Professional Documents
Culture Documents
The Implications
of
Radio Frequency Identification (RFID) Technology
for
ICT Management
in the
Irish Grocery Retail Industry
Declan McCormack
(04172183 2 52)
I agree that the Trinity College Library may lend or copy this dissertation
upon request.
Signed:___________________________
Date:_____________________________
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page i
ACKNOWLEDGEMENTS
I would like to thank the all the staff of the master‟s programme in
Management of Information Systems at University of Dublin Trinity
College for the knowledge, guidance and assistance they provided during
the course of the programme and this research. In particular, I am grateful
to Dr. Tony Redmond whose diligent contribution, as research supervisor,
at key points during the research was critical to the progress and
completion of this work. I would also like to take this opportunity to
acknowledge the pleasure I had working with my fellow students during
the programme, especially those with whom I collaborated with on team
based assignments and have remained in contact with.
This work would not have been possible without the invaluable and
insightful contributions of Tom Rossiter of Unilever Ireland, Patricia
Proctor and Eric Mayrs of the Musgrave Group and Fergus O‟Hehir of the
BWG Foods Group. I am also extremely grateful to the respondents to the
online survey, too many to mention, whose contribution was above and
beyond my expectations.
Above all, and at all times, my inspiration and motivation are my wife
Judith, and daughters, Moya and Anna May. I thank them for the space
they created in my family life to facilitate this work. Their contribution is
in every letter, word and page of this dissertation and I dedicate it to them.
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TABLE OF CONTENTS
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8.4 TUNING TO THE RIGHT FREQUENCY – STANDARDS AND GUIDELINES .......... 94
8.5 TAGS, READERS…ACTION? – THE READINESS OF THE IRISH SECTOR ......... 96
8.6 SUMMARY ................................................................................................ 99
8.7 LIMITATIONS OF RESEARCH AND AREAS FOR FURTHER RESEARCH............100
9 REFERENCE LIST........................................................................................... 101
10 BIBLIOGRAPHY ............................................................................................. 106
APPENDICES ........................................................................................................... 108
I. THE IN-DEPTH INTERVIEW SCHEDULE ..........................................................108
II. THE ONLINE SURVEY QUESTIONNAIRE .........................................................110
III. THE RESEARCH TIMEFRAME.....................................................................111
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1 THE RESEARCHER
Since graduating with a Bachelor of Science honours degree in
Computer Applications from Dublin City University, Declan
McCormack has built up over 15 years experience in the software
engineering industry. During this time he has worked for a range of
companies including JNA Technologies Australia (now Lucent), Bank
of Ireland, Vision and Celerity and as a consultant in a variety of areas
within the information and communications technology industry.
It is the knowledge of, and interest in, the business processes of the
Irish retail sector and the importance of ICT to that sector that has
driven the research into this topic as part of the Masters of Science in
Management of Information Systems programme at University of
Dublin Trinity College.
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2 ABSTRACT
The pervasive potential of RFID has sparked a diverse range of
rhetoric on this technology, from visions of its revolutionary impact on
retail operations and supply chain processes to claims that it is a
biblical sign marking the end of our days. The evidence on the ground
is more pallid and suggests that the potential of RFID, in a wide range
of applications, has been identified by key players in the global retail
industry who have put significant efforts into championing a gradual
international roll-out of this technology for their own vested interests.
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ability and willingness to fund an RFID infrastructure. Although the
findings suggest that ICT management are of the opinion RFID will
eventually be a strategic technology in their business sector, the
findings also suggest the Irish retail grocery sector is not well
positioned for the introduction of RFID technology and is likely to be
spectator in this arena for the foreseeable future.
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3 RFID – Friends in High Places
3.1 A Growing Mandate
Radio frequency identification (RFID) systems enable the automatic
identification (Auto-ID) of objects through a combination of attaching
electronic tags to objects and using electronic reading devices, located
within a specified range, to retrieve information from those tags. The
tag is often referred to as a transponder and the reading device as a
reader. The reader is used to retrieve the information stored on the tags.
Auto-ID systems have been in existence for many decades now with
barcode scanner systems being the most prolific example. What RFID
technology brings to this table is the potential to eliminate, or at least
significantly reduce, the manual activities that other automatic
identification systems require in order to retrieve data from the object
(1999. p.1). The transfer of data between the tag and the reader, and
the supply of power to the RFID tag are achieved by the use of radio
waves. This is a simplistic description of RFID and purposely avoids
relaying the various levels of sophistication, in terms of read/write and
passive/active types of tag, currently available on the market for this
technology. The purpose of this section is to introduce the concept of
RFID and put the technology in the context of the research.
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and Gamble, Gillette and Intel (Tellkamp, 2006, Smith and Konsynski,
2003), suggests that RFID has a real mandate and is poised to become
a significant factor in the continuous process of improving supply
chain efficiency and effectiveness.
―those retailers and their suppliers who provide a range of goods sold
primarily through supermarkets and hypermarkets. The core of their
business is providing ‗essentials‘ such as various fresh and processed
foodstuffs, but they also stock a wide selection of other goods as well
including health and beauty products, tobacco, alcohol, clothing, some
electrical items, baby products and more general household items.‖
(Beck, 2002, Tellkamp, 2006 p.12)
The Irish retail grocery (i.e. FMCG) sector, is a multi-billion euro business
containing major domestic companies such as Dunnes Stores, Superquinn, Musgrave
Group, BWG Foods and ADM Londis as well as leading international companies
such as Unilever, Tesco and Aldi (Beesley, 2006a, Beesley, 2006b). This is a fast
moving industry that is continuously undergoing significant changes to meet the
demands of evolving consumer lifestyles. Technology is essential to the industry in
order to implement efficient supply chain processes and maximise revenue while
maintaining tight operational margins (Forfas, 1999). Peter Drucker singled out
the retail industry‟s supply chain over ten years ago as being a leading
area in terms of embracing innovation:
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Figure 3.2.1 highlights the progress that a number of leading world
retailers (e.g. Gillette, Wal-Mart, Tesco, Procter & Gamble, Unilever)
have made in relation to initiatives to experiment with, or introduce
RFID technology in their operations. In 2003, the global retail giant,
Wal-Mart, issued instructions to their top 100 suppliers in the United
States (US) to put RFID tags on all their pallets, cases and high margin
items as of January 2005 (Levinson, 2003). In addition to these
corporate activities, the European Union (EU) has introduced food
traceability regulations, regulation EC/178/2002 (European
Commission, 2002), which took effect on the 1st January 2005 and
requires all food and feed business operators to have in place systems
and procedures that allow complete traceability of food related
products through the supply chain, from farm to fork. RFID technology
has the potential to assist the implementation of these regulations in a
cost effective way (RFID Journal, 2006).
Figure 3.2.1: Major RFID Adoption Milestones in the FMCG Industry (US&Europe)
(Source: (Tellkamp, 2006 p.41))
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Information and communications technology (ICT) management may
face significant challenges and pressures to implement RFID within
ambitious timeframes and to generate defined return on investments
(ROI) from those implementations. Should ICT management in the
Irish retail grocery sector be considering the implications of the
introduction of RFID technology, in some form, to their sector?
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research also aims to be of benefit to suppliers of certain technology to
the retail industry in Ireland by giving them an insight into potential
RFID applications and how the industry in Ireland is positioned in
relation to it. The research also offers a chance to raise the general
awareness of RFID within the Irish retail grocery sector by presenting
information on this technology to senior ICT personnel who may not
have the time or mandate to otherwise gather and consider materials on
this technology.
ICT managers may not have control over when to introduce this
technology as powerful trading partners can dictate the timeframe and
requirements for the introduction of new technology to their supplier
communities (Wal-Mart, 2006). Many ICT managers in the industry
may not have time or resources to analyse the implications of the
technology for themselves and this is an area where academic
resources may be better placed to research the relevant information that
can assist ICT managers in the industry decide on how to define and
align their strategies in relation to this technology.
