Exploring Supply Chain Optimization: “Shelf Confidence” Book Presentation

On June 16th, IE Editorial Knowledge department hosted a book presentation titled “Shelf Confidence,” written by Daniel Corsten, a professor at IE Business School, and co-author, Thomas Gruen, a professor at the University of New Hampshire.

The event featured a panel discussion on supply chain and operations, including esteemed speakers such as David Martinez Fontano, CEO of Makro España, Eduardo López-Puertas, End to End Supply Chain Director at Makro España, and Manel Jimenez, Operations Director at Tendam.

Corsten and Gruen conducted extensive research on supply and operations management for over 23 years, exploring the business activities of companies such as P&G in their book. Drawing on their wealth of experience, the authors delved into topics such as improving service levels, reducing costs, enhancing efficiency, and increasing customer satisfaction.

“I would like to thank IE Business School. A book launch is something special for authors and it is wonderful that it is also special for the school,” said Corsten.

The event provided students, alumni and faculty members with a valuable opportunity to witness the practical application of the book's concepts in the real world. Corsten and Gruen engaged in a Q&A session, discussing supply management with high-ranking professionals from Makro and Tendam. During the session, the speakers candidly revealed that supply chain management used to be an overlooked aspect in board meetings across various companies, including Makro.

“I organized a customer panel, so that the CEO of Metro had to face the reality of customers complaining about the poor product availability that was offered by the company in Germany. After that experience, he became an evangelist of supply chain and its importance for the company,” said Fontano.

The panel, consisting of representatives from diverse fields, offered different perspectives on the significance of operations. Jimenez, representing Tendam, a fashion company that owns brands such as Women'secret and Cortefiel, highlighted the importance of supply chain in enabling profitable omnichannel operations.

“The companies are forced to be omnichannel, both online and offline, and the only way to do it in a profitable way is through operations control,” said Jimenez.

The panel also covered the topic of technology and artificial intelligence, as well as their role in the operations segment nowadays. All the speakers agreed that innovation already plays a crucial role in companies' activities, encompassing technologies ranging from cameras to robots.

“Technology helps us control availability in our stores and warehouses, as we are investing in robotics and digitalizing our stocks in terms of operations and mobility. And, on the other hand, there is all the technology we are using to improve the customer experience, like websites and interaction with customers, offering custom promotions,” said Jimenez.

While the speakers acknowledged the significance of AI in the present context, they expressed some concerns about making extensive investments in AI tools.

“I wouldn’t be the first one to replace people completely. I think we have to at least convince our people to use it to increase efficiency. But never to substitute them,” said Fontano.

Events like the presentation of "Shelf Confidence" provide IE Business School with a valuable platform to encourage research among faculty, foster knowledge sharing among students, and facilitate productive discussions and networking opportunities with high-profile industry figures.