According to Morgan and Monczka (1995), R and D firms have utilized supplier
strengths and technologies to support new product development efforts and have
drastically reduced supply bases to a handful of certified suppliers. Therefore, buyer
need to understand some issues such as pro and cons and make assessment. The
decision to place a certain volume of business with a supplier should always be base
on a reasonable set of criteria. The art of good purchasing is to make the reasoning
behind this decision as sound as possible. Normally, the purchaser’s perception of the
supplier ability to meet satisfactory quality, quantity, delivery, price, and service
objectives will govern this decision. Some of the more important supplier attributes
related to these prime purchasing objective may include past history, facilities and
technical strength, financial status, organization and management, reputation,
systems, procedural compliance, communication, labor relations, and location
(Leenders and Fearon, 1997).
The supplier selection decision making is also much affected by the industrial
marketing strategy. The marketing strategy must be aligned with buying situation and
buying phase. The appropriate marketing strategy will attract buyers to start the
interaction and therefore open for selling opportunity. Based on the empirical data
collected from 170 purchasing managers and members of the National Association of
Purchasing Management, Dickson (1966) identified quality, cost and delivery
performance history as the three most important criteria in supplier selection
(Ndubisi et al., 2005). According to a review of 74 articles discussing supplier
selection criteria, quality was perceived to be the most influencing factor, followed
by delivery performance and cost (Weber and Current, 1991).
Vonderembse and Tracey (1999) found that although both the supplier
selection criteria and the supplier involvement are positively correlated with
manufacturing performance, the supplier involvement in product design activities
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and continuous improvement efforts is much lower than the use of supplier selection
criteria. Early supplier involvement has an even greater benefit, a shortening of
design cycle time, which means faster launch flexibility. However, there is lack of
literature, which relates directly this strategy and the research and development.
Hence, the supplier selection decision making is very important in ensuring
no disruption to R and D operation, which may affecting the profit. In making
decisions, purchasing managers must coordinate with numerous people with diverse
organizational responsibilities who apply different criteria to purchase decisions
(Reeder, Brierty and Reeder, 1991). Supplier selection factor based on several studies
and researches (for example: Ting and Cho [2008], Ndubisi et al. [2005], Tracey and
Tan [2001], Masella and Rangone [2000], Ramanathan [2007], Bhutta and Huq
[2002], Lall et al. [2000], Youssef et al. [1996], Vokurka et al. [1996], Bayazit
[2006], Cebi and Bayraktar [2003], Yang and Chen [2005]) such as purchasing cost,
product quality, delivery capability, technical status, cooperation and partnership,
financial sustainability and customer support are among of the factors that to be
analyzed.
In general, this research intends to reveal in further depth on the issues related
to suppliers in research and development activities. The aspect covering factors
influence the supplier selection and the level of supplier involvement in R and D
process.
1.2
Dyson - Company background
Dyson is a British manufacturer of vacuum cleaners that use cyclonic
separation. The founder, James Dyson, used the centrifugal particle separation, after
finding that the dust bag in his vacuum cleaner needed to be replaced even when it
was not full (Dyson, 2008).
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In 1978, while vacuuming his home, James Dyson realized his bag vacuum
cleaner was constantly losing suction power. He noticed how dust quickly clogged
the pores of the bag, so that suction dropped rapidly. He set to work to solve this
problem. 5 years and 5,127 prototypes later, the world's first cyclonic bag less
vacuum cleaner arrived. James Dyson developed and built 5,127 Dual Cyclone
prototype cleaners between 1979 and 1984. The first prototype vacuum cleaner, the
G-Force, was built in 1983 and appeared on the front cover of Design Magazine the
same year. In 1986, a production version of the G-Force was first sold in Japan. It
was the first vacuum cleaner to use “Cyclone” technology. In 1991, it won the
International Design Fair prize in Japan and became a status symbol there, after
which the Japanese licensed and sold the product for $2,000 each (Dyson, 2005).
