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KLU ANNUAL EVENT 2015 | HAMBURG, JULY 7, 2015
HOW TO UNLOCK THE VALUE OF ADDITIVE MANUFACTURING?
PROF. DR. KAI HOBERGPROF. DR. MATTHIAS HOLWEGJAKOB HEINEN
BEYOND THE HYPE OF 3D PRINTING
THE KLU Chart 2PROF. DR. KAI HOBERG | KLU ANNUAL EVENT 2015 SLIDE 2
A HYPE ON 3D-PRINTING CURRENTLY FILLS THE NEWSPAPERS AND DISTORTS THE ACTUAL CAPABILITIES
Article Extracts
Sources: (1) Strategy&, February 2015 (2) Harvard Business Review, March 2013 (3) The Wall Street Journal, August 2014 (4) Forbes, July 2014.
With 3D printing, an idea can go directly from a 3D design file to a finished
part.
Fully 41% of air cargo and 37% of ocean container
shipments are threatened by 3D printing.
The technologycould change howwe do everything from packing for trips to what's made in our kitchens.
3D printers will […] follow the trajectory of the personal computer and the home
printer.
SELECTION
THE KLU Chart 3PROF. DR. KAI HOBERG | KLU ANNUAL EVENT 2015 SLIDE 3
WE SEE FOUR KEY VALUE PROPOSITIONS FOR FIRMS TO APPLY ADDITIVE MANUFACTURING IN MASS MANUFACTURING
AM Value Propositions
Efficient customization
Increased product functionality
Decreased processcomplexity
Reduced warehousing & logistics
1
2
3
4
Lot size one Need for lot size one? Economies of scale apply?
Better performance AM enabled design? Unit production cost?
50 parts 1 part Different materials? AM process integration?
Local on-demand production
On-demand production? Intellectual property?
THE KLU Chart 4PROF. DR. KAI HOBERG | KLU ANNUAL EVENT 2015 SLIDE 4
A 2D BLUEPRINT FOR AN AM SUPPLY CHAIN OPERATING MODELEXAMPLE
Traditional Off-Set Printing Supply Chain
Digital Printing Supply Chain
Leading scientific publisher
for journal and book titles
Large product portfolio
Uncertain demand over
uncertain product life
High set-up costs
High batch production quantities due to
economies of scale
Poor supply-demand match
Lower set-up costs enable batch sizes
down to one
Higher unit costs than classic offset printing
with larger batches
Decentralized printing with lower inventories
(but not zero)
THE KLU Chart 5PROF. DR. KAI HOBERG | KLU ANNUAL EVENT 2015 SLIDE 5
THERE ARE MANY OPEN QUESTIONS COMPANIES AND ACADEMIA NEED TO TACKLE
SELECTIONSupply Chain AM Research Questions
1. When to invest in how much AM capacity?
2. Invest into own capacity or draw on external third party service provider?
3. What are potential business models for additive manufacturing?
4. Which parts should be certified for AM production?
5. Which combination of traditional and AM technology is optimal?
6. Where should AM capacity be positioned? Does AM bring the often
promised decentralized production or re-shoring?
7. How can AM reduce inventories by moving closer to an on-demand
production? Which inventories are still required?
8. What services emerge beyond the pure printing for third party service
providers to add value?
9. Can logistics service providers align their business models to
incorporate AM along their value chain?
10. …
1. When to invest in how much AM capacity?
2. Invest into own capacity or draw on external third party service provider?
THE KLU Chart 6PROF. DR. KAI HOBERG | KLU ANNUAL EVENT 2015 SLIDE 6
THANK YOU VERY MUCH FOR YOUR INTEREST
Prof. Dr. Kai HobergAssociate Professor of Supply Chain and Operations Strategy
Kühne Logistics University Wissenschaftliche Hochschule für Logistik und UnternehmensführungGroßer Grasbrook 1720457 Hamburg Tel.: +49 40 328707-276Fax: +49 40 328707-209 Email: [email protected] Website: www.the-klu.org
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