A QUALITATIVE STUDY ON ORCHESTRATOR ROLE OF THIRD PARTY LOGISTICS PROVIDERS

Yıl 2013, , 25 - 46, 01.12.2013

Ezgi Uzel Tuncay Kocamaz

https://doi.org/10.14514/BYK.m.21478082.2013.1/2.25-46

Öz

Third party logistics service providers 3PLs have an important role in logistics triad, and supply chain collaboration. However, there is a lack in marketing literature about their consideration as one of the natural parties of the supply chain. Indeed, related with their firm sizes, firm tenures and their service offerings in recent years, they have become to act as the orchestrators of the supply chain This study aims to prove the orchestrator role of 3PLs in Turkey by stating their standardization, visibility and neutral arbitration roles between suppliers and producers. In-dept interviews were conducted on eight logistics professionals consisting both practitioners and academics of logistics in order to create a scale to understand the changing role of 3PLs in Turkey. The results showed that the 3PLs in Turkey have reached to an improved role as the orchestrators of the supply chain.

Anahtar Kelimeler

Orchestrator role of third party logistics service providers, logistics triad, service advantage, services marketing

A QUALITATIVE STUDY ON ORCHESTRATOR ROLE OF THIRD PARTY LOGISTICS PROVIDERS

Öz

Üçüncü parti lojistik hizmet sağlayıcıların 3PL , tedarikçi, üretici ve lojistik hizmet sağlayıcılardan oluşan üçlü lojistik ilişkisinde logistis triad önemli bir rolü bulunmaktadır. Ancak pazarlama yazınında üçüncü parti lojistik hizmet sağlayıcıların 3PL tedarik zincirinin doğal bir öğesi olduğu konusunun yadsındığı görülmektedir. Oysa ki, son yıllarda firma büyüklükleri, görev süreleri ve sundukları hizmetler göz önüne alındığında üçüncü parti lojistik hizmet sağlayıcıların daha gelişmiş bir role orchestrator role büründükleri gözlemlenmektedir.standardizasyonu, şeffaflığı ve nötr aracı kurum olma durumlarını tespit ederek gelişmiş bir rol orchestrator role edindiklerini göstermektir. Bu değişen rolü açıklamak amacıyla lojistik alanında sekiz profesyonelle derinlemesine mülakatlar yapılmıştır. Sonuçlar, Türkiye’de bulunan üçüncü parti lojistik hizmet sağlayıcıların 3PL , son yıllarda tedarik zincirinde gelişmiş bir role orchestrator role eriştiklerini göstermiştir

Anahtar Kelimeler

üçüncü parti lojistik hizmet sağlayıcıların orkestrator rolü, tedarik zincirinde işbirliği, üçlü lojistik ilişki, hizmet avantajı ve hizmet pazarlaması