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studies that may provide useful lessons to learn for ICT management in
the Irish retail grocery sector. By applying the knowledge built up from
the range of international research into RFID technology, and its
implications, to a very specific community the research should provide
real value to that community. It is hoped that this research project can
make a real contribution to the existing literature in the field by
overlaying the general implications of introducing RFID technology on
the specific characteristics of the community this research is targeting
and extracting from that the tangible and relevant implications of the
technology to that community.
This chapter introduces the research topic, the research questions and
the practical and theoretical motivation for asking those questions.
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of the description of the case study strategy employed. Other areas
covered in this chapter include research considerations in relation to
ethics, access and reliability and validity.
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4 RFID - MAKING WAVES
4.1 The vision and imperative
The vision of a networked physical world in which every object,
whether it is physical or electronic, can be identified, remotely,
automatically and without contact, by electronic devices is the driving
force behind research in the area of automatic identification (Sarma et
al., 2000).
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by the global trade association for Automatic Identification and
Mobility (AIM) as follows:
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It is widely agreed that RFID technology addresses the shortcomings
of barcodes and the adoption of RFID technology seems inevitable,
especially in supply chain processes (Wang and Liu, 2005, Metras,
2005, Sarma et al., 2004, Levinson, 2003, Alexander et al., 2002b,
Agarwal, 2001, Smith and Konsynski, 2003). Although resistance and
threats have been identified to the predicted move beyond the barcode,
for example due to concerns in relation to whether there is a
compelling business case for all stakeholders in the supply chain as
well as the data management overhead and ethical issues associated
with RFID (Kasi et al., 2005, Karkkainen, 2002), academic
institutions, corporate giants and governments across the world have
all been lining up behind the promise of this technology since the
1990s (Auto-ID Labs, 2006b, Levinson, 2003). In 1999 the Auto-ID
Centre was founded as a unique research partnership between almost
100 global companies and some of the world‟s leading research
universities and was charged with creating the standards and
assembling the building blocks that are required for the
implementation of an “Internet of Things”, the ultimate goal for
visionaries in this arena (International Telecommunications Union,
2005, Sarma et al., 2000). Sponsors of the Auto-ID Centre include
many global retail giants such as Coca-Cola, Wal-Mart, Tesco,
Gillette, Proctor and Gamble, Johnson & Johnson, Metro and many
more. The research universities involved in the centre include the
Massachusetts Institute of Technology (MIT)in the US, the University
of Cambridge in the UK, the University of Adelaide in Australia, Keio
University in Japan, the University of St. Gallen in Switzerland, Fudan
University in China and Daejeon ICU University in Korea (Auto-ID
Labs, 2006a). Since then, a number of the centre‟s founding sponsors,
including Wal-Mart, Metro, Tesco and the Department of Defence in
the U.S., have mandated commercial rollouts of RFID technology in
their supply chains (ACNielsen, 2005b, Elsevier Food International,
2006, Levinson, 2003, Smith and Konsynski, 2003). As a result of
these coordinated and cooperative efforts from both academic and
commercial interests, as well as the real advantages it has over other
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automatic identification systems, RFID technology has achieved a high
profile in recent years. Academic and mainstream media commentators
alike have been optimistic in relation to the future of this technology:
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wirelessly between tagged objects and electronic readers‖. Agarwal
(2001. p.10) elaborates on this to further describe in context the two
key components of all RFID systems:
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Several other sources provide a more technical analysis of the
technology and describe the pros and cons of the main features
differentiating RFID systems. These include: (Tag data storage
capacities; Tag read/write capabilities; Tag power supplies (i.e. active
Vs passive tags); System operating frequencies and their associated
ranges) The choice of power supply to the tag and the system operating
frequency standout as the most important features as the former
impacts significantly on the cost, and the latter on the potential read
range and thus potential applications, of the system. (Finkenzeller,
1999, Chawathe et al., 2004, Penttilä et al., 2002).
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Object Name Service (ONS)
Based on the internet Domain Naming Service (DNS) used to
resolve computer addresses across the internet, the ONS will
resolve physical object EPCs to a computer address on the internet
that maintains the object‟s details. The computer will hold these
details in Physical Markup Language (PML).
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It is not surprising then that there is a degree of scepticism from some
parties in relation to the likelihood that this vision will ever become a
reality. Gartner research cited in O‟Brien (2004) estimates by 2007 at
least 50% of RFID projects will fail. The main arguments against the
rise of RFID being that it‟s too expensive, over hyped and offers no
real advantages over bar codes (Burnell, 1999) and (Riso, 2001) cited
in (Karkkainen, 2003). In defence of the Auto-ID Centre, they have
considered the factors that influenced the success of the barcode and
are attempting to travel along a similar road to reach their destination.
Table 4.2.1. highlights the comparable track that the Auto-ID Centre is
taking in relation to the rise of the barcode.
Barcode Auto-ID
Low cost technology Low cost technology
(3 cent barcodes) (5 cent tag)
Industry consortium Academic/Industry
setting standards (e.g. consortium setting
Grocery industry – standards (e.g.
Uniform Grocery Product EPCGlobal)
Code Council)
Retail and technology Industry leaders
industry leaders championing the rollout
championing the rollout (e.g. Wal-Mart, Metro,
(e.g. Heinz, Proctor & Proctor & Gamble, IBM,
Gamble, RCA, IBM) Intel)
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4.3 Standards – The key to cost effective solutions
Low cost RFID tags and establishing standards for all components of
RFID Auto ID systems are seen as the critical success factors for this
technology (ACNielsen, 2005b, ACNielsen, 2005a). The EPCGlobal
organisation is now carrying the RFID standardisation effort forward
(Sarma et al., 2004). According to a number of commentators, the
ratification of the “EPC Class I Generation 2” standard, known as
Gen2, was one the most significant steps in achieving both these aims.
Gen2 has since been approved by the International Standards
Organisation (ISO) as an international standard and enables RFID
technology vendors mass produce globally inter-operable RFID
networking equipment, which will in turn result in a decrease in the
cost of RFID implementations and an increase in the number of RFID
deployments (ACNielsen, 2005a) (EPCGlobal, 2005). The EPCGlobal
organisation has also formed an alliance with GS1, previously known
as the European Article Numbering Association (EAN), which will see
the network of GS1 branches across Europe acting as EPC Managers
with the responsibility for issuing and managing EPCs for the country
in which they operate (GS1, 2006a). Despite this concerted effort to
introduce RFID standardisation globally, differences do exist between
the regulations that RFID technology must comply with in different
parts of the world, in particular between regulation in the U.S.A. and
Europe. A survey of RFID hardware vendors carried out in October,
2005 suggests that European regulations impose limits to the speed and
range at which RFID hardware can operate which will create
challenges for certain implementation scenarios. Despite this, the
survey shows the hardware vendors were committed to the Gen2
standard and to avail of the EPCGlobal Hardware Certification
Program to develop compliant products (De Jong, 2005, p39-41).
Other threats exist to one of the key deliverables of the RFID
standardisation efforts. Adoption of the EPC code has met with
resistance in a number of industry sectors.
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―We are collectively not prepared to recommend the usage of EPC or
give any endorsement to it…‖ (Joint Automotive Industry, 2006)
The Health Industry in the U.S. has similar concerns to the Automotive
sector in relation to the introduction of a one-size fits all type EPC
standard as they currently implement their own alpha numeric Health
Industry Bar Code standard (Health Industry Business
Communications Council, 2006).
