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Int. J. Production Economics 112 (2008) 614–629


www.elsevier.com/locate/ijpe

Exploring the impact of RFID technology and the EPC network


on mobile B2B eCommerce: A case study in the retail industry
Samuel Fosso Wamba, Louis A. Lefebvre, Ygal Bendavid, Élisabeth Lefebvre
ePoly Centre of Expertise in Electronic Commerce, École Polytechnique de Montréal, C.P. 6079, Station Centre-ville,
Montréal, Que., Canada H3C 3A7
Received 1 March 2006; accepted 6 February 2007
Available online 12 June 2007

Abstract

The main objective of this article is to provide some insights into radio frequency identification (RFID) technology and
the electronic product code (EPC) network and investigates their impacts on mobile B2B eCommerce. Based on empirical
data gathered from interrelated firms of a supply chain, several scenarios integrating the RFID–EPC network have been
tested in a pilot project and evaluated. Through a business process approach, our results indicate that (i) this approach
seems appropriate to capture the potential of the RFID–EPC network; (ii) the RFID–EPC network can improve the
‘‘shipping,’’ ‘‘receiving,’’ and ‘‘put-away’’ processes; (iii) these technologies can cancel, automate, or automatically trigger
some business processes; (iv) they foster a higher level of information sharing/synchronization between supply chain
members; and (v) they require to be integrated in a wider strategy.
r 2007 Elsevier B.V. All rights reserved.

Keywords: Mobile commerce; RFID–EPC network; Retail industry; Supply chain visibility; Intelligent processes

1. Introduction eCommerce, followed in Section 3 by the theoretical


issues including a literature review on RFID
This article draws on the radio frequency technology, and two important literatures offering
identification (RFID) technology and the electronic some theoretical base to our research. In Section 4,
product code (EPC) network to investigate their real we present the methodology and the research design
impacts on mobile B2B eCommerce, with the aim of of the study. Finally, in Section 5, the results and
improving our understanding of how RFID tech- discussions are presented where emerging technolo-
nology and the EPC network can be integrated into gical and business scenarios integrating RFID
a specific supply chain with the main objective to technology and the EPC network are proposed.
understand its impact on mobile B2B eCommerce.
Section 2 presents technology issues regarding
2. Technology issues
RFID technology, the EPC network, and mobile
Corresponding author. Tel.: +1 514 340 4711x5865; 2.1. RFID technology
fax: +1 514 340 3256.
E-mail address: samuel.fosso-wamba@polymtl.ca Even through RFID technology seems to have
(S. Fosso Wamba). emerged quite recently, the concept is not new.