Kaynakça

• Aktaş, Emel, Berrin Ağaran, Füsun Ülengin and Şule Önsel (2011) “The Use of Outsourcing Logistics Activities: The Case of Turkey”, Transportation Research Part C, 39, p.833-852.
• Ballau, Ronald H. (2003) Business Logistics / Supply Chain Management, 5th Edition, US: Prentice Hall.
• Barratt, Mark and Adegoke Oke (2007) “Antecedents of Supply Chain Visibility in Retail Supply Chains: A Resource-Based Theory Perspective”, Journal of Operations Management, 25, p.1217-1233.
• Bask, Anu H. (2001) “Relationship among TPL Providers and Members of Supply Chains – A Strategic Perspective”, Journal of Business & Industrial Marketing, 16(6), p.470-86.
• Beier, Frederick J. (1989) “Transportation Contracts and the Experience Effect: A Framework for Future Research,” Journal of Business Logistics, 10(2), p.73-89.
• Bitran, Gabriel R., Suri Gurumurthi and Shiou Lin Sam (2006) Emerging Trends in Supply Chain Governance, SSRN Working Paper Series, New York.
• Cargill, Carl F. (1989) Information Technology Standardization: Theory, Process, and Organizations, Digital Press, ISBN 1-5558-022-X.
• Christopher, Martin (2005) Logistics and Supply Chain Management: Creating Value Added Networks, London: Financial Times Prentice Hall.
• Christopher, Martin and Hau L. Lee (2004) “Mitigating Supply Chain Risk through Improved Confidence”, International Journal of Physical Distribution & Logistics Management, 34(5), p.388-396.
• Fulconis, François, Laurence Saglietto and Gilles Pasche (2006) “Exploring New Competences in the Logistics Industry: The Intermediation Role of 4PL”, Supply Chain Forum: An International Journal, 7(2), p.68-72.
• Gentry, Julie J. (1996) “Carrier Involvement in Buyer-Supplier Strategic Partnerships,” International Journal of Physical Distribution & Logistics Management, 26(3), p.14-25.
• Kuglin, Fred A. (1998) Customer Centered Supply Chain Management, New York: AMACOM.
• Larson, Paul D. and Britta Gammelgard (2001-02) “The Logistics Triad: Survey and Case Study Results”, Transportation Journal, 41(2-3), p.71-82.
• Lee, Hau. L., Paddy Padmanabhan and Seungjing Whang (1997) “Information Distortion in a Supply Chain: The Bullwhip Effect”, Management Science, 43, p.546–558.
• Lyles, Marjori A., Barbara B. Flynn and Mark T. Frohlich (2008) “All Supply Chains Don’t Flow Through: Understanding Supply Chain Issues in Product Recall”, Management and Organization Review, 4(2), p.167-182.
• Malhotra, Naresh K. (2007) Marketing Research, 5th Edition, New Jersey: Pearson Education.
• Mentzer, John T. (2004) Fundamentals of Supply Chain Management: Twelve Drivers for Competitive Advantage, California: Sage.
• Mohr, Jakki, and Robert E. Spekman (1994) “Characteristics of Partnership Success: Partnership Attributes, Communication Behaviour, and Conflict Resolution Techniques”, Strategic Management Journal, 15(2), p.135–152.
• Morash, Edward A., and Clinton, Steven R. (1997) “The Role of Transportation Capabilities in International Supply Chain Management”, Transportation Journal, 36(3), p.5-17.
• Ovalı, Serap (2008) “TRACECA Projesi ve Türkiye”, International Journal of Economic and Administrative Studies, 1(1), p.151-170.
• Russell, Andrew L. (2005) “Standardization in History: A Review Essay with an Eye to the Future”, in The Standards Edge: Future Generations (eds. S. Bolin and A. Arbor), US: Sheridan. p.247-260.
• Şahin, Evren, Mohamed Zied Babai, Yves Dallery and Renaud Vaillant (2007) “Ensuring Supply Chain Safety Through Time Temperature Integrators”, The International Journal of Logistics Management, 18(1), p.102-124.
• Simatupang, Togar M. and Sridharan, R. (2002) “The Collaborative Supply Chain”, International Journal of Logistics Management, 13(1), p.15-30.
• Sink, Harry L. and C. John Langley Jr. (1997) “A Managerial Framework for the Acquisition of Third-Party Logistics Services”, Journal of Business Logistics, 18(2), p.163-189.
• Sink, Harry L., C. John Langley Jr. and Brian J. Gibson (1996) “Buyer Observations of The US Third-party Logistics Market”, International Journal of Physical Distributions, 26(3), p.38-46.
• Skilton, Paul F. and Jessica L. Robinson (2009) “Traceability And Normal Accident Theory: How Does Supply Network Complexity Influence The Traceability Of Adverse Events?”, Journal of Supply Chain Management, 45(3), p.40-53.
• Stubbs, Charles (2004) “Partnering in the New Economy”, European Business Journal, 16(3), p.113-19.
• Swaminathan, Jayashankar M. and Sridhar R. Tayur (2003) “Models For Supply Chain in E-Business”, Journal of Management Science, 49(10), p.1387-1406.
• Tse, Ying Kei and Kim Hua Tan (2012) “Managing Product Quality Risk and Visibility in Multi-Layer Supply Chain”, International Journal of Production Economics, 139(1), p.49- 57.
• Veronneau, Simon and Jacques Roy (2009) “RFID Benefits, Costs, and Possibilities: The Economical Analysis of RFID Deployment in a Cruise Corporation Global Service Supply Chain”, International Journal of Production Economics, 122, p.692-702.
• Vries, Henk J. de (1999) Standardization – A Business Approach to the Role of National Standardization Organizations, Boston: Kluwer Academic.
• Yıldırım, Ali and Hakan Şimşek (2011) Sosyal Bilimlerde Nitel Araştırma Yöntemleri, 8th edition, Ankara: Seçkin.
• Zacharia, Zach G., Nada R. Sanders and Nancy W. Nix (2011) “The Emerging Role of the Third-Party Logistics Provider (3PL) as an Orchestrator”, Journal of Business Logistics, 32(1), p.40-54.