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1
GOVERNANCE OF DIETARY
STANDARDS AND PRODUCT
COMPLIANCE VIA DYNAMIC
& ADAPTABLE REGULATORY
DATA MANAGEMENT
Dr. Walid EL ABED
Dr. Anne GIRAUD
13 TH ANNUAL DATA QUALITY SOLUTIONS SUMMIT
October, 23-25 2012,
Santa Barbara, California
FIRMENICH BUSINESS CASE STUDY:
Global Data Excellence © 2012
Data Excellence Management©
Dr. Walid el AbedFounder & CEO
Global Data Excellence Ltd
Govern by value ©
Global Data Excellence © 2012
Govern by value : the new paradigm shift
GDE : We are the Data Excellence company*
4
Founded in 2007 by senior experts in
Global Business Excellence
Software company with a Swiss
culture of quality and innovation,
present in Switzerland, France, UK, US,
The Netherlands, Middle East, and
South Africa
* Gartner : GDE is a cool vendor that enables governance beyond master data.
Global Data Excellence © 2012
Govern by value : the new paradigm shift
A system embedding a Framework
to cultivate a value driven governance
5
Data Excellence Framework (DEF©)
Systematic approach and method to
govern data as a company asset.
15 years of university and industry
research with practical execution in
large organizations.
Data Excellence Management System
(DEMS©)
Collaborative and revolutionary system
to fully support the implementation of
DEF capabilities.
* Top business schools (Paris Dauphine, IMD,…) are including DEF in their
leadership programs
Global Data Excellence © 2012
Govern by value : the new paradigm shift
The polarizer is the weapon
to maximize the business value of your enterprise data
6
Global Data Excellence © 2012
Govern by value : the new paradigm shift
The data excellence rush
7
Global Data Excellence © 2012
“A DIFFERENT GAME”
Information is transforming traditional business ”The Economist
For just one ingredient, vanilla, its American operation was
able to reduce the number of specifications and use fewer
suppliers, saving $30m a year. Overall, such operational
improvements save more than $1 billion annually.”
Nestlé’s Chris Johnson
“
“
Global Data Excellence © 2012
Govern by value : the new paradigm shift10
Govern by Value : the new paradigm shift
Global Data Excellence © 2012
Govern by value : the new paradigm shift
Corporations are in a paradigm shift
from the industrial era to the information era…
11
Global Data Excellence © 2012
Govern by value : the new paradigm shift
BASEL III CARBON
FATCA
ISO
SIX SIGMA
CLIENT DATA
SUPPLIER DATA
PRODUCT DATA
EMPLOYEE DATA
MARKET DATA
TRANSACTIONAL DATA
OPEN DATA
REFERENCE DATA
FINANCIAL DATASLABUSINESS
RULES
STANDARDS
REGULATORY
POLICIESBEST
PRACTICES
MASTER DATA
DODD-FRANK
MiFID
SOLVENCY II
UCITS IV
RULE
DATA
…tsunamis of rules and data are
now hitting the information era !
12
BIG DATA
Global Data Excellence © 2012
Govern by value : the new paradigm shift
A golden opportunity
to cultivate your data asset for a sustainable success !
13
TRUST
TRANSPARENCY
AGILITY
INTELLIGENCE
Global Data Excellence © 2012
Govern by value : the new paradigm shift14
Govern by Value
What Value?
Global Data Excellence © 2012
Govern by value : the new paradigm shift
Corporate value is created
at the business transaction (your ultimate rendezvous)
“The business transaction is a
rendezvous between
shareholders and customers
where you convert expectations
into results
and when value is
created.”
15
Global Data Excellence © 2012
Govern by value : the new paradigm shift
The Key Value Indicators are
your dashboard to enterprise value creation (or loss)
“The Key Value Indicator
(KVI) measures the impact
on the transaction :
a currency value for both
realised and missed results”
data
rule
s
KVI “A rendezvous (transaction)
fully succeeds when
available information (data)
meets expectations
(rules).”16
Global Data Excellence © 2012
Govern by value : the new paradigm shift
The enterprise role is to enable
flawless execution of the ultimate rendezvous along the
whole value chain
“Each enterprise function has critical intermediate rendezvous’ that each
contributes
to the
ultimate
enterprise
transaction
value”
17
Global Data Excellence © 2012
Govern by value : the new paradigm shift
Govern by Value means
anticipate the flawless execution of each rendezvous
18
20
FIRMENICH ESSENTIALS
Founded in Geneva, Switzerland, in 1895
Over 6’000 Employees
CHF2.9B annual Turnover FY2010
Since 1989, 7% average growth per year
Around 14% world market share
In our 5th generation of 100% family-owned leadership
The largest privately owned company in the fragrance and flavor industry
Vernon Sankey, Chairman & Patrick Firmenich, CEO
We have a world class reputation and a passion for smell and taste
22
FIRMENICH ACTIVITY
FLAVOR
• Beverages: liquid carbonated, powder drinks, tea, coffee, alcoholic drinks, etc.
• Sweet Goods:bakery, desserts, cereals, dairy, etc.