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BENEFIT MANUFACTURER DISTRIBUTOR RETAILER
1. Improved on-shelf availability Y Y
(linked to reducing out of stocks)
2. Automated proof of delivery Y Y Y
(linked to improved despatch function)
3. Improved security of products Y Y Y
4. Eliminating stock verification Y Y Y
5. Reduced labour Y Y Y
6. Incorporating shelf-life of products Y Y
7. Reducing inventory levels and Y Y Y
warehousing requirements
8. Complete visibility and traceability of Y Y Y
products (minimise spoilage and comply
with regulations)
9. Improved control and management of Y Y
supply chain
10. Improving forecast accuracy Y Y
11. Improved customer profiling and Y Y
targeting
12. Improved customer service Y
13. Reduced check out times Y
14. Increased opportunities for up-selling Y
Table 4..4.1: Benefits of Automatic Identification / RFID to Commercial Stakeholders in the Retail Industry Supply Chain
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The benefits to the retailer, as opposed to other commercial
stakeholders in the supply chain such as the manufacturer or
distributor, are more readily discernible. According to Agarwal (2001)
this is because of the increased complexity of dealing with individual
products rather than cases or pallets. This view is shared supported by
Chappell et al (2003) whose research claims to establish a direct
relationship between the number of times a product must be handled
before arriving at the store shelf and the potential savings that can
result from the implementation of automatic identification technology.
―The more items that must be handled and the more times they must be
handled, the greater the savings potential.‖ (Chappell et al., 2003. p.7)
The retailer can also benefit from gathering and using information on
consumer behaviour and patterns. For example, the designer clothing
retailer, Prada, has deployed RFID technology in their flagship New
York store. The RFID infrastructure within the store detects the exact
items a customer has brought with them to the changing rooms and
product specific information and adverts are displayed on video
screens in the changing rooms for the consumer. The information and
adverts displayed are aimed at enhancing the customer‟s knowledge of
the product and at encouraging the customer to consider additional
items for purchase (Texas Instruments, 2002).
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One of the most promising areas in which RFID appears to offer
tangible benefits to manufacturers and suppliers, as opposed to just
retailers, is in reducing the amount of spoilage that occurs with short
shelf life products. In certain instances, spoilage has been estimated at
10% of sales. Spoilage is often caused by products being stored at the
incorrect temperature at some point in the supply chain and/or
inefficient order picking which fails to pick the oldest stock, thus
resulting in the manufacturer or distributor being left with damaged or
expired products. When applied to recyclable transport containers,
RFID investments are cost effective and offer a range of benefits
including improved product picking accuracy and the ability to
monitor and manage temperature control across the supply chain
(Karkkainen, 2003).
―It is generally agreed that the main benefits from Auto-ID are
downstream in the supply chain, i.e. to the retailers‖ (Agarwal, 2001.
p.12)
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However, trials have suggested collaboration across the supply chain is
required for retailers to maximise their return on investment (ROI) into
automatic identification technology (Bornhövd et al., 2004, Jones et
al., 2004, Karkkainen, 2003, Alexander et al., 2002b).
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―An architecture for efficiently for cleaning, filtering and augmenting
the raw data generated by tag readers is essential for the data to
provide any real value‖ (Chawathe et al., 2004. p.1194).
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2006). Recent reports suggest that RFID technology might be
vulnerable to viruses that could exploit back-end system software
(Sanders, 2006, Rieback et al., 2006). However these suggestions of an
RFID virus posing a real threat to ICT systems were quickly and
rationally dismissed as “laughably stupid” or as insignificant by a
number of qualified sources (Mello Jr., 2006, Giddings, 2006).
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5 Methodology
5.1 Introduction
The aim of this research is to elicit the factors that should be
considered by ICT management in preparing for the introduction of
RFID technology in an Irish retail operation supply chain. Another
stated aim of the research is to gauge the level of readiness of ICT
management within the industry sector for the introduction of RFID
technology.
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business and management adhere to the tradition of empiricism in this
field unless there is a good reason not to. A review of the extensive
literature on RFID technology and its application in the global retail
industry provided the foundation on which a more detailed and focused
set of questions were built up. These questions were formulated into a
semi-structured interview schedule and used as the basis for interviews
with senior ICT management personnel in a number of companies
operating in the Irish grocery retail sector.
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actions in order to be able to understand these” (Saunders et al., 2003.
p.84).
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relevant to the focus of the research. The limited inroads RFID
technology has made in the Irish retail grocery sector and the
uncertainty as to the level of awareness within that community of the
technology‟s potential meant flexibility to change the research
emphasis as the research progressed would be key to producing
relevant results. The subjective perspectives of ICT management, on a
wide range of issues, within the different companies surveyed, would
be a factor in the relevance of RFID technology to those companies
and indeed the sector in which they operate. The collection of
qualitative data and the inductive approach to analysing that data
would allow the research to develop an understanding of the way in
which humans interpret their social world (Saunders, pg 87) and thus
help to provide more of an insight into the social context in which this
technology will operate.
The objective of the literature review, undertaken for this research, was
to build an understanding of core technology and to use the experience
of other research and commercial initiatives in RFID to extrapolate the
key areas for consideration and enquiry when interviewing ICT
management in the selected research population. The level of interest,
knowledge and thus hopes and concerns of the research population in
relation to RFID technology was largely unknown at the outset of this
research and there was an uncertainty as to what the research would
lead to. From this point of view the purpose of this research is very
much exploratory.
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5.3 The Research Strategy
The key factors considered when identifying the most appropriate
research strategy to apply were as follows:
Research questions
The interpretive nature of the research meant the research questions
may elicit in-depth responses that would need to be analysed and
considered against specific organisational contexts. Strategies that
yielded only short definitive responses without any providing any
background to the participant‟s circumstances would not have
suited this research. A combination of in-depth interviews and a
survey was deemed to be the most appropriate strategy for this
research. In this way, context specific responses obtained during
the in-depth interviews could be cross-referenced with survey
responses to establish their relevance and applicability to the wider
community.
Given the factors above it was considered that a case study research
strategy would be employed to carry out a cross-sectional study by
carrying out in-depth interviews with senior ICT / eCommerce
management personnel from a small number of influential companies
in the Irish retail grocery sector. It was important to the research that
―a rich understanding of the context of the research‖ (Saunders et al.,
2003. p.93) be obtained. Understanding the business model used by,
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and the opportunities and challenges that arise for, each of the various
participants would be key in trying to ascertain the implications that
RFID technology might have for the sector. The case study strategy
facilitates the gaining of this understanding as the philosophy of the
case study is ―that sometimes a full picture of the actual interaction of
variables or events can only be obtained by looking carefully at a
practical real-life instance.‖ (Remenyi et al., 2005. p.165).
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selecting the research sample or population. From the literature review
it was evident that the implications of RFID for large retailers had been
researched and documented in some depth by a number of other
sources (Alexander et al., 2002a, Corsten and Gruen, 2003, Jones et al.,
2004, Karkkainen, 2003). There seemed to be less consideration for the
companies that operate at earlier stages in the supply chain, such as the
manufacturer, supplier, distributor and/or wholesaler. A decision was
made to focus this research on these other links in the supply chain.
The in-depth interviews focused on those companies that have
potential leverage within the sector to drive discussion on, and/or the
implementation of, new technology initiatives. The survey focused on
a wide range of suppliers and distributors of all sizes in order to obtain
data on the research topic that is representative of the sector as a
whole. Through the researchers own knowledge of the sector and
through empirical evidence gathered from printed media, such as
national newspapers and trade magazines, a number of companies
where identified to target for gaining access to ICT management for
the purposes of in-depth, semi-structured, interviews and a large
number of companies were identified to target for participation in an
online questionnaire survey. More details on the selected sample are
provided in chapter 6 entitled “The Research / Implementation” later in
this document.
5.5 Access
Negotiations for access only began after a significant volume of
literature had been reviewed on the research topic. This was to ensure
the researcher had a solid grounding in the research topic before
issuing requests and potentially engaging in correspondence with
intended research participants on issues relating to the research topic.