The biggest vacuum cleaner manufacturers refused to license James Dyson’s
technology, so he decided to design, manufacture and advertises a vacuum cleaner
himself. Hoover later admitted that it did consider buying the patent from James
Dyson, but only to keep the technology out of the market. Using the income from the
Japanese license, James Dyson set up the Dyson Company, opening a research centre
and factory in Wiltshire, England, in June 1993. Determined to create vacuums with
even higher suction, 350 scientists in a new research center in England set to work
developing an entirely new type of cyclone system. They discovered that spreading
higher airflow through many cyclones generated even higher suction power, which
picked up more dust from the floor. His first production version of a dual cyclone
vacuum cleaner featuring constant suction was the DC01, first in a range of cleaners
offering constant suction, sold for £200. In less than 2 years, Dyson was the Europe’s
best-selling vacuum (Dyson, 2005).
James Dyson is the company’s chairman and sole shareholder, and with an
estimated fortune of £700m and he is Britain’s 37th richest man. His company, with
its distinctive range of boldly-colored products, is now Europe’s fastest growing
manufacturer and has achieved sales of over GB£3 billion worldwide, with GB£35m
profit in 2000. Total revenue for year ended December 2005, was GB£470 million
and net income for the company was increased to GB£83 million in year 2005
(Dyson, 2005).
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1.2.1
Manufacturing and Production
Initially, all Dyson vacuum cleaners and washing machines were made in
Malmesbury, Wiltshire, England. In 2002, the company transferred vacuum cleaner
production to Malaysia, set up a new plant named Dyson Manufacturing Sdn. Bhd.
(DMSB). As Dyson was the only major manufacturer in Wiltshire, this move aroused
much condemnation in the British press. Despite promises that washing machine
production would continue in the UK, that portion of production was moved to
Malaysia a year later. Nearly 800 British manufacturing jobs were lost, however
Dyson’s research and development remains in Wiltshire. James Dyson later stated
that due to the cost savings from transferring production to Malaysia he was able to
invest in R and D at Malmesbury. James Dyson says he employs more people in the
UK than before the transfer of manufacturing to Malaysia (Brummer, 2004). Dyson
also has three other R and D centres worldwide including UK, China and Singapore
(Figure 1.1).
Figure 1.1: Organization chart Dyson Malaysia Sdn Bhd
MD Global
China
Singapore
Ops Mgr
VSI
Ops Mgr
Meiban
Dyson Malaysia
Source: Dyson (2008), pg: 6.
Commer
cial
Engineeri
ng
Finance
HR, IT &
Property
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1.2.2
Dyson Manufacturing Sdn. Bhd. (DMSB)
DMSB plays a supporting role for Dyson’s research and development at UK.
At first stage of new product or design development, R and D team at UK will
identify opportunities and develop new technologies thru research project. This
product stage called as New Technology. From this first stage, Dyson product will
move from stage by stage, as the product design reach final stage whereby the
product completely stable to proceed for mass production (Figure 1.2).
Figure 1.2: New Product Development (NPD) process in Dyson
New Technology
Concept
Freeze
Mass Production
(MP)
Start of
Production
(SOP)
Design Freeze
Pre Production
(PP)
Engineering
Build 1 (EB1)
Engineering
Build 2 (EB2)
Source: Dyson (2008), pg: 52.
After investigation and early testing, the new product will be transferred from
UK to DMSB, the second stage which named as Concept Freeze. Design supportive
engineers (DSE) in DMSB will take the full responsibilities for the project with
support from R and D UK. At this Concept Freeze stage, DMSB’s design engineers
will further improve the product design and will request DMSB’s Test Department to
conduct the necessary testing in order to validate the reliability of the new design.
The test department, which consists of its own sub-test departments, will plan the
testing and report back the test results or the performance of the new design to DSE
for further actions or improvements. Based on the test results of Concept Freeze
product, the DSE will further improve the design with support from Dyson UK. All
the new changes to the product will be implemented in third stage called Design
Freeze Stage. At this stage, the improved product will be tested again to validate
those new changes that been implemented.
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This product reliability cycles will be repeated and continue as shown in
Figure 1.2. Start-of-Production (SOP) is the last stage before the product enters mass
production. When a product reaches SOP stage, the product suppose should meet
necessary requirements of ISO, IEC, Dyson Test Standard (DTM) and IEC Standard.
