Luvata: Managing the tension between product uniqueness and input standardization

Manufacturers’ strategy of expanding into new product areas can collide with the desire to increase supply chain standardization. Luvata is a case in point. One of the company’s strategic aims is to expand into unique product areas, to avoid overly commoditized markets. However, Bob Kickham, senior vice-president for procurement, is pushing standardization to keep costs under control. “All buyers are for standardization,” he says. “Unfortunately, our strategy is around getting niche and getting close to customers.” For example, one of the firm’s operating units, which supplies tubes to the air conditioning industry, works to make these smaller and lighter, using new materials. “We’re trying to push the boundaries to make more efficient, non-standard products,” he says. “All this causes strong, healthy tension between the guys that manage the supply chain and those managing customers,” says Mr. Kickham. Part of the solution is closer collaboration with suppliers.

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