0925-5273/$ - see front matter r 2007 Elsevier B.V. All rights reserved.
doi:10.1016/j.ijpe.2007.05.010
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It has its origins in military applications during coding, optical recognition, biometrics, card tech-
World War II, when the British Air Force used nology, touch or contact memory technology,
RFID technology to distinguish allied aircraft from and RFID technology. Wireless technologies repre-
enemy aircraft with radar (Asif and Mandviwalla, sent an emerging area of growth and are at the core
2005). of most mobile commerce (m-commerce) applica-
However, RFID technology has received a great tions (Ngai et al., 2007). Even though the terms
deal of attention over the last few years, with a ‘‘mobile’’ and ‘‘wireless’’ are used interchangeably,
‘‘boom’’ in early 2003 due to (i) recent key they actually have different meanings. ‘‘Mobile is
developments in microprocessors and (ii) demands the ability to be on the move’’ (Mallick, 2003, p. 4),
by Wal-Mart and the US Department of Defense positioning a mobile device as any terminal that can
(US DOD) that major suppliers should adopt and be used on the move (e.g., Personal Digital
implement the technology by the beginning of 2005 Assistant (PDA), mobile phone, or laptop), while
(Srivastava, 2004). The interest in RFID is high- ‘‘wireless’’ refers to the transmission of data over
lighted by the many recent white papers published radio waves, meaning that a wireless device is
by technology providers (e.g., Intermec, 2006; Texas any terminal that uses a wireless network to either
Instruments, 2004), consulting firms (e.g., Bearing- send or receive data (Mallick, 2003). Wireless
Point, 2004; Accenture, 2005), infrastructure provi- networks can be divided into four main categories:
ders (e.g., HP, 2005; Sun Microsystems, 2004), (i) Wireless Personal Area Network (WPAN),
enterprise software providers (e.g., SAP, 2005), and which can be used to allow PCs, PDAs, mobile
solution providers (e.g., IBM, 2003). phones, and Blackberries to detect each other
RFID technology is classified as a wireless and interact; (ii) Wireless Local Area Network
automatic identification and data capture (AIDC) (WLAN), which provides simple Internet or in-
technology (Fig. 1). AIDC technologies include bar tranet access to PCs, PDAs, and laptops equipped
with a wireless network card; (iii) Wireless Metro-
politan Area Network (WMAN); and (iv) Wireless
Wide Area Network (WWAN), which is the
WWAN & network used by most cellular phone companies
SATELLITE
and Global Positioning Systems (GPS) (location
WMAN
technology based on a system of satellites orbiting
WLAN the earth).
In general, wireless networks are used to access
WPAN
WP data, resources, vital information, and communica-
tion tools, anytime, anywhere.
Basically, an RFID system is composed of three
layers: (i) a tag containing a chip, which is attached
to or embedded in a physical object to be identified;
(ii) a reader and its antennas that allow tags to be
interrogated and to respond without making con-
Wire
Wireless Mobile tact (in contrast to bar codes, which require a line of
sight and must be read one at a time); and (iii) a
Acti
Active computer equipped with a middleware application
that manages the RFID equipment, filters data, and
Semi
S Passive R
RFID
interacts with enterprise applications (Asif and
Passive
Mandviwalla, 2005).
R
Radio Frequency RFID tags come in a wide variety of designs and
have many different functional characteristics such
C
Contact Memory
as power source, carrier frequency, read range, data
Bar Code AI
AIDC
storage capacity, memory type, size, operational
life, and cost. They may be (i) either read only or
Op
Optical C
Card
Recognition
R Technology
T
B
Biometric read/write capable and (ii) active, passive, or semi-
passive depending on the way in which they draw
Fig. 1. Positioning RFID in the wireless landscape. operating power and transmit data to the reader.
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Active tags have a tiny embedded battery from within the EPCglobal network (Violino, 2004),
which they draw power, allowing greater commu- allowing end-to-end information sharing.
nication range, higher data transmission rates, and Products with an EPC tag have the ability to
larger data storage capacity than passive tags. communicate with their environment and make or
Because they do not contain a power source, passive trigger basic decisions relevant to their manage-
tags are less expensive than active tags (Asif and ment. Such products are also called ‘‘intelligent
Mandviwalla, 2005). However, the choice of the products’’ or ‘‘smart products’’ (Strassner and
appropriate tags depends on the objectives of each Schoch, 2004).
business application.
An RFID reader may consist of a read or read/ 2.3. Mobile eCommerce
write module (Ngai et al., 2007); when requested, it
can send the pre-configured location and the Mobile eCommerce (m-eCommerce), considered
identification of an object to a computer, which to be an evolution of eCommerce (Strader et al.,
can initiate business processes automatically 2004), is defined as the wireless B2B and B2C
(Kärkkäinen, 2003). exchange of operational and financial data within a
supply chain over the complete life cycle of a
2.2. The EPC network business relationship (Gary and Simon, 2002; Léger
et al., 2005). m-eCommerce is an emerging phenom-
The EPC network, also called EPCglobal net- enon and analysts predict impressive growth.
work, was proposed and developed by Auto-ID Indeed, the worldwide m-eCommerce revenues were
Center at MIT. This so-called ‘‘intelligent network’’ US$14 billion in 2002 (Upkar and Vetter, 2002),
is now considered as a standard for RFID infra- and are expected to reach US$554.37 billion in 2008
structure (Floerkemeier et al., 2003; EPCglobal, (Yang, 2005). This promise is driven by the rapid
2004; Srivastava, 2004), and is expected to increase evolution in wireless technologies and the rapid
efficiency and accuracy in the supply chain (Violino, diffusion of mobile terminals (i.e., PDA, mobile
2004). It is made up of five components: (i) The EPC phone, Blackberry, etc.) (Strader et al., 2004). For
starts as a 64- to 128-bit identifier. Once it is example, more than 800 million mobile terminals
incorporated into an RFID chip (also called an EPC were in use worldwide in 2002 (Barnes, 2002), and
tag) and attached to a physical object, product, or of this number, almost 237 million were involved in
item, it can provide information such as the m-eCommerce during the same period (Upkar and
manufacturer, the product category and size, the Vetter, 2002). In 2004, wireless applications were
date when the product was made, the expiration identified as the second priority by worldwide
date, the final destination, etc. (ii) The RFID reader companies in terms of intentions to adopt new
identifies any EPC tag within its interrogating field, technology (eMarketer, 2004). A second factor
reads the EPC tag, and forwards information to the driving the growth of m-eCommerce is the expan-
SAVANT. (iii) The SAVANT is the middleware sion of eCommerce.
system located between readers and the application In the retail context, supply chain management
systems (AS). Based on configured business rules, it (SCM) is seen as an important activity and one
is responsible for data filtering and aggregation and where RFID technology and the EPC network
interacts with the EPC Information Service (EPC- could have tremendous impacts. Indeed, the inte-
IS) and the local Object Name Service (ONS). (iv) gration of wireless technologies to support business
The EPC-IS, also called the Physical Markup processes within a supply chain could have a
Language (PML) server, is the gateway between significant impact on overall business operations
any requester of information and the firm’s AS and (Kumar and Zahn, 2003), leading to competitive
internal databases. The EPC-IS stores, hosts, and advantages in terms of cost reduction, supply chain
enables access at real time to any EPC code across responsiveness, and performance of supply chain
the Internet (Violino, 2004). (v) The local ONS is an functions (Eng, 2005). It would therefore impact
authoritative directory of information sources the strategic management of all firms involved
available in order to describe all EPC tags used in in the supply chain (Barnes, 2002). The main thrust
a supply chain (Floerkemeier et al., 2003; EPCglo- of this paper is therefore to demonstrate that
bal, 2004). Each firm in a given supply chain hosts a RFID technology and the EPC network could
local ONS, which communicates with the root ONS have huge impacts on mobile B2B eCommerce
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(m-B2B-eCommerce), which is defined as the wire- (Srivastava, 2004, p. 1). At a strategic level,