Having identified the target research population, a direct approach was
made by email to each member of the population to request access for
the purposes of this research. Existing contacts were targeted for in-
depth interviews. These contacts were known to the researcher on a
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professional basis. The use of existing contacts for research involving
the case study strategy with non-probabilty sampling is endorsed by
Saunders et al (2003. p.119). The perceived benefits of using existing
contacts were that contact details were available and only minimal
introductions were required in relation to the background of the
researcher as various degrees of professional trust and credibility had
already been established with each individual. New contacts had to be
established for the purposes of the online questionnaire survey. The
research focused on suppliers, distributors and retailers in the Irish
retail grocery sector and contact names were obtained through trade
associations, publications and direct requests to the targeted companies
for ICT management contact details.
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5.6 Ethics
Saunders (2003. p.129) defines ethics in the context of research as
referring to ―the appropriateness of your behaviour in relation to the
rights of those who become the subject of your work, or are affected by
it‖.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 37
5.7 Reliability and Validity
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 38
to establish the level of readiness of that sample population for the
introduction of RFID technology to their sector. The interview and
survey question sets were both designed with the goal of collecting
data relevant to these key attributes illuminated by the literature
review.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 39
Awareness of RFID
Strategic Relevance
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 40
qualitative interviews‖ (Saunders et al., 2003. p.254) and is aimed at
ensuring valid results are collected from the interviews.
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5.7.4 Designing the survey questions and process
Considerable effort was apportioned to the design of the survey
questions in order to improve its quality in terms of validity and
reliability. Saunders (2003. p.292) sets out four stages that must occur
if a question is to be valid and reliable.
Figure 5.7.2 : Stages that must occur if a question is to be valid and reliable
Source developed from (Saunders et al., 2003)
From these materials and observations, a set of the key attributes of the
sample were identified for which data was needed in order to build on
to existing knowledge required to answer the research questions. A
data requirements table, similar to that described in Saunders (2003.
p.290), was generated to focus in on the variables on which data
needed to be collected and the investigative questions that the survey
needed to contain in order to collect that data. To allow comparison
with data gathered in the in-depth interviews the survey questions were
based on the questions in the interview schedule and categorised in a
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 42
similar manner. The survey questions were organised into the
following categories:
The type of research and the characteristics of the survey sample were
both significant considerations in the design of the survey
questionnaire.
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The anonymity of participation in the survey was aimed at
reducing any sense of pressure to oblige and/or any respond
with the‟right answer‟ that intended respondents might feel.
5.7.5 Triangulation
Citing Loveridge‟s (1990) paper on triangulation, Remenyi et al
(Remenyi et al., 2005) highlights the use of this technique of validating
evidence as adding gravitas to the findings of research using a case
study methodology. To that end, this research used in-depth interviews
to canvass the opinions of ICT management working for influential
companies that fulfil different roles within the Irish Grocery Retail
sector supply chain. The survey collected data from a wider range of
ICT contacts across the sector but with less context required in the
responses. The purpose of the data collected using the online survey
was to triangulate it with the key data extrapolated from the interviews
and the literature review. The combined outlook of this research
sample provides a cross section of the perspectives on RFID
technology held by the various players in this supply chain.
Documentation and publications of standards body in this industry
sector were also reviewed in order to gain an insight in to the future
direction in terms of best practice that this industry in aiming for
relation to the research topic.
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5.8 Instrumentation Development
As the benefits of being well informed on the research topic are clear
(Healy, 1994 cited in Saunders et al, 2003. p.255), the interview
schedule and the survey was grounded in findings collated from
literature review and observations of the business processes that
operate in the Irish retail grocery sector. From the knowledge garnered
a set of themes were defined on which to base the interview schedule
and the survey. These themes were then further proliferated into more
specific questions. Both the themes and questions were developed to
achieve specific objectives in relation to gathering evidence to help
answer the research questions.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 45
interview. In terms of the survey the pilot informed revisions to the
layout, context information provided and the selection and wording of
pre-defined responses designed in the survey. The pilot also
highlighted the ways in which bias can be introduced to findings and
helped to guard against it. This was a very time consuming process but
it was deemed to be a beneficial activity, an opinion shared by
Saunders et al (2003):
―The pilot may be so important that more resources are utilised at this
stage than in the final collection of evidence.‖ (Saunders et al., 2003)
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 46
Revisions to the survey questionnaire were made based on the
feedback received from the pilot testing.
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6 The Research/Implementation
6.1 Literature Review
Information nets were cast across a range of academic, professional
and commercial resources, in both printed and online mediums, in
order to ascertain a general impression of the volume of literature, the
high profile topics or news stories and the depth and focus of existing
research already carried out in relation to RFID within the retail
industry sector in general. The following list includes a sample of the
key online resources used to source literature reviewed as part of this
research:
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 48
Search terms used to generate results relevant to the field of research
included:
RFID / Radio Frequency Identification
Auto-ID / Automatic Identification
RFID Retail
RFID Wal-Mart
RFID Metro
RFID UK Retail
Irish Retail
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knowledge base upon which a detailed list of themes and questions
was constructed for use in the in-depth interviews. For example, some
of the literature identified suggested a range of conditions under which
RFID implementations were more likely to generate a return on
investment. Building on that research, questions were added to the in-
depth interview schedule with the specific objective to gather data as to
the current state of the Irish retail grocery sector in relation to those
conditions. The analysis of such data will assist in concluding whether
or not the sector is well positioned at present to successfully implement
RFID technology.
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Using these selection criteria, as well as a commercial knowledge of
the key players in this industry sector, the following companies and
people were targeted for in-depth interviews as part of the research:
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this difficulty was overcome by agreeing to carry out the interview
over the telephone. Responses to the interview schedule questions were
recorded on paper in note format. Balancing the need to concentrate on
recording responses accurately and maintaining a flow to the interview
presented a significant challenge. This difficulty was alleviated
somewhat by the cooperation of the participants in terms of being
forthcoming with responses and patient between questions while notes
were recorded. A disadvantage of recording responses manually was
that it was not always possible to maintain eye contact with the
interviewee while they were responding to questions. This can be
unsettling for the respondent however, in this research, all participants
seemed unwaivered by this aspect of the interviews and contributed
above and beyond the questions set out in the interview schedule.
In all cases, the notes recording the participants‟ responses were typed
up within two to three hours of finishing the interviews. A data matrix
was then populated with the responses of the various participants in
order to facility the analysis of the data.
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6.3 In-Depth Interviews – The Sample Population
Respondent A
Unilever Ireland
Tom Rossiter – IT Manager
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Respondent B
Musgrave Group
Patricia Proctor– E-Commerce Coordinator
Eric Mayrs – IT Project Manager (RFID Project)
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Respondent C
BWG Foods Group
Fergus O’Hehir – IT Manager
BWG Foods Ltd is one of the leading food & drink wholesalers in the
Irish Market. Its growing foodservice division, BWG Foodservice,
provides a quality customer focused service to a fast paced and
unpredictable catering industry. It delivers a full-line solution in
chilled, fresh, frozen, ambient and paper product on a nationwide basis
providing value, choice and variety in high quality produce and
innovative ideas to support the busy caterer. It is the master franchise
operator for the SPAR chain in the Republic of Ireland and South-west
England, as well as operating 150 SPAR stores through its subsidiary
Newhill. In addition, BWG holds the master franchise for the Mace
chain in most of the Republic of Ireland
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6.4 Survey – The Process
The survey was carried out to triangulate and validate the data gathered
from both the literature and, in particular, the in-depth interviews. The
process of designing the survey is considered in more detail earlier in
this document in the research methodology section. Once the first draft
of the design was complete, the freeware version of a web survey
creation program was accessed on a website to create an online survey
(SurveyMonkey.com, 2006). This website provided services to allow a
user design an online survey and make it accessible through the
internet to the sample population (McCormack, 2006). Data is
automatically gathered as users respond to the survey questions and
stored in the website‟s database. The data collected can then be
analysed using tools available on the SurveyMonkey.com website.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 56
companies in the Irish grocery retail sector. The contact details for the
sample population were obtained through searching company websites,
trade publications, association membership lists and cold calling
supplier, distributor, wholesaler and retailer companies of all sizes to
identify the contact details of an appropriate ICT manager. Most
companies were cooperative in this endeavour.
