viernes, 21 de noviembre de 2008

Octavo Aplanador: Intromisión de los subcontratistas en las empresas contratantes (Insourcing)


El insourcing es el proceso mediante el cuál una empresa que cumple funciones de logística para otra empresa comienza a “intrometerse” no solo en la logística, sino en la manufacturación, la atención al cliente, la fabricación y hasta la comercialización de los productos de la empresa contratante sin adueñarse de ella. Un ejemplo práctico lo ilustra más gráficamente: “imagina que el móvil de Nokia que compraste hace unos días con la más alta tecnología deja de funcionar sin previo aviso, llamas a Nokia y te aconsejan que envíes por UPS el móvil para que te lo reparen y en menos de una semana lo tengas nuevamente contigo (…) pero que realmente sea la gente de UPS quienes atendieron tu llamada, recogieron tu móvil y lo llevaron a una fábrica de UPS especializada en reparar móviles Nokia, para luego llevártelo nuevamente a tu domicilio (…) y todo en nombre de Nokia sin la participación en absoluto de la compañía de móviles”, bienvenido a la era del Insourcing.

En esta nueva etapa de colaboración y expansión de las empresas de logística con sus contratantes UPS –la compañía de transporte, envío y entrega de paquetes, y logística más grande del mundo seguida por Fedex y DHL— se destaca por encima de las demás. Lo que comenzó siendo una empresa de transporte de paquetes en la cuál sus empleados utilizaban unos pantaloncillos cortos color caqui muy característicos, es hoy en día la corporación de insourcing y logística más exitosa y desarrollada del planeta. Todo este proceso hace que en “un día cualquiera UPS envíe el semejante el 2% del PIB (Producto Interno Bruto) de todos los países del mundo”.
Todo comienza debido a que no todas las empresas pueden darse el lujo de poseer una cadena global como la de Wal-Mart, incluso, la minoría de las empresas pueden mantener una cadena semejante; pero con un mundo plano, estas compañías tienen posibilidad de promocionar y vender sus productos vía internet (a pesar de ser un proveedor muy pequeño), pero no de enviarlos a medio mundo para que sean retornados por defectos y vueltos a enviar reparados, o simplemente prefieren invertir en lo que las hace famosas (diseño o calidad) y no en despachar a más de 6.000 millones de personas. Aquí es donde entran las empresas como UPS y se meten en el proceso de desarrollo, analizan y mejoran tu proceso de manufacturación y gestionan tu cadena de suministros ofreciéndote llegar a todos los rincones del mundo para que la persona común –todos, por lo que representa una aplanador impresionante— pueda competir con gigantes como Nike y el propio Wal-Mart.

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