less B2B exchange of operational and financial data Gunasekaran and Ngai (2005) suggest that RFID
within a supply chain. may act as an enabler of a build-to-order SCM
strategy by leveraging the advantages of other
3. Theoretical issues information technologies such as the Internet,
eCommerce, ERP, and wireless technologies.
3.1. Literature review on RFID technology Lefebvre et al. (2005) analyze how supply chain
processes can be redesigned when using RFID and
The interest in RFID is also reflected in various examine the impacts of RFID in terms of improve-
fields of research in the academic community such ments through process integration, automation,
as innovation management, project management, cancellation, and the emergence of new ‘‘smart
SCM, PLM, IS, eCommerce, etc. For instance, in processes’’. Through the presentation of multiple
the field of innovation management, Sheffi (2004) case summaries, Angeles (2005) also illustrates the
positions RFID technology in an innovation life potential benefits derived from RFID technology
cycle and speculates on the possible paths for future adoption in a supply chain context, such as the
adoption. Widespread adoption of RFID technol- reliability of the information on the movements
ogy may be hindered by many technical and of the physical goods, the better tracking of
business challenges (Asif and Mandviwalla, 2005) products in manufacturing processes, the automa-
such as (i) the lack of common standards that raise tion of manual processes and the reduction in
interoperability issues, (ii) the relatively high costs human-based errors, etc. Through a hypothetical
related to hardware and software as well as the cost example, the author suggests that RFID has the
for integration of RFID technology with legacy potential of generating ‘‘process freedoms and
systems, (iii) security issues related to data access, as supply chain visibility’’ (Angeles, 2005, p. 57) at
well as privacy and legislation issues, and (iv) the least in the case of specific distribution processes
need to acquire the specialized skills required for (e.g., receiving, put away, order filling, and ship-
RFID implementation. In the same line of thought, ping). Finally, Kärkkäinen (2003) analyzes the
Wu et al. (2005) also examine challenges when potential of RFID technology to increase efficiency
adopting RFID technology, namely technology in a supply chain of ‘‘short shelf-life products’’.
challenges with the high rate of new hardware and From one case study, Kärkkäinen identifies major
software introduction, standard challenges with the opportunities at the store levels in terms of (i)
lack of a unified RFID standard, patent challenges, reduction of stock loss through increased inventory
and intellectual properties rights, cost challenges accuracy and better control of stock rotation and
related to the tags but also to the customization and (ii) improved replenishment productivity through
configuration of the system, ROI challenges in term increased asset visibility.
of cost reduction and value creation, and finally Mathematical and simulation models may also
infrastructure challenges related to RFID deploy- assess the impacts of RFID on supply chain
ment in the SC. To these challenges, Bendavid and dynamics. For instance, Fleisch and Tellkamp
Bourgault (2005) add ‘‘project management chal- (2005) demonstrate the potential benefits of RFID
lenges’’ for ‘‘effective RFID implementation and in a retail supply chain environment for reducing
use’’ in a multi-firm context that requires inter- inventory inaccuracies while at the same time also
organizational cooperation among a network of reducing supply chain costs and out-of-stock levels.
firms involved in implementing this technology. Gaukler (2005) also investigates the improvement of
These later challenges raise considerable complex- inventory replenishment decisions considering ‘‘in-
ities, as individual firms with their own specific formation visibility’’ as a key dimension to an
objectives for RFID adoption may be conflictual. RFID-enabled supply chain.
Indeed, Yang and Jarvenpaa (2005) explore the In the product life-cycle management (PLM)
importance of trust in the adoption of RFID as perspective, some authors explore various options
interorganizational systems (IOS) have to be collec- for optimizing end of life operations (e.g., sorting of
tively adopted. recyclables products) by linking specific product
One of the most investigated areas of research information (e.g., dismantlement instructions) to
concern the SCM and warehousing activities where materials and products through the use of RFID
RFID has been considered as ‘‘the next revolution’’ tags (see, for instance, Saar and Thomas, 2003).
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Taking a broader PLM perspective, Kiritsis et al. capital investment in the US economy (Devaraj and
(2003) propose a model integrating RFID technol- Kohli, 2003). Worldwide investments in RFID
ogy for product information management with the technology may rise from $363 million in 2004 to
use of smart embedded systems. Their model almost $3000 billion in 2010 (eMarketer, 2005).
enables the capture of data at any point in the However, the assessment of the impacts derived
supply chain and the feedback of information and from these investments remains a challenging and
knowledge, from middle of life operations (e.g., controversial task. Opinions on the real value from
service, maintenance) and end of life operations the investments in IT diverge considerably. For
(e.g., recycling) back to the designers and producers example, Brynjolfsson and Hitt (1996), using a
for the optimization of beginning of life operations. microeconomics-based view, reported significant
Another area of research lies in the information return of investment of IT at the firm level. Mooney
system literature where eCommerce applications are et al. (1996) arrived at the same conclusion using a
proposed. Kärkkäinen et al. (2003) propose a process-view approach. However, Willcocks and
‘‘product centric approach’’ as a flexible informa- Lester (1994) suggested that there is no clear link
tion collection and sharing approach for supply between IT spending and firm gains in terms of
chain members. In this later approach, product market share or profitability. Despite this contro-
information management is based on centralizing versy, many studies try to assess the value arising
information to the individual products, where from IT adoption. For instance, Brynjolfsson and
‘‘software agents share information in a peer-to- Hitt (1996) arrived at the conclusion that IT
peer fashion’’ (p. 151): each unique object is investments can lead to cost savings, improve
assigned to a unique identification, namely the quality in service and better customer service.
domain name service (DNS) of the Internet. However, to fully grasp the real value of IT, IT
Recently, Ngai et al. (2007) present the findings of investments are not sufficient without complemen-
one case study where an RFID (prototype) system is tary investments: firms have to invest on time,
integrated with m-commerce technologies (e.g., organizational change and knowledge, work rou-
wireless devices, wireless accessible web portals, tines, and new processes. Along the same lines, Ross
SMS gateway, etc.) to improve inefficiencies related (2002) from empirical evidence showed that IT
to container depot management (i.e., customer investment has ‘‘a positive impact on market
service, order management, container management, performance as a result of better coordination in
real-time and alert monitoring). the value chain. Additionally, coordination produc-
Finally, multiple (research) questions remain tivity seems to benefit from increased investment by
(see Curtin et al., 2007) such as (i) development, reducing, say, working capital requirements’’ (Ross,
adoption, and implementation of the RFID tech- 2002, p. 591).
nology, (ii) its actual and potential use, and its Barua et al. (1995) point out that IT investment
evolution, and (iii) its impact on business policies can have huge impacts on firm capacity utilization,
and practices and market dynamics. Our work inventory turnover, quality, price, new product
attempts to partially fill this gap by answering the development, market share, and return on asset
following question ‘‘how does integration of RFID (ROA). Finally , De Boer et al. (2002) demonstrate
technology and the EPC network impact mobile that eCommerce adoption can lead to the reduction
B2B eCommerce?’’ of purchasing prices, transaction and process costs
and can increase transaction speed, thus contribut-
3.2. Measuring the impacts of IT ing to the overall operational efficiencies.