Without those standards, Dyson would not able to sell its product worldwide. There
will be a one month gap between each build. First two weeks for product validation
which is product testing conducts by Test Department. The last two weeks for DSE
or project team to develop or further improve the design based on testing results.
Thus, testing results and design improvements are very crucial after and before each
stage of product build. If there is any delay, the impact will be high as it will delay
the overall schedule to launch the product to market.
One of Dyson’s distinctive competency is its product reliability and
performance which apart from its other competitors especially Hoover, Dyson’s main
competitor. As discussed before, Dyson conduct numerous validation and
performance tests on its entire product before launch to market. From year 2006,
Dyson announce that warranty of all Dyson products will extended from two to five
years. This is one of main reason for customer loyalty on Dyson products. Therefore,
success in product development can be considered a general aim for any R and D
activity (Suomala and Jokioinen, 2003).
Based on author’s own experience as Dyson staff and observation on other
designers in Dyson, the major uncertainty in Dyson is on selecting appropriate and
suitable candidates as suppliers at NPD process. Dyson’s core knowledge or the
competence technology is just the ‘cyclone technology’ and this core knowledge
need to be developed to a marketable product with the involvement of suppliers who
own their own expertise in particular technology which surrounds the Dyson’s core
technology. The main reason is issues related to product knowledge that might be
transferred to the suppliers due to necessity on suppliers’ involvement in overall
product design and testing. Furthermore, not every supplier in the market has the
capability in design knowledge that required by Dyson.
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As discussed above, supplier selection and involvement is a crucial factor
along the research and development process in Dyson. For R and D engineers in
Dyson, high quality in design background and supplier reliability are valued as most
important factors in selecting the right suppliers while keeping in mind the
importance of intellectual property of its new product or technology.
1.3
Problem background
Although the importance and benefits of good and reliable suppliers are
understood for companies to remain competitive in the increasingly challenging
markets, not all companies are able to implement supplier selection criteria
successfully. Different approach is in order to implement supplier selection
successfully across countries, sectors and scale of businesses (Cebi and Bayraktar,
2003). Furthermore the R and D industry is neither similar nor comparable to the
manufacturing or service sectors where supplier selection has long been established.
Thus the importance of a research in the R and D industry to identify influencing
factors specific to this field in order to achieve the maximum benefits of supplier
involvement. Measuring and analyzing the problems faced by an organization in
implementing and maintaining supplier selection should also be understood. With a
better overall picture of the issues, a framework for supplier selection in R and D
firms can be developed.
1.4
Problem statement
Dyson Malaysia needs to remain competitive and continue a sustainable
growth. Therefore, challenges not only from other brands but among the Dyson
group; United Kingdom, Singapore, and China, needs to be overcome. Therefore, an
integrated approach for supplier selection needs to be adopted to further improve its
position and become a role model for a R and D firm. If supplier selection already
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exists, level of implementation is required to be analyzed in detail and issues
addressed to gain the full benefits that offers.
There are only a few researches done earlier looking into supplier selection
criteria in R and D and even less focusing onto the influencing factors in achieving it.
Furthermore, the scope of R and D is large and encompasses activities like design
reliability, design, test, tooling, purchasing and other supporting departments.
According to Webster (1991), vendor reliability is the most important criterion for
evaluating vendors, in most instances. This is because, vendor plays major roles in
ensuring the purchased goods are available when and where required by the
customer. In the supplier section, there are many comparable suppliers. A decision
has to make by considering of price, service, delivery and quality. On top of that,
goodwill, reciprocity and even personalities have an impact on the decision (Zenz
and Thompson, 1989).
