BEYOND I4.0:
the increasing relevanceof contextual factors for
POM research
AFONSO FLEURY
Departamento de Engenharia de Produção
Escola Politécnica
Universidade de São PauloICPR
23 November
2022Some elements to illustrate my perspective on thetheme
2013

198
3
2000
1995
2011

International Operations Management
Industrial Cluster
Institute of Development
studies

Centre for International Manufacturing – IfM Cambridge
Academy of International
Business

Beyond I4.0: the increasing relevance of contextual factors for POM researchAfonso Fleury

2COOs are making a comeback
The COO role has traditionally taken a backseat
to other C-suite functions within the organization.
Its recent resurgence and increasing visibility
showcase the importance of the job in building
resilience and positioning organizations for
success in a dynamic and rapidly changingenvironment.

Beyond I4.0: the increasing relevance of contextual factors for POM researchAfonso Fleury

31 October 2022
D. Piasecki, Stepping up: WhatCOOs will need to succeed in
2023 and beyond.

3

AIB 2023 Main Theme
Resilience dimensions• Resilience to develop or maintain new world order• Resilience to shrinking international trade, declining sales, and soaring costs• Resilience to changes in consumer behavior• Resilience to divestment and termination of foreign operations• Resilience to regain competitive advantage under disruption• Resilience to global value chain disruption

Related toOperations
Management• Resilience to disruption in global innovation and knowledge sourcing• Resilience to disruption in human resource mobility and employment• Resilience to financial disruption• Resilience to disruption in cyber security

Beyond I4.0: the increasing relevance of contextual factors for POM researchAfonso Fleury4

COOs and Operations Management Scholars
COO proeficiencies (McKinsey)• Get better at anticipating change• Collaborate with other key functions andhelp shape the agenda• Engage effetively with boards• Drive operational excellence culturally
and technologically• Manage talent creatively

WHERE DO CONTEXTUAL FACTORS COME INTO THE
PICTURE?
Beyond I4.0: the increasing relevance of contextual factors for POM researchAfonso Fleury

5

COOs and Operations Management Scholars
COO proeficiencies (McKinsey)

Journal of Operations Management
break 40th Anniversary Issue, 2020

Editorial by Tyson Browning – Editor
In-Chief• Collaborate with other key functions and help
• OM is essencially what practicing
shape the agenda
operations managers (COO) care about• Engage effetively with boards
and about the challenges they face (Skinner;Hayes, 2000)• Drive operational excellence culturally andtechnologically• Does the current scope of OM researchcover the full spectrum of COO’s challenges?
• Manage talent creatively• OM = managing work to produce valuable
results (work based view)• From the COO’s perspective, OM refers tothe integration, synchronization, andmanagement of most work processes acrossthe entire enterprise
WHERE DO CONTEXTUAL FACTORSCOME INTO THE• Get better at anticipating change

PICTURE?
Beyond I4.0: the increasing relevance of contextual factors for POM researchAfonso Fleury

6COOs and Operations Management Scholars
COO proeficiencies (McKinsey)

Journal of Operations Management
break 40th Anniversary Issue, 2020

• Get better at anticipating change

Editorial by Tyson Browning – Editor In-Chief• Collaborate with other key functions and help
shape the agenda• OM is essencially what practicing operations
managers care about and about the challenges
they face (Skinner; Hayes, 2000)• Engage effetively with boards• Drive operational excellence culturally andtechnologically• Manage talent creatively:cMyornecn• COO – Does the current scope of OM researchcover the full spectrum of the challenges?
• OM = managing work to produce valuableresults (work based view)• From the COO’s perspective, OM refers to theintegration,synchronization,andmanagement of most work processes across theentire enterprise

WHERE DO CONTEXTUAL FACTORS COME INTO THE
PICTURE?
Beyond I4.0: the increasing relevance of contextual factors for POM researchAfonso Fleury

7The relevance of contextual factors for POM: agenda• Evolution of Operations Management: Context and Models• The Roots of OM: Taylorism and Fordism• Japanese Management Model and Hybridization• The current transition of productions systems• Which new model of firm for POM research• New challenges and opportunities• Work based view and human-centricity• Sustainable Development Goals• Suggestions from other Fields• Points for reflection and discussion

Beyond I4.0: the increasing relevance of contextual factors for POM researchAfonso Fleury

8The roots of OM according to Browning: Taylor & Ford
STRATEGY(COO)
TECHNOLOGIESMECHANICALTAYLORIST/FORDIST
MODEL

WORK-BASED VIEWTECHNOLOGYCHOICEWORKORGANIZATIONMANAGEMENTSYSTEM

FIRM AS CLOSED SYSTEMOPERATIONSPERFORMANCEMODELS OFPEOPLEDEXTERITY AND
STRENGTH

Beyond I4.0: the increasing relevance of contextual factors for POM researchAfonso Fleury

9What was the context for Taylorism/Fordism?

• Supply >> Demand• Abundantlabor

supply(generally immigrants)• Seller market• Low concern with competition• Low level of institutional
interference (even labor standards)

Beyond I4.0: the increasing relevance of contextual factors for POM researchAfonso Fleury

10How did the context change in the 1980s and 1990s?