Of the total 100 invites that were issues to the target sample
population, of mostly ICT managers in the Irish retail grocery sector,
17 responded and took part in the survey. Based on the quality of the
additional information volunteered by a number of these respondents
(See Table 6.5.1) it is evident that some knowledgeable and
experienced people in the area of RFID engaged with the research
topic.
2. RFID will have major significance and will add unrecoverable cost
to our business. Government legislation will eventually catch up
and push us in this direction when the government wakes up to the
technology.
3. Our products are of very high value, yet are quite small in volume -
despite this we find the cost of RFID even at the Boxed or pallet
level to be prohibitive.
5. RFID does have huge potential along all areas of the supply chain,
but as the technology is not yet mature, it may be some time
before it's realised. For example, it could be possible to use RFID
on all products in a store to speed up the check-out process, but
the RFID cost is off putting for that right now. We would adopt a
cutting (not bleeding) edge to newer technology, so in the
**short** term I can't see us using RFID in our Retail operations.
However RFID will be a consideration for any future change in our
IT systems.
Table 6.5 : Additional responses to Online Survey
Source developed from (McCormack, 2006)
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7 Findings and Analysis
7.1 Introduction – Categorising and Unitising the Data
The main aim of the research questions was to generate data across a
number of fronts that would of collectively yield insights on the
implications of RFID technology for IT management in the Irish Retail
Grocery sector.
The knowledge gained from these secondary data sources was then
compounded with primary data collected from several in-depth
interviews and an online survey to build up a picture of how ICT
management in the Irish retail grocery sector are currently positioned
in relation to RFID.
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FACTORS TO PURPOSE SOURCE
CONSIDER
Identify an executive A strategic executive champion is needed with comprehensive company Agarwal P24
to champion contacts and influence to drive an implementation and tackle sensitive
issues.
Understand the current In order to highlight cost bottlenecks within the supply chain that stand to Agarwal (2001:P24)
supply chain processes benefit the most from the application of Auto-ID technology and Gross (2003:P11)
processes.
Collaborate across the To maximise ROI by maximising complete supply chain visibility of {Bornhovd,2004
supply chain products. The „goods-in‟ receiving process can be significantly hastened Jones (2004)
when EDI is used in conjunction with RFID. It also likely that companies Karkkainen (2003)}
with a low level of existing EDI Invoicing automation could see the most Chappell (2003)
transformational impact of RFID applications.
Prepare the ICT Ability to handle and exploit reams of data generated by RFID. Systems Chawathe (2004)
Infrastructure integration, network bandwidth, and quality of hardware performance Wang (2005)
(e.g. RFID readers). Kelly (2006)
Gain access to subject Careful consideration needs to be given to sourcing resources with best Gross (2003:p4)
matter expertise practise knowledge and expertise.
Table 7.1.1 : Key factors to consider in preparing for an Implementation of RFID technology
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7.2 Making a Business Case for RFID
A number of works were found to assist in the process of evaluating
and preparing a business case for RFID in a number of applications.
The key findings of these secondary data materials were research
papers providing the guidelines and frameworks listed in Table 7.2.1.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 60
Although these papers were the work of a wide range of authors from
different academic and professional backgrounds, the main source of
these materials was the Auto-ID Centre as it contains a wealth of
information resources in relation to RFID and it‟s application in
general. However, support, in terms of references and similar findings,
was found in other literature for the fundamental approach and points
made in the Auto-ID papers.
For the purposes of collection, the questions asked during both the in-
depth interviews and the online survey were grouped into three
categories:
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Awareness and Relevance
ICT Capabilities and Business Processes
Strategic Perspective
Table 7.I1 shows that all three participants in the interviews described
awareness of RFID within their respective company as being at either a
low or medium level, ranging from an awareness of the technology at a
concept level to an awareness of the technical aspects of the
technology.
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Only one of the three interviewees had access to internal expertise on
RFID, a group wide ICT design authority charged with providing
technology roadmaps for companies within the group and providing
best practise guidelines for implementing that technology. All three
participants in the in-depth interviews included print media, the
internet and IT suppliers are being the sources from where they would
seek information on developments in RFID. GS1 were identified by
two of the three interviewees as being another source of information on
RFID.
The findings in Table 7.I5 show that one interviewee confirmed being
actively involved in an RFID initiative, the evaluation of a proposal to
use RFID to track roller cages, while the remaining two interviewees
were neither aware of nor involved in any RFID initiative within the
sector.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 63
in the sector (Table 7.I3). The third interviewee felt it was too early to
know the future potential of the technology.
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RREESSPPO
ONNSSEE RESPONDENT A RESPONDENT B RESPONDENT C
SSU
UMMM
MAARRY
Y Low Medium Medium
D
DEESSCCRRIIPPTTIIO
ONN Awareness at a concept level Awareness at a concept level Awareness at a concept level
Awareness at a technical level Awareness at a technical level
Table 7.I1 Opinions on Levels of Awareness of RFID within Respondents Companies
RREESSPPO
ONNSSEE RREESSPPO
ONND
DEEN
NTT A
A RREESSPPO
ONND
DEEN
NTT BB RREESSPPO
ONND
DEEN
NTT CC
SSU
UMMM
MAARRY
Y Low Low Low
D
DEESSCCRRIIPPTTIIO
ONN Little or no interest expressed by Little or no interest expressed by Little or no interest expressed by
trading partners trading partners trading partners
Table 7.I2 Opinions on Level of Interest in RFID w.r.t. ICT in Irish Grocery Retail Sector
RREESSPPO
ONNSSEE RREESSPPO
ONND
DEEN
NTT A
A RREESSPPO
ONND
DEEN
NTT BB RREESSPPO
ONND
DEEN
NTT CC
SSU
UMMM
MAARRY
Y Important Important Unknown
D
DEESSCCRRIIPPTTIIO
ONN Will eventually be considered a key Will eventually be considered a key Difficult to answer the question at
technology technology this point in time.
Table 7.I3 Opinions on the Future Potential and Relevance of RFID to Irish Grocery Retail Sector
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 65
RREESSPPO
ONNSSEE RREESSPPO
ONND
DEEN
NTT A
A RREESSPPO
ONND
DEEN
NTT BB RREESSPPO
ONND
DEEN
NTT CC
SSU
UMMM
MAARRY
Y External and Internal Sources External Sources External Sources
D
DEESSCCRRIIPPTTIIO
ONN Print media and the internet Print media and the internet Print media and the internet
IT Suppliers IT Suppliers IT Suppliers
GS1 and Institute of Logistics Conferences GS1
Internal CTO & Design Authority.
Table 7.I4 Sources of Information Referenced for Developments in RFID
RREESSPPO
ONNSSEE RREESSPPO
ONND
DEEN
NTT A
A RREESSPPO
ONND
DEEN
NTT BB RREESSPPO
ONND
DEEN
NTT CC
SSU
UMMM
MAARRY
Y No Yes No
D
DEESSCCRRIIPPTTIIO
ONN Not currently involved with or Currently involved in an RFID Not currently involved with or aware
aware of any RFID initiatives. initiative. of any RFID initiatives.
Table 7.I5 Aware of or Involved in any RFID Initiatives in the Irish Grocery Retail Sector?