• Savory Foods:snacks, soups, sauces, fats & oils, etc.
PERFUMERY
• Fine Fragrance:men’s and women’s perfume, eau de parfum, eau de toilette and eau de Cologne.
• Body Care:hair care, soaps, deodorants, body wash, cosmetics, etc.
• Home Care:surface care, laundry care, air care, etc.
INGREDIENTS
• Hedione®, Furaneol®, Iralia®,Muscone, Damascenone, Habanolide®, Polysantol®, Dynascone 10® and many more...
FIRMENICH CLIENTS:The world’s leading multinational manufacturers of beauty, household &
fabric care products, pharmaceuticals, food & drinks.
23
GLOBAL CONTEXT
Muslim population ~1.8 bio, ~25 % of world population
35 % Expected increase in the next 20 years
Halal annual market : $ 650 billions / year
12 % in Europe and North America
Halal Supply Chain: is regulated by Halal standards
Is controlled by Halal certifying authorities
To Firmenich, developping a halal marketing model is:
A necessity A challenge An opportunity
For business For sustainability
24
PARAMETERS OF THE EQUATION
X= Firmenich Halal Marketing Model
Muslim Population * n Halal Demands
Supply Capacity
Halal Compliance
y Products * z Operations
World
Compliance =Standard
Certification
n Rules + m Controls
c Data
Global
*
+
X =
25
FIRMENICH STRATEGY
Process &
Operational
Control
Standard
Unification &
Data
Globalization
Systemic
Integration
Data
Management
26
HALAL STANDARD
Raw Materials Screening
Raw Materials Sourcing
Product Design
Product Certification
ProductionCustomer’s
Demand
Halal standard is owned by certifying authorities who define the
guidelines, rules, constraints and limits that are applicable to
products (What) and processes: (How):
Ethanol content
Ethanol origin (fermentation, intrinsic, residual, etc.)
Animal origins (Dairy, Meat, Pork, etc.)
Biotechnology origins (Cells culture, yeasts, etc.)
Etc.
27
EXTERNAL OPERATIONAL CONTROL/VALIDATION
Halal supervision
Halal certifying bodies: HFCE/IFANCA
MUI
Standards
Quality & Food Safety: ISO9001
FSSC22000/BRC
FPA-, GMA-Safe
HS&E: ISO14001
OHSAS18001
Compliance to
standard is
validated by
SGS, the
world’s leading
inspection,
verification,
testing and
certification
company.
28
MANAGEMENT OF PRODUCTION PROCESSES
Halal
products
Products containing
pork
Intrinsically non-halal
products
PORK-FREE RESOURCE PORK RESOURCE
Good Manufacturing Practices & HACCP Allergen management
Cross contamination prevention
Labeling control
Hygienic design
CIP and QC validated cleaning procedures
Appropriate storage and conditionning
Production segregation
29
PRODUCTS CONTROL
Halal Rules:
Ethanol content and origins (fermentation, intrinsic, residual, etc.)
Animal origins (Dairy, Meat, Pork, etc.)
Biotechnology origins (Cells culture, yeasts, etc.)
Etc.
Flavors, Fragrances and Chemicals complexity:
30-50 components average
Processing
Chemical reactions
30
INGREDIENTS AND PRODUCTS MANAGEMENT
Each raw material is screened from
every vendor for compliance to specs:
> 200 individual pieces of
information on a standard
questionnaire
> 6000 available attributes
RuleMaterial
AttributesLimits
Allowed 100 %
Banned 0 %
Limited
Material attributes
Y %X %
Material
Y %<
= Allowed
X %<
= Banned
32
CONCEPT
Key Value IndicatorMeasured value and
impact of DEI
Data Excellence IndexMeasured compliance
Contextual PolarizationContext driven visualization of
DEI and KVI
COMPANY’S DATA Business Excellence Rule
Regulatory
Data
Business
Process
Contextual
Data
Master
Data
Transaction
Value
D
E
I
K
V
I
Proactive Data Governance
33
REGULATORY BUSINESS CASE…
Business Excellence Requirements: Products that are required halal by customers must be certified halal.
Customer Production
Site
Product Product
Halal Status
Customer’s
Requirement
Sales Amount
($)
TCCC Firsa Lemon
Flavor
Halal
certified
Halal required 50’000
PepsiCo Firsa Strawberry
Flavor
Not Halal
certified
Halal required 25’000
34
CONTEXTUAL POLARIZATION
Strawberry Flavor
Pro
duction S
ite
TCCC
PepsiCoLemon Flavor
Firsa
DEI 0 %
KVI 0
0 %
DEI 100 %
KVI 50’000
100 %
DEI 100 %
KVI 50’000
100 %
DEI 0 %
KVI 0
0 %
DEI 50 %
KVI 50’000
67 %
35
EDM IN THE CONTEXT OF REGULATORY DATA
GOAL
Ensure compliance to standards and regulations in a pro-active and sustainable way
Identify and quantify risks for compliance to regulations
Identify the issues, prioritize and fix them
STRATEGY
Shift from data management to dynamic data governance by value
MEANS
Achieve alignment between business and data
Measure the value and business impact of data