Two particularly important literatures offer some 3.2.2. IT adoption and BPR
theoretical base to our research question, namely (i) Many studies on IT highlighted a link between IT
business value of information technology (IT) and adoption and BPR. Indeed, IT investments can
(ii) business process re-engineering (BPR). drive changes in business processes. For example,
IT investments can enable new processes, enhancing
3.2.1. Business value of IT informational and coordination capabilities, thus
Firms are making huge investments in informa- leading to cost reduction and better customer
tion technology to improve their efficiency. Indeed, service (Hammer and Champy, 1993). Moreover,
investment in IT represents almost 46% of all Riggins and Mukhopadhyay (1994) showed that the
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alignment of business processes to EDI adoption of a variety of grocery store alternatives such as
lead to better information sharing, and thus high (online and physical) supermarkets, hypermarkets,
firm performance. In the supply chain context, discount stores, etc. (Geuens et al., 2003). In
Kohli and Sherer (2002) stated that in order to fully addition, this industry is facing similar trends to
capture the benefits from IT investments in the those affecting other sectors, for instance, the
supply chain, supply chain actors need to conduct globalization of markets, aggressive competition,
major changes in their business processes (Kohli increasing cost pressures, and the rise of customized
and Sherer, 2002). Moreover, ‘‘when the process demand with high product variance.
approach is used, other factors that affect the Nonetheless, the industry also faces specific
translation of IT assets to impacts are investigated challenges such as management of the short shelf-
more clearly’’ (Kohli and Sherer, 2002, p. 7). life of grocery goods, strict traceability require-
In this study, a process-oriented approach ments, and the need for temperature control in the
coupled with a ‘‘Living Lab’’ approach has been retail supply chain (Kärkkäinen, 2003). Retailers
chosen. Indeed, a process-oriented approach is must also deal with a growing number of stock
useful to measure the impact of RFID technology keeping units (SKUs). For instance, in a typical
and the EPC network because it has been promoted food store in the USA, the number of SKUs has
as an ideal approach to study the impact of IT at a risen from nearly 6000 in the 1960s to almost 40,000
more detailed level by ‘‘investigating how IT use or today. As a result, the number of daily sales
action in one stage affect a downstream IT and transactions has exploded. Therefore, capturing
other organisational effects’’ (Byrd and Davidson, sales information using manual, and therefore
2003, p. 244). Further, a ‘‘Living Lab’’ approach is a error-prone, methods has become almost obsolete
methodology designed for ‘‘sensing, prototyping, (Abernathy et al., 2000).
validating and refining complex solutions in Furthermore, manual capture of sales informa-
multiple and evolving real-life contexts’’ (Mulder tion increases transaction costs and can cause
et al., 2006, p. 1) and seems particularly relevant inventory inaccuracies (Fleisch and Tellkamp,
to simulate impacts of RFID technology on 2005). Among the cases presented in the literature,
business processes (Bendavid et al., 2007). This that of Procter & Gamble, which spends
methodology is well indicated for ‘‘self-trial’’ of an between $35 and $75 to process each customer
emerging technology by private and academic invoice, is a classic representation of these ineffi-
players (Loeh, 2005). ciencies. Indeed, this kind of processing involves
numerous human interventions at different levels
3.3. Context of the study such as order taking, data entry, processing of the
order, invoicing, and forwarding (Kärkkäinen,
3.3.1. Current context of the retail industry 2002).
A recent study by the US Census Bureau
estimated that US retail and food services sales for 3.3.2. RFID and the EPC network’s potential in the
October 2005 amounted to about $352 billion, an retail industry
increase of almost 5.7% from October 2004 The most significant interest in RFID and the
(Vargas, 2005). Indeed, the retail industry represents EPC network is in the retail industry. Indeed, major
one of the largest industries worldwide. For retailers such as Wal-Mart, Tesco, Metro AG, and
example, in the United States, it is the second- 7-Eleven are very interested in the potential of
largest industry in terms of both the number of RFID technology (Jones et al., 2005) and the EPC
establishments and the number of employees, with network (EPCglobal, 2004; Srivastava, 2004). For
$3.8 trillion in sales annually and 11.7% of US instance, by adopting RFID technology, Wal-Mart
employment (Vargas, 2004). In the European stands to achieve annual savings of almost (i) $600
Union, the food and beverage industry, which is million in out-of-stock supply chain cost reductions;
part of the retail industry, is the world’s largest, with (ii) $300 million in improved tracking through
about 3 million employees and nearly $814 billion in warehousing and distribution centers (DCs); and
sales annually (Eleni and Vlachos, 2005). (iii) $180 million in reduced inventory holding and
During the last 30 years, the retail industry has carrying costs (Asif and Mandviwalla, 2005).
passed through many transformations. For exam- Procter & Gamble has also estimated that it
ple, traditional cornerstones have evolved because could save almost $400 million annually in the
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inventory by deploying an RFID system (Smith, technology and the EPC network among different
2005; Srivastava, 2004). partners.