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 66
Other (please
specify)
0%
We have deployed or
I am not familiar are in t he process of
with the term RFID deploying RFID
0% t echnology
6%
I am familiar with Ot her (please
the term RFID but We are current ly specif y)
do not know what evaluat ing RFID 0%
I am familiar with
it means t echnology in
the term RFID and We current ly have no
6% relat ion t o our
am aware of the plans in relat ion t o
business.
details of the RFID
13%
technology 38%
35%
I am familiar with
the term RFID and
understand the We are current ly
concept of the monit oring
technology development s in
59% RFID.
43%
Figure 7.S1 Level of Awareness of RFID Technology Figure 7.S3 Company Activities in relation to RFID Technology
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7.5 ICT Capabilities and Business Processes
The results of both research and commercial RFID trials have strongly
suggested that the benefits of RFID applications will increase
significantly as companies increase the degree of collaboration and
information sharing with trading partners. Other factors that have been
identified as impacting on the potential to benefit from RFID include:
The purpose of collecting this data was to identify how well positioned
companies in the sector are, in terms of their ICT infrastructure, in
order to take advantage of RFID technology.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 68
partners but poor or non-existent with the remainder. Table 7.I6
presents a summarised interpretation of the interviewees‟ responses on
this issue.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 69
The findings of the survey show that 35% of the respondents also
define their processes at a very detailed level, while 59% have their
processes defined at a high level. Figure 7.S5 presents a graphical
representation of the full survey findings in relation to the level of
detail that respondents‟ companies define the supply chain business
processes.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 70
RREESSPPO
ONNSSEE RREESSPPO
ONND
DEEN
NTT A
A RREESSPPO
ONND
DEEN
NTT BB RREESSPPO
ONND
DEEN
NTT CC
SSU
UMMM
MAARRY
Y Good Good Good
D
DEESSCCRRIIPPTTIIO
ONN EDI with larger trading partners for EDI with larger trading partners for Information links established with
core business transactions (i.e. core business transactions (i.e. most of their trading partners.
Orders and Invoicing) Orders and Invoicing)
Data alignment collaboration with a
minority of trading partners.
Table 7.I6 The Degree of Collaboration and Information Sharing with Trading Partners
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Business alignment
Other (please specify) data only (e.g.
0% Product/price
We do not use EDI with
catalogues, customer
any of our trading
data, etc..)
partners
0%
6%
Figure 7.S4 Use of Electronic Data Interchange (EDI) to exchange any of the following with your
trading partners?
Figure 7.S4 S The use of EDI to exchange business data with trading partners
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 72
RREESSPPO
ONNSSEE RREESSPPO
ONND
DEEN
NTT A
A RREESSPPO
ONND
DEEN
NTT BB RREESSPPO
ONND
DEEN
NTT CC
SSU
UMMM
MAARRY
Y Product catalogue data No significant gaps Product catalogue data
EDI with all trading partners
D
DEESSCCRRIIPPTTIIO
ONN Product related information (codes, The current degree of supply chain The lack of a Global Data
prices, descriptions, marketing collaboration implemented is Synchronisation Network (GDSN)
details etc..) is currently exchanged sufficient for the purposes of our means there is no synchronisation of
through manual processes. internal business processes. product data across the supply chain.
Smaller trading partners do not have
skills or resources to implement
EDI.
Table 7.I7 Gaps in Current Supply Chain Collaboration with Tradng Partners
RREESSPPO
ONNSSEE RREESSPPO
ONND
DEEN
NTT A
A RREESSPPO
ONND
DEEN
NTT BB RREESSPPO
ONND
DEEN
NTT CC
SSU
UMMM
MAARRY
Y Yes Yes Yes
D
DEESSCCRRIIPPTTIIO
ONN No standard automated processes in No standard automated processes in No standard automated processes in
place to distribute product master place to distribute product master place to distribute product master
data across the supply chain. data across the supply chain. data across the supply chain. Need
for a GSDN.
Table 7.I9 Do Product Master Data Maintenance Issues Exist in your Supply Chain?
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RREESSPPO
ONNSSEE RREESSPPO
ONND
DEEN
NTT A
A RREESSPPO
ONND
DEEN
NTT BB RREESSPPO
ONND
DEEN
NTT CC
SSU
UMMM
MAARRY
Y Internal processes well defined Internal processes well defined Internal processes well defined
External less well defined
D
DEESSCCRRIIPPTTIIO
ONN In general our processes are well Very aware of how processes should High degree of collaboration and
defined and understood. and do work within their business process control at retail level.
areas. Lesser degree of collaboration and
process control at supply level in
Irish market.
Table 7.I8 The Degree to which your Business Processes are Defined
RREESSPPO
ONNSSEE RREESSPPO
ONND
DEEN
NTT A
A RREESSPPO
ONND
DEEN
NTT BB RREESSPPO
ONND
DEEN
NTT CC
SSU
UMMM
MAARRY
Y No knowledge on this. Basic knowledge No knowledge
D
DEESSCCRRIIPPTTIIO
ONN SAP – As a leading brand ERP ERP supplier has been active Do not know details of it‟s RFID
system, it is assumed that this promoting it‟s RFID capabilities. capabilities.
system has or will have some Do not know the system‟s technical Development would be required to
capabilities in this area. capabilities in relation to handling integrate RFID with the ERP system
item level data but assume it has Understanding of the technical
capabilities in this area. architecture required.
Table 7.R10 Current ERP System Capabilities in relation to RFID
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 74
Our pro cesses
are unkno wn and
undefined. We are aware at
0% a detailed level
o f o f o ur IT Other (please
Other (please
systems specify)
Our pro cesses specify)
capabilities in 0%
are kno wn but 0%
relatio n to RFID.
no t defined. Our pro cesses 12%
6% are defined at a
very detailed
level.
35%
We have never
evaluated o ur IT
We are aware at systems in
a high level o f relatio n to RFID.
o ur IT systems 53%
capabilities in
Our pro cesses relatio n to RFID
are defined at a 35%
high level.
59%
Figure 7.S5 The degree to which processes are defined Figure 7.S6 Awareness of your ICT Systems Capabilities
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 75
7.6 Strategic Perspective
RFID, as part of automatic identification systems, has been described
as a truly transformational technology in relation to the supply chain
with the potential to drive enormous shareholder value (Alexander et
al., 2002b). Some sources have suggested that, with the large
discounters winning the battle of logistical efficiency, RFID offers
large retailers and their suppliers an opportunity to gain a competitive
edge over discounters by assisting them improve efficiencies within
their supply chains (Elfers and Ulrichs, 2006). The purpose of
collecting this data was to identify the perceived strategic relevance of
RFID to ICT management in the Irish grocery retail sector as well as
the factors that might provide obstacles to its introduction into that
sector.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 76
trading partners and the need to improve internal processes, with the
former being chosen by 46% of respondents and the latter by 40%.
Statutory regulations in relation to traceability and GDSN were each
identified by 7% of respondents in the survey. These findings are
presented in Figure 7.S8.
The size and value of the Irish grocery retail sector, in terms of the
many small to medium sized operators in the sector will be a
significant obstacle to investment in RFID within the sector. This is the
view of two of the three respondents interviewed whom both raised
concerns as that many small suppliers and retailers have insufficient
resources and ICT skills to invest in and implement RFID. Respondent
C echoed these concerns but did not believe all trading partners would
need to involved in an RFID implementation in order to achieve a
benefit. This view is based on the fact that ‟80%‟ of their business is
done with-„20%‟ of their trading partners, i.e. the Pareto principle also
cited by respondent A in response to a question on the levels of
collaboration and information sharing with trading partners. These
findings are presented in Table 7.I14.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 77
by small independently owned branded convenience stores. Although
these stores are part of a franchise and must conform the certain
centralised trading standards setup by the franchise operator, the use
and level of investment in ICT is not an area that the franchise operator
can issue a mandate on to the retailer. These findings are presented in
Table 7.I16.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 78
RREESSPPO
ONNSSEE RREESSPPO
ONND
DEEN
NTT A
A RREESSPPO
ONND
DEEN
NTT BB RREESSPPO
ONND
DEEN
NTT CC
SSU
UMMM
MAARRY
Y No rating Low Low
D
DEESSCCRRIIPPTTIIO
ONN No view on this at present and is not Cautiously evaluating the benefits of
on the plan. RFID at present.