The development of economies depends on the development of firms
(Miozzo and Walsh, 2006). Firms are unique in the role they play in articulating R
and D to productive effect. Moreover, according to Miozzo and Walsh (2006), R and
D is unique as problem generator and location for technological, organizational and
economic learning. It is evident that implementing traditional supplier selection
criteria is not enough to achieve and maintain quality in R and D. What is instead
required are factors or models for implementing quality in R and D that are consider
as a holistic set of supplier selection measurements, specific and broad management
practices, and supplier quality culture issues; while keeping in mind the unique
characteristics of the R and D environment. Another point of contention is the
relative benefit to be gained through the involvement of suppliers on product
development and continuous improvement teams (Tracey and Tan, 2001). However,
it is risky to involve outsiders in the inner working of the organization especially in R
and D. Due to the importance and vagueness of supplier selection in R and D and
Dyson, a comprehensive research is required to study the awareness, influencing
factors involved in supplier selection in R and D, implementation level and problems
in the current implementation.
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1.5
Research questions
To address the aforementioned problem, four research questions were
identified and formulated.
1. What is the level of awareness of supplier selection critical factors in an R
and D firm?
2. What is the level of supplier involvement on product design and in
continuous improvement programs in R and D?
3. What are the most significant factors that influence the supplier selection
decision making among R and D staff in Dyson?
4. What is the level of implementation of supplier selection approach in the R
and D industry, specifically Dyson?
1.6
Objectives of the research
The main objective of this research is to identify the influencing factors of
supplier selection in R and D and its implementation which will translate into better
company operations and improved quality which will eventually lead to increase in
customer satisfaction and market share for the organization as a whole. The research
can be concluded in five objectives:
1. Determine the level of supplier selection factor awareness among R and D
personnel.
2. Identify the level of supplier involvement in product design and in continuous
improvement programs in R and D.
3. Identify the critical factors in supplier selection decision making in R and D.
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4. Investigate the level of implementation of supplier selection approach in
Dyson.
5. Recommend suggestions and guidelines for an integrated approach of
supplier selection in Dyson.
1.7
Significance of this study
The study is important as research and studies on supplier selection in
manufacturing R and D has been long overlooked. The importance of R and D as a
source of innovations and enhance customer satisfaction is well understood and thus
the importance of the study. The study would identify the influencing factors in
supplier selection and the approach to achieve supplier selection criteria. The results
of the study would be used to improve the process within Dyson.
The study is significant because it is not only limited to Dyson but can be
incorporated into any organization involved in R and D. As new firms especially in
Malaysia would like to enhance their capabilities and compete with the ‘big boys’ in
the industry, the study gives not only a better picture and importance of supplier
selection in R and D processes but strategies and methods. Findings from this
research could also provide input or guidelines for other various sectors, such as the
service industry. Therefore the study will provide a platform for studies on supplier
selection not only in R and D.
1.8
Research scope
The research scope focuses on supplier selection influencing factors and
approach for supplier selection activities in a R and D organization. The survey
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would analyze the perception and level of implementation of supplier selection
among staff of Dyson Malaysia.
The suppliers in this research referring to the suppliers that involved at
research and development stages especially during new product development; capital
equipment and service providers such as machinery, test rig, measurement equipment
and maintenance tools used for the product development in R and D. Service
providers is referring to external suppliers approached by Dyson mostly to outsource
in house testing due to internal test capacity limitation.
1.9
Research limitations
The primary limitation is related to the sample selection. This research uses
Dyson as a single case study. As such, generalizing the results of this study to other
organizations should be cautioned because research is limited to one organization and
may not represent the R and D industry as a whole.
The focus of this study is on the suppliers that involved at research and
development stages especially during new product development mainly on capital
equipment purchasing such as machineries, test equipments, maintenance tools, and
selecting the service providers such as suppliers involved in external testing.
Designer is the one who handle the supplier selection. Purchasing department
typically handling the administrative portion only once supplier is been finalized by
designer. Therefore, new suppliers introduced at manufacturing stage are not
included as typically these suppliers are not involved in research and design
activities.
The study will be carry within period from December 2008 to March 2009.
Data collection based on structured questionnaire is use for the analysis. Only
completed questionnaire is to be use for the data analysis. There will be also a
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constraint where in certain case designer has limited time and therefore it might not
provide a very good comment.
1.10
Conclusion
The introductory chapter of the thesis presents the background of the
research. It also outlines the objectives, statement of the research problem,
significance, scope and limitations. It also provides the concepts that would be
discussed in the following chapters and a brief description of the location where the
research survey would be carried out.