3.3.3. Applications of RFID and EPC networks in 4. Methodology


the retail industry
In 2003, Metro Group opened its first ‘‘Extra Our study builds on previous work (Strassner and
Future Store,’’ where RFID technology is used live Schoch, 2004; Subirana et al., 2003) and focuses on
for various applications throughout the supply a three-layer supply chain.
chain (Collins, 2004).
In addition, the use of RFID technology and 4.1. Research design
the EPC network for product tracking in the
retail supply chain can lead to a tremendous Since the main objective of this case study is to
reduction in inventory levels and better collabora- improve our understanding of the potential of
tion among supply chain players. For example, RFID technology and the EPC network in the
Scottish Courage, a British beverage firm, is using context of warehousing activities in one specific
RFID technology to track its 2 million keys at supply chain, the research design corresponds to an
any point in the supply chain. As a result, the firm exploratory research initiative. As stated by Eisen-
has eliminated shrinkage, reduced key cycle times, hardt (1989, p. 533), ‘‘case study is a research
and improved delivery for outgoing and incoming strategy which focuses on understanding the dy-
stock (Srivastava, 2004). Marks and Spencer is also namics present within single settings.’’ This research
using RFID technology to track 3.5 million methodology is well suited to learn about a given
reusable trays, dollies, and cages throughout its situation and eventually inducing theories from it
refrigerated food supply chain, leading to a sub- (Benbasat et al., 1987). Furthermore, a case study
stantial reduction (almost 80%) in the time taken to can be used to (i) analyze an emerging phenomenon
read a stack of multiple trays while increasing and (ii) answer research questions such as ‘‘why’’
data accuracy and reliability. The overall result is and ‘‘how’’ (Yin, 1994). Moreover, many authors
a faster and more cost-effective SCM system (Jones emphasize the importance of qualitative research
et al., 2005). such as case studies in logistics (e.g., Näslund, 2002)
Moreover, a recent pilot study in an Australian and operation management (e.g., Stuart et al.,
consumer goods supply chain including Proctor 2002).
& Gamble, Gillette, a pallet supplier named CHEP, The field entailed four case studies and research
and a retailer named Metcash demonstrated that the was conducted in 12 consecutive steps. The first six
EPC network has the ability to increase visibility steps correspond to an initial phase that could be
among the whole supply chain through a better broadly termed the ‘‘opportunity-seeking phase.’’
sharing of RFID-collected data, thus leading to a Step 1 represents the starting point, with a thorough
more efficient supply chain (Collins, 2006). assessment of the corporate motivations underlying
Many impacts and benefits are also expected from the adoption of RFID technology and the EPC
RFID and the EPC network within distribution network. Steps 2 and 3 allow a sharper focus on
warehouses. A distribution warehouse, also called a specific critical activities that will be targeted by an
distribution center, collects products from different RFID and EPC network implementation. Steps 4–6
suppliers and sometimes assembles them for deliv- reflect the current situation in terms of actual supply
ery to a number of customer warehouses (Van Den chain dynamics and existing intra- and inter-
Berg and Zijm, 1999). Four separate processes are organizational business processes.
usually identified in a distribution warehouse, The second phase—scenario building—evaluates
namely receiving, put-away, picking, and shipping specific RFID and EPC network opportunities (step
(Van Den Berg and Zijm, 1999), all of which can 7) and assesses the potential of RFID and EPC
benefit from RFID technology and the EPC net- network applications (step 8). Step 8 represents a
work (Capone et al., 2004; Keith et al., 2002; turning point where both business and technological
Lefebvre et al., 2005; VeriSign, 2005). concerns are evaluated. For business concerns,
This paper focuses on a single ‘‘open-loop’’ several questions need to be answered: How will
supply chain initiative in the retail industry to firms in the network handle their respective
explore issues related to the integration of RFID activities? What would change in terms of strategy,
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activities, processes, organizational structure, and intrabusiness processes and communications. Final-
informational flow? Which products and product ly, it also uses an EDI server to communicate with
levels should be targeted? Which applications some suppliers and retailers.
should be adopted? In parallel, some questions
address the technological concerns: How will the
4.2.2. Two first-tier suppliers’ profiles
existing IT infrastructure be impacted? What
These two first-tier suppliers are bottling plants
are the characteristics of the product to be tagged?
that deliver their production to Firm X each day.
How much information is required? Which applica-
They use a paper system, e-mail, and fax to
tion is to be used (i.e., read/write, distance,
exchange business documents with Firm X. In both
speed, security, etc.)? The answers to these questions
cases, employees in Firm X have to re-enter delivery
allow one to map redesigned business processes
documents sent by these suppliers into Firm X’s
integrating the RFID and EPC network technolo-
business applications during the receiving process.
gies (step 9), which are validated with key respon-
This increases document-processing errors and
dents (step 10).
results in inaccurate data. These two first-tier
The third and final phase of the research design
suppliers use bar codes provided by Firm X to
validates the scenarios retained in the second phase,
identify pallets, and do not have any means of
both in controlled conditions (proof of concept—
tracking their products once they leave their
step 11) and in a real-life setting (step 12). Although
facilities.
the steps of the field study are displayed in a linear
manner, several iterations occurred during the 112
year period of the research. 4.2.3. The retailer’s profile
The retailer chosen for on-site observations is
4.2. Research sites one of North America’s biggest companies in its
sector, with almost 30,000 employees and six
Four firms participated in this field study, namely distribution centers. In addition to e-mail, the firm
a focal firm we call Firm X, two first-tier suppliers, uses files, databases, LAN, ERP, and WMS to
and one retailer. support its intra- and inter-organizational business
processes. One of the biggest challenges facing the
4.2.1. Firm X’s profile relationship between this retailing firm and the focal
Firm X is one of the largest North-American- Firm X is the recurrent discrepancy between the
owned beverage companies, with almost 6000 quantities sent by Firm X and those received at
staff members and annual revenues of approxi- the retailer’s dock. The elimination of this inventory
mately $2.8 billion. The firm owns many large discrepancy was one of the initial motivations
distribution centers. An overall volume of 15 million leading Firm X and the retailer to look into
cases transits through the firm every year. Of this the potential of the RFID and EPC network
amount, 2.7 million cases pass through the docks technologies.
of the distribution center where the field study In addition, the managers of all four firms
was performed. Firm X relies on bar code systems involved in this field study had already been
to track the cases, confirming the ubiquitous approached by some consulting companies and
presence of bar codes in the retail industry. Indeed, were aware of the other potential benefits to be
the use of bar codes in the consumer packaged derived from the implementation of RFID systems
goods industry had led to annual savings of almost (and EPC network opportunities). Their initial
$17 billion by 1997 (Kambil and Brooks, 2002). motivations were focused on the reduction of
However, the bar code systems often require inventory and warehousing costs within the supply
manual intervention and a line of sight is necessary chain. During the first focus group (which also
in all cases. included academic researchers and private and
In addition to bar code systems, the firm uses technological partners) (step 1), they clarified their
various business applications such as enterprise initial strategic intent with the need to reduce
resource planning (ERP), warehouse management lead times and to respond faster to changing
system (WMS), transportation management system market demands. In other words, their primary
(TMS), and a B2B Web portal. The TMS is linked motivations dealt with issues related to a lean and
to a GPS. Firm X also has a LAN to optimize its agile supply chain.
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4.3. Data collection detailed scenarios that were developed from the
empirical evidence gathered in the four research
Data collection for the case study was based on: sites. Industrial reports and internal documents
such as process documentation, procedures, ERP
(i) Focus groups conducted in the university-based and middleware screens, and a wide range of other
research center with nine functional managers technical or non-technical documents were also used
and IT experts. The focus groups allowed the when available.
team to reach a consensus on strategic intent
with respect to the use of RFID and the EPC 5. Results and discussion
network in one product value chain (steps 1–3)
and to evaluate different scenarios and select In this paper, we present and discuss the empirical
the ‘‘preferred’’ or ‘‘as could be’’ scenario (steps results of steps 5, 6, and 9–11 of the methodology
7–9). Each step of the methodology was using the suppliers’ ‘‘shipping’’ process and Firm
evaluated and agreed upon with members of X’s ‘‘receiving’’ and ‘‘put-away’’ processes. These
the focus groups. three steps build on the results obtained in the
(ii) On-site observations in the four research sites previous ones and represent the validated output of
were performed in order to carry out the phases 1–3 of the field study, namely opportunity
process mapping required for steps 5, 6, and seeking, scenario building, and scenario validation,
9. While some steps required more interactions whereby a ‘‘proof of concept’’ (POC) was conducted,
(e.g., step 6, where the research center explained in a laboratory setting, simulating actual physical
to partners its approach and methodology for environments and interfaces between supply chain
identifying RFID and EPC network opportu- players.
nities), others (e.g., step 7) were mostly partner All five steps also correspond to the mapping of
‘‘preferences.’’ For example, the Director of the current business processes (actual situation) (steps 5
Logistics and Distribution division (Firm X) and 6) and redesigned processes integrating RFID
mentioned that tracking had to be done at the technology and the EPC network (steps 8 and 9),
pallet and box level in order to maintain which were validated with key respondents (step 10)
visibility of the boxes (from suppliers) while and simulated in a laboratory setting (step 11). The
they are de-palletized and re-palletized for mix process view retained here provides (i) ‘‘a more
pallets (in Firm X), prior to being shipped to dynamic description of how an organization acts’’
different customers. (Magal et al., 2001, p. 2) and (ii) a structured
(iii) Semi-structured interviews in the four research approach and a ‘‘strong emphasis on how the work
sites with managers and operational personnel is done’’ (Davenport, 1993, p. 5), which enables field
in order to obtain more detailed information participants to validate the research outputs. The
and resolve any potential inaccuracy in process view is also increasingly used to evaluate the
the mapping of existing business processes impact of information technology (Subramaniam
(steps 5 and 6). and Shaw, 2004).
(iv) A ‘‘Living Lab’’ approach was adopted, where-
by business and technological processes inte- 5.1. Current context
grating RFID technology were validated with
key respondents and selected scenarios where All of the firms investigated are facing the same
simulated (steps 10 and 11). Recall that a imperative affecting the retail industry as a whole
‘‘Living Lab’’ approach is designed to support (see Section 2.1). On the other hand, additional
different research settings including the simula- company profiles helped us grasp the real impact of
tion of business experiments and the use of the RFID technology and corresponding EPC networks
laboratory over a prolonged period by private on their respective activities.
and academic partners for ‘‘self-trial’’ learning While each company focuses on reducing the
(Loeh, 2005). transaction costs of its own operations, there is no a
priori integrated vision in the network and no
The researchers acted as observers, interviewers, overall supply chain optimization strategy. The two
and facilitators (for focus groups and laboratory first-tier suppliers use bar codes provided by Firm X
simulation). They also developed and presented the to identify pallets, and have no means of tracking
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their products once they leave their facilities. For existing processes involve numerous interventions
full pallets (same product), Firm X uses these bar by employees such as data input (e.g., 1.2 in the
codes to track them in the warehouse and during the ‘‘receiving’’ process), pallet scans (e.g., 2.5 in the
shipping process to the customer. However, for ‘‘receiving’’ process), or visual count of boxes in
mixed pallets (different products), Firm X has to each pallet (e.g., 2.6 in the ‘‘receiving’’ process).
apply new bar codes. Also, while information is
gathered and managed locally, there is no contin- 5.2. Retained scenario integrating RFID and the
uous information flow among the supply chain EPC network
members, leading to ‘‘silos thinking’’ and, conse-
quently, to ‘‘silo optimization.’’ In addition to bar The retained scenario (steps 8 and 9), integrating
code information systems, various business applica- RFID technology and the EPC network, was
tions are used, ranging from simple ones like paper- thoroughly validated with the focus group (step
based information systems (e.g., fax) or e-mails to 10) and simulated in laboratory settings (step 11).
more integrated ones such as ERP, WMS, TMS, Based on this proposed scenario and the actual
GPS, and the B2B Web portal. situation, a comparison was made and the following
In the current context, the actual inter- and intra- observations allowed us to analyze the impact and
organizational processes are presented in Fig. 2, understand the resulting opportunities (see Fig. 3).
which drills down from the more general to the RFID systems offer a standardized SKU, which
more detailed. Based on this analysis, the following can be shared by all actors in the EPC network. The
observations are made: (a) the overall ‘‘shipping’’ EPC tag can effectively act as a standard for the
and ‘‘receiving’’ processes consist of 12 and 17 integration of inter-organizational applications.
second-level processes, respectively, and (b) most Indeed, the EPC tag offers a global unique object

Fig. 2. Actual inter- and intra-organizational processes.


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Fig. 3. Impact of RFID and the EPC network on the ‘‘shipping,’’ ‘‘receiving,’’ and ‘‘put-away’’ processes.

ID along the entire supply chain. The real impact of strategy, the way they redesign their inter- and
RFID technology and the EPC network can be intra-organizational processes and their information
assessed only if various dimensions are taken into flow, the level of information system integration
consideration, such as the supply chain members’ they have in mind, and the organizational structure
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Table 1 5.2.1. Strategy redesign


RFID and EPC network impact matrix To achieve the real potential of RFID and the
Category Observed impact on various dimensions
EPC network, collaboration among all the supply
chain members included in the electronic business
Strategy  From ‘‘firm-oriented’’ to ‘‘network- model is imperative to allow overall supply chain
oriented’’ strategy optimization. As an example, in the scenarios
 From ‘‘spot’’ relationship to
investigated, RFID tags were programmed and
‘‘systematic’’ relationship
applied on products at the suppliers’ facilities. This
implies a joint agreement on the specific types of
Processes  Integration of intra-organizational
processes
information required, but also on different stan-
 Integration of inter-organizational dards regarding tags and readers, the frequency of
processes their use, the speed of reading, etc. In this context,
 Optimization by means of we see a move from a ‘‘firm-oriented’’ strategy to a
automated processes ‘‘network-oriented’’ strategy. This strategy redesign
 Optimization by means of canceled
is in accordance with new performance improve-
processes
 Optimization by means of emerging ment concepts such as vendor-managed inventory,
processes point of sale and collaborative planning, forecast-
ing, and replenishment.
Information flow  Synchronization of product and Moreover, because of the mutual dependence
information flow created by asset investments, agreement on standards
 Visibility of product information and joint decision-making, the relationship evolves
(place and condition) in the whole from a ‘‘spot’’ relationship to a more ‘‘systematic’’
supply chain
relationship. As is the case for Wal-Mart and its top
 Sharing of information among all
the supply chain players 100 suppliers, Firm X had to select preferred suppliers
and customers to build scenarios and evaluate the
Information technology  Requirement for hardware capacity, impact of RFID and the EPC network on its overall
infrastructure able to ‘‘digest’’ the tremendous supply chain. The development of this win–win
amount of data generated by RFID partnership was facilitated by the research design
tags followed by the research teams and the companies.
 Requirement for software such as
middleware to manage (filter,
5.2.2. Business process optimization
aggregate, redirect) product
information In the context of our study, and as is true of many
 Requirement for network technology implementations, the business process
infrastructure (readers, antennas, approach seems quite appropriate to capture the
motion captors, wireless real potential of RFID and the EPC network.
connections, etc.)
Adoption of these technologies ‘‘forces’’ supply
 Requirement for network integration
with existing IS chain members to change the way they handle their
respective business activities, by integrating activ-
ities, canceling, automating, or automatically trig-
Human and physical  Human resources: (i) redefinition of
resources roles within the network and (ii) gering some intra- and inter-organizational business
requirement for new competencies processes.
 Physical resources: (i) optimization
of premises by eliminating 5.2.2.1. Integration of intra-organizational activitie-
unnecessary locations and (ii)
s. Among the validated scenarios (see Fig. 3), the
optimization of asset management
by means of better tracking, tracing, integration of intra-organizational activities such as
and maintenance receiving and put-away allowed the merging of these
two processes into a single one that is now mostly
automated.

changes needed to support these changes. All these 5.2.2.2. Integration of inter-organizational activi-
dimensions are summarized in Table 1 and dis- ties. The same optimization logic was applied to
cussed below. integrate inter-organizational activities, such as
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shipping from the supplier to the receiver at Firm X accurate) by integrating the unique information
and then from Firm X to the retailer. on the products (through RFID tags). This
favors the merging of ‘‘the physical market
5.2.2.3. Optimization by automating existing proces- place and the virtual market space’’ proposed in
ses. The introduction of RFID and the EPC the early vision of Rayport and Sviokla (1995,
network allowed various business processes to be p. 1) and recently reformulated by Strassner
optimized through automation. These include data and Schoch (2004, p. 7), specifically in the case
entry (e.g., 1.2), verification (e.g., 1.3), and reporting of RFID technology, by reducing the media
(e.g., 1.4) in the ‘‘receiving’’ process, and other breaks between ‘‘the physical world and the
paper-based activities (e.g., 1.10 in the ‘‘shipping’’ digital world.’’
process). This automation provides accurate infor- (ii) End-to-end visibility of product information
mation at a very high level of granularity (pallet, (place and condition) in the whole supply chain
box), thus allowing the possibility to measure (intra-organizational, inter-organizational, and
efficiency in real time, and increase the transparency in-transit information). Therefore, any supply
of the flow of assets and products. This can have a chain member can access product information
huge impact on operational improvements by from the remote ONS via the local ONS, at any
removing manual checks and thus eliminating time and from any place, and then take action
mistakes caused by (human) error-prone methods. in real time.
(iii) Information sharing among all the supply chain
5.2.2.4. Optimization by canceling processes. RFID players, using the same tags, but with different
and the EPC network also enabled some processes to levels of information access.
be canceled such as paper-based document manipula-
tion (1.12 in the ‘‘shipping’’ process or 1.1 in the 5.2.4. IT infrastructure
‘‘receiving’’ process). All the supply chain members With the intention of streamlining their supply
noticed that this impact could certainly free their chain processes and controlling costs like leading
employees from non-value-added activities and allow retailers around the world, the supply chain
them to concentrate on their core activities. members studied are relying more on the use of
information technologies such as ERP, WMS, and
5.2.2.5. Optimization by creating emerging proces- TMS to support intra- and inter-organizational
ses. Finally, RFID and the EPC network allow the business processes, decision-making, workflow
emergence of new types of business processes such as management, and automatic information exchange
‘‘smart processes’’ triggered by automated events (e.g., with their supply chain partners. In the event that
1.1 in the ‘‘receiving’’ process, i.e., truck arriving at the AIDC such as RFID and EPC network technolo-
receiving dock, or 1.8 in the ‘‘shipping’’ process, i.e., gies are integrated, many IT infrastructure require-
truck leaving the shipping dock). For example, as ments have to be taken into consideration.
soon as the truck leaves the supplier’s facilities, an
advanced shipping notice (ASN) is automatically sent (i) First of all, the hardware capacity has to be
to the DC of Firm X via the EPC network, also upgraded to be able to ‘‘digest’’ the tremendous
allowing ‘‘in transit visibility’’ through GPS or LBS amount of data generated by RFID tags.
tracking between the supplier and Firm X. Further- (ii) Second, software parameterization and imple-
more, ‘‘smart processes’’ can also be triggered by mentation such as middleware to manage
other processes. For example, by conducting the (filter, aggregate, redirect) product information
process of ‘‘driving through an RFID portal (i.e., 1.6 has to be configured and integrated with
of the ‘‘shipping’’ process), products are automatically existing applications.
checked (1.6.1.1) and alerts are sent to the relevant (iii) Third, there is a requirement for network
employees to perform specific activities (1.6.1.2). infrastructure upgrade including, among other
things, readers, antennas, motion captors,
5.2.3. Information flow wireless connections, etc. Besides the physical
RFID technology and the EPC network allow: components, the adoption of RFID and
EPC network technologies raise the problem
(i) Synchronization of product and information flow, of software development and integration
which provide reliable data (real time and with the existing internal firm infrastructure.
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More importantly, supply chain players will and from a spot relationship to a long-term
need to adjust their external infrastructure in relationship.
order to support collaboration and information These technologies may help retail companies to
sharing. enhance product availability, which is a major
(iv) Finally, RFID and EPC network technologies concern and still represents almost US$31.3 billion
have to be considered jointly with existing IS. in opportunities each year in terms of cost reduction
RFID technology and the EPC network can related to inventory shrinkage (Srivastava, 2004).
enable firms to leverage their existing IS invest- Indeed, the EPC network can provide the product
ments by providing them with accurate, standar- EPC code at any point in the supply chain, in
dized, and real-time information, moving from a real time, thus improving the chain’s end-to-end
batch-based processing philosophy to a real-time visibility.
execution and decisions philosophy. Our study builds on previous theory such as the
(i) business value of information technology (IT)
5.2.5. Organizational structure and (ii) business process re-engineering (BPR) to
Taking a rather focused view of organizational better understand the benefits and impacts of RFID
structure by focusing on human and physical technology and the EPC network. Moreover, our
resources alone, the following comments come to research highlights the link between the adoption of
mind. these technologies and BPR at the firm level and at
the supply chain level. Dramatic changes in business
5.2.5.1. Human resources. There is a need to redefine processes can be observed when integrating RFID
roles within the network, and for ‘‘process owners’’ to technology and the EPC network to enterprises’
be defined. Moreover, there are requirements for new information systems. But to fully grasp the real
competencies such as data analytics and real-time benefits of these technologies, alignment of business
management and responsiveness (alert managers) processes are required as was the case with the
allowing for ‘‘management by exception.’’ adoption of previous technologies such as EDI (see
Riggins and Mukhopadhyay, 1994).
5.2.5.2. Material resources. Premises can be opti-
mized by eliminating unnecessary locations such as
the temporary staging area (e.g., 2.9 in the ‘‘receiv- Acknowledgments
ing’’ process), or security stock(s) along the whole
network, reducing the so-called ‘‘bullwhip effect.’’ This research has been made possible through
Asset use (e.g., pump truck, forklift, and trailers) the financial contribution of SSHRC, NSERC, and
can also be optimized by better tracking (real time), FQRSC.
better maintenance (predictive and preventive), and
reduced breakage.
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