Would look to other companies to
prove the business case.
Table 7.I12 Opinions on RFID rating in relation to current ICT management priorities
RREESSPPO
ONNSSEE RREESSPPO
ONND
DEEN
NTT A
A RREESSPPO
ONND
DEEN
NTT BB RREESSPPO
ONND
DEEN
NTT CC
SSU
UMMM
MAARRY
Y Trading partner demands Unknown GSDN
Cost
D
DEESSCCRRIIPPTTIIO
ONN To maintain or develop a business Too early to determine the factors. The success of global and local data
relationship with one or more It is possible an initiative to improve pools will provide the foundation
trading partners internal processes in this company upon which RFID implementations
would drive it. can be built.
Table 7.I13 Opinions on the Factors that will Drive RFID in the Irish Grocery Retail Sector
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 79
Other (please
Other (please Statuto ry specify)
specify) regulatio ns in 7%
Reducing lo st
6% relatio n to
sales due to "o ut The need to
traceability.
Reducing o f sto cks" impro ve internal
7%
invento ry levels 31% pro cesses and
13% efficiency.
40%
Impro ving
A uto mating security to
pro o f o f delivery reduce shrinkage
(Go o ds-In : 0%
Impro ving o rder P ressure fro m
reducing invo ice
picking accuracy custo mers to
adjustments)
(Go o ds-Out) implement RFID.
13%
37% 46%
Figure 7.S7 Area with most potential for ROI due to RFID Figure 7.S8 Most significant driver of RFID
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 80
RREESSPPO
ONNSSEE RREESSPPO
ONND
DEEN
NTT A
A RREESSPPO
ONND
DEEN
NTT BB RREESSPPO
ONND
DEEN
NTT CC
SSU
UMMM
MAARRY
Y Yes No Yes
D
DEESSCCRRIIPPTTIIO
ONN Many small suppliers and retailer A core value of company is fair Sceptical of the ability of the
with insufficient ICT skills and trading terms for all trading suppliers and distributors to deliver
resources to implement RFID. partners. an RFID infrastructure to the quality
Not all trading partners need to levels required for a successful
implement it. implementation.
Table 7.I14 Will the Size/Value of the Irish Grocery Retail Sector be an Obstacle to Investment in RFID?
RREESSPPO
ONNSSEE RREESSPPO
ONND
DEEN
NTT A
A RREESSPPO
ONND
DEEN
NTT BB RREESSPPO
ONND
DEEN
NTT CC
SSU
UMMM
MAARRY
Y No Unlikely No
D
DEESSCCRRIIPPTTIIO
ONN RFID alone is unlikely to drive a RFID alone is unlikely to drive a Irish consumer market is choice
consolidation consolidation orientated and requires a wide
Too early to assess the potential variety of products and suppliers to
impact RFID will have. deliver that choice.
Table 7.II5 Opinions on whether RFID could lead to a consolidation of Suppliers
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 81
RREESSPPO
ONNSSEE RREESSPPO
ONND
DEEN
NTT A
A RREESSPPO
ONND
DEEN
NTT BB RREESSPPO
ONND
DEEN
NTT CC
SSU
UMMM
MAARRY
Y Manufactured abroad Temperature sensitive Franchise business
Temperature sensitive
Low value
D
DEESSCCRRIIPPTTIIO
ONN Not in control of how all products To use RFID to audit and improve This company has no authority to
are manufactured and/or RFID the consistency of correct mandate the use of technology to
tagging. temperature control on products it independently owned franchise
Low value products make it difficult would require RFID to be shops to avail of this company for
to make a business case. implemented across the supply shared service economies of scale
chain. (e.g. electronic invoicing etc..).
Table 7.I16 Unusual Company/Product Characteristics that might Pose a Challenge for RFID Technology
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 82
0%
0%
0%
The availability of sufficient expertise in RFID
implementations.
0%
Security concerns in relation to RFID tags
(e.g. counterfeit and virus tags)
The lack of mature standards in relation to
RFID technology
Public perception of RFID in relation to
concerns over privacy and health.
Other (please specify)
81%
7.S9 The most significant obstacle to the adoption of RFID by your company?
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 83
7.7 Additional Points of Interest
Respondents made a number of additional points of information during
the interview, either in response to specific questions or to themes that
arose during tangent discussions during the interview. This section
attempts to record those points made that have most relevance to the
research and to highlight any consensus of opinion that may have been
expressed in this manner.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 84
ISSUE RESPONDENT A RESPONDENT B RESPONDENT C
Awareness Awareness at IT strategy level. Greatest awareness within IT dept. Greatest awareness within IT dept.
Data Sharing There is very little data alignment Information links established to as far
collaboration (e.g. product information a degree as is practical in the sector.
not exchanged).
ICT Capabilities RFID technology is beyond the current Sceptical that RFID can build on the RFID and ICT capabilities within the
sector it is likely to be sometime
ICT capabilities of many of smaller investment in processes and
before the potential of RFID is
trading partners. technology made for EDI systems. unlocked.
Standards GS1 should be more proactive in Essential for standards to be There is a need to implement GSDN
enforcing standards in order to developed and enforced to facilitate standards for sharing product
minimise the expense companies need lower costs of implementing RFID.. catalogue information.
to make in order to implement RFID
with multiple trading partners.
Business Case Difficult to see benefit to supplier. Currently evaluating business case Very difficult to see the business case
for pilot RFID project to track roller for RFID in the grocery (FMCG)
cages. sector. E.g. RFID tags on
sandwiches?
Investment It is rare for large trading partners to No indigenous manufacturing
invest in initiatives to improve the industry Irish market is reliant on
entire supply chain so all links benefit. independent distributors. These are
Normally more specific focus. less inclined to invest in improving
the processes for a particular trading
partner as they deal with many.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 85
8 Conclusions
8.1 The Driving Forces
With many companies still evaluating the potential and actual benefits
of this technology, the application of RFID could still be considered to
be at an early stage of development within the international retail
grocery sector. The evidence on the ground suggests RFID
implementations are primarily driven by three key forces within this
sector. (See Figure 8.1A).
The first and most powerful of these forces is the collective will of the
largest retailers in the US and Western Europe. This research has made
reference to RFID initiatives by Walmart, Metro, Tesco, Sainsbury and
Marks and Spencer to name but a few. A common objective of these
RFID initiatives has been to improve supply chain process efficiency.
However, one of the most telling features of these initiatives has been
the focus on processes within the retailer‟s domain (ACNielsen, 2005b,
Karkkainen, 2003, Wal-Mart, 2006, Warren, 2004). Although in
several cases the manufacturers/suppliers were required to install RFID
tags on their transport units or products (e.g. pallets, roller cages,
items, etc..), there is no evidence to show that significant investment
was made in developing supplier-side infrastructure to exploit the
RFID technology. Retailers have not demonstrated a desire to improve
efficiency across the supply chain in its entirety, but rather just to
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 86
improve those parts of the supply chain that exist at the interface to or
within their own operational borders.