• Oil crisis• Globalization• Rise of Asian enterprises• Supply > Demand• Superiority
Japanese
ModeloftheManagement• Hyper-competition• Productive restructuring• Lean management• Global value chains• Liberalism

Beyond I4.0: the increasing relevance of contextual factors for POM researchAfonso Fleury

11The Japanese Management Model and Hybridization
THE JAPANESEMANAGEMENT MODEL

UPSTREAM – SUPPLY CHAINDOWNSTREAM - CRMSTRATEGYORGANIZATIONAL
CULTUREHYBRIDIZATIONHYBRIDIZEDLEAN MANAGEMENTWORK
ORGANIZATIONMANAGEMENTSYSTEM
INSTRUMENTALIZATIONCOUNTRY CULTURE

OPERATIONSPERFORMANCEMODELS
OF PEOPLE
ROUTINIZED INTELLIGENCEFIRM AS OPEN SYSTEM
Beyond I4.0: the increasing relevance of contextual factors for POM researchAfonso Fleury

12Lean implementation in different countries is different
Adapting a Lean Production Program to
National Institutions in Latin America:
Danone in Argentina and Brazil
Daniel Friel –Universidad de San Andres,

Argentina

Florence Villechenon – ESCP, France
Journal of International Management
Volume 24, Issue 3, September 2018, Pages 284-299

Beyond I4.0: the increasing relevance of contextual factors for POM researchAfonso Fleury13

Recent contextual changes: 2008-2022• 2008 financial crisis• Resistance to global value
chains (GVCs)• Rise of China• Riseofmultinationals

BRIC• Digital Technologies• Globalcatastrophes:
pandemics, wars

• Deglobalization• Digitalization (I4.0)• New restructuring• Networks and platforms• International manufacturing networks• Resilient GVCs

• Societal pressures• Sustainability• Social responsibility• Diversity and inclusionBeyond I4.0: the increasing relevance of contextual factors for POM researchAfonso Fleury

14WHICH NEW MODEL OF FIRM FOR POM
RESEARCH?
SOCIETAL PRESSURES: INSTITUTIONS, NGOs
TECHNOLOGIESDIGITAL

SUPPLY CHAINSTRATEGYCOO

DIGITAL CULTURE
ORGANIZATIONAL
CULTURE

TRANSFORMATION JOURNEY(DIGITAL/SOCIOTECHNICAL)WORKORGANIZATIONMANAGEMENTSYSTEM

MODELS
OF PEOPLE

OPERATIONSPERFORMANCEHUMAN-CENTRICITY
COUNTRY CULTURE

SOCIETAL PRESSURESDIVERSITY AND INCLUSION
Beyond I4.0: the increasing relevance of contextual factors for POM researchAfonso Fleury15

The work based view and human-centricity• Human-centricity is the core value behind the evolution of
manufacturing towards Industry 5.0 (Rozanek et al., IJPR, 2022)• Human-centricity in production systems refers to designs that
put the human person at the center of the production process,taking into account their competencies, needs, and desires andexpecting them to be in control of the work process while
ensuring a healthy and interactive working environment (May etal, 2015)

Beyond I4.0: the increasing relevance of contextual factors for POM researchAfonso Fleury16

Newcomers to POM radar• Ecosystems• Start-ups• ....

Beyond I4.0: the increasing relevance of contextual factors for POM researchAfonso Fleury

17Sustainable Development Goals: drivers?
DIRECTLY RELATED TO POM
3 - Good health and well being
7 – Affordable and clean energy
8 – Decent work and economic growth
9 – Industry innovation and infrastructure
11 – Sustainable cities and communities
12 – Responsible consumption andproduction
13 – Climate action

Beyond I4.0: the increasing relevance of contextual factors for POM researchAfonso Fleury

18Some suggestions coming from other fields• “It is imperative to shift the concept of innovation
aiming at productivity and cost reduction towards
innovation for the creation of good and qualifyingjobs” (Dani Rodrik; Harvard University – School ofGovernment):• International Association of Economists• Revive Schumacher’s proposal for the application of
appropriate technologies as described in “Small isbeautiful” (1978)• Production systems for the “bottom-of-pyramid”

Beyond I4.0: the increasing relevance of contextual factors for POM researchAfonso Fleury

19Points for reflection and discussion• The time for a qualitative jump in POM Research is now focusing either on the COO orother type of constituencies• POM Research can be more proactive; less reactive;• POM Researchers can become creators/designers of production systems that
address the challenges currently faced by humankind; these are socio-technical systems;
no one else is more apt to even those currently engaged in OM practice• Researchers can be more innovators/designers of production systems thanimplementers/optimizers; that means inverting dependence from technology: newconcepts and designs for the production of goods and services should drive thedevelopment of suitable technologies instead• Embrace interdisciplinary Research (sociology, psychology, anthropology,...)• For that, there is a need to create new paradigms
Beyond I4.0: the increasing relevance of contextual factors for POM researchAfonso Fleury

20Thank you!
acfleury@usp.br

Beyond I4.0: the increasing relevance of contextual factors for POM researchAfonso Fleury

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