The third key force is more subliminal in nature. With no real leverage
in terms of financial incentives to force the use RFID within the
international retail community, suppliers of RFID technology and
solutions (Gilbert, 2005, Chappell et al., 2003, Bornhövd et al., 2004,
Alexander et al., 2002b), along with RFID standards bodies, such as
GS1 and EPCGlobal, have invested in raising the profile of RFID and
providing guidelines on the implementation of RFID within various
commercial scenarios in order to influence the relevant financial
decision makers. These activities aim to establish RFID technology as
a strategic ICT investment in the minds of ICT management and
provide the roadmaps needed to help potential customers make the
decision to invest and successfully implement the technology.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 87
interviewed as part of this research, by encouraging companies to
undertake a pilot project to evaluate the potential benefits using RFID.
Indeed, the profile of RFID in Ireland has made the national business
paper front pages in recent months with the opening of the world‟s
largest RFID research and development centre by IBM in Dublin
(McArdle, 2006).
The most likely driver of RFID technology within the Irish market will
be pressure from large retailers. 46% of respondents to the survey cited
pressure from customers as the key driving force while 40% selected
internal process improvement. These choices were endorsed by the
data gathered in the interviews with one third of participants choosing
pressure from large retailers and internal process improvement alike.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 88
processes, beyond the direct application of RFID, in order to establish
a business case to justify any investment in RFID. The initial sparks
that will ignite these driving factors within the Irish sector remain
elusive at this stage.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 89
interviews with two thirds of participants stating they had difficulty
identifying a business case for RFID while the remaining one third
were initiating a pilot project to evaluate whether a business case could
be made.
―In relation to EDI, the key issue is the development of a national EDI
infrastructure providing real time links between retailers and
suppliers. There are concerns among small companies that they are at
a competitive disadvantage in relation to communications costs and
services relative to competitor suppliers in other countries.‖
(Forfas, 1999)
The relatively small size and value, in international terms, of the Irish
market and the majority of players in that market place make it very
difficult for individual companies to fund capital intensive investments
in ICT.
Another key challenge for the Irish retail grocery sector is its lack of an
indigenous manufacturing base. Any RFID initiative within Ireland
would most likely need the cooperation of an overseas manufacturer or
an independent distributor to deploy RFID infrastructure. It may be
difficult for an international manufacturer to justify an investment in
technology for a customer operating in one of Europe‟s smallest
markets. The opinions proffered by participants in the in-depth
interviews suggest that independent distributors will also be reluctant
to invest in technology applicable to only a subset of their customers.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 90
full potential long term benefits of RFID a fundamental strategic
review of the allocation of costs of RFID infrastructure throughout the
retail supply chain must be undertaken (Jones et al., 2004). In the
absence of such an undertaking, retailers will continue to attempt to
prevent suppliers from passing on investments costs (McCue, 2004,
Warren, 2004) Suppliers will require vision and creativity to think
beyond the traditional justifications for ICT investments in order to
identify a business case for RFID. All suppliers will need to focus on
very specific pilot projects to demonstrate the potential cost and benefit
of investing in RFID (Angeles, 2005). Beyond this, for small suppliers,
maintaining a presence in the market place may be the only return on
investment. For larger suppliers, RFID can be considered a strategic
investment and its potential value evaluated in the role it can play in
protecting the business from long-term threats such as competition
from new retailing business models such as discounters (Elfers and
Ulrichs, 2006) or in its potential to reduce labour requirements in a
demographic of an ageing world with a shrinking workforce.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 91
8.3 Collaboration and Alignment - The Key Opportunities
The operational benefits of RFID in the FMCG supply chain have been
well reported on in several research and commercial papers. The
benefits include:
From the above list, „Improving order picking accuracy‟ and „reducing
lost sales due to out of stocks‟ dominated the responses made in the
survey of the Irish retail grocery sector‟s views areas with the most
potential to benefit from the application of RFID.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 92
―with manual or paper-based systems performing each- and case-pick
operations will see the highest level of benefit‖
(Chappell et al., 2003)
The critical role ICT infrastructure will play in the success of RFID
implementations is highlighted ElAmin‟s (2006) article on a recent
commercial report on RFID:
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 93
8.4 Tuning to the Right Frequency – Standards and Guidelines
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 94
ratified and endorsed as global standards by the International Standards
Organisation (ISO) (O'Connor, 2006).
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 95
8.5 Tags, Readers…Action? – The Readiness of the Irish Sector
One of the primary objectives of this research was to try to gauge the
level of readiness of ICT management in the Irish retail grocery sector
for the introduction of RFID technology. The factors considered
relevant to determining the readiness of this sample populated are
detailed in the introduction to the „Findings and Analysis‟ chapter,
section 7.1 of this document. The interview schedule and survey
questionnaire were designed to collect data from their respective
sample populations in such a way as to facilitate the analysis of that
data within a framework of these factors, summarised here as:
Awareness
ICT and Business Process Capabilities
Strategic Relevance
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 96
its supposed benefits, the majority of respondents to the survey were
aware of RFID but at a concept level only.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 97
Despite concerns by the participants in the in-depth interviews for the
poor process control capabilities that exist in the majority of suppliers
and distributors within the sector, the results of the survey suggest that
a strong majority of respondents have their current supply chain
processes defined at either a high or detailed level. EDI coverage is
also very high within the respondents to the survey. This puts the
respondents in a good position to identify the areas most likely to
benefit from the introduction of RFID applications and to unlock their
full potential by building on the collaborative links in the supply chain
already in place for EDI.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 98
8.6 Summary
In the concluding sections of this research, the forces most likely to
drive the introduction of RFID within the Irish retail grocery sector
were identified and discussed. The need for retailers to demonstrate
how suppliers and distributors can achieve a return on investments in
RFID applications was also highlighted. The positive outlook for the
establishment of, and compliance with, comprehensive standards in the
technology is presented along with a recommendation for ICT
management to exploit the wealth of case study and theoretical
guidelines that have been developed to assist in the preparation for, and
implementation of, RFID implementations by academic and
commercial sources alike.
The implications of the key results of the interviews and online survey
were then discussed The ultimate conclusion of this discussion is that
although ICT management in the sector are focusing on the relevant
factors that, if addressed, will improve their position in relation to the
introduction of RFID technology, such as the need for more efficient
data alignment processes and standards as well as the concern for how
a return will be made on investments in RFID, it is not well positioned
to take advantage of this technology at this point in time. For now, it is
RFID from a safe distance for ICT management within the Irish retail
grocery sector.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 99
8.7 Limitations of Research and Areas for Further Research
One limitation is the possibility of bias in either the design of the
interview or survey. Although precautions were taken to prevent bias
being introduced, it is possible that sub-consciously some form of bias
was introduced due to the researcher‟s prior knowledge of the sample
population and the business contexts they operate in. Another
limitation of this research is the relatively small sample population that
responded to the on-line survey. 17 respondents from 100 invites to
participate is a response rate above the typical average. However, 17
respondents in terms of the overall number of trading companies in the
Irish retail sector is around 3 to 4 %. This may not be significant
enough to provide the true representation of the sector.
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 100
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University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 107
APPENDICES
I. The In-depth Interview Schedule
ID QUESTION
5.1.1 How would you describe the level of awareness, within
your company, of RFID in terms of the technology‟s
capabilities, relevant standards, implementation models
and commercial implementations in the retail sector?
5.1.2 From the knowledge you have of your trading partners
outlook in terms of Information and Communications
Technology (ICT), how would you describe the level of
interest in RFID across the Irish grocery retail sector?
5.1.3 What is your opinion on the future potential and
relevance of RFID to the Irish grocery retail sector?
5.1.4 What sources of information would you look to for
guidance on developments in relation to the relevance
and potential of RFID to your business?
5.1.5 Are you involved in or aware of any RFID initiatives in
the Irish grocery retail sector?
5.2.1 How would you describe the degree of collaboration
and information sharing in existence between your
company and its trading partners?
5.2.2 What gaps, if any, exist in the supply chain
collaboration with your trading partners?
5.2.3 How would you describe the degree to which your
company‟s business processes (both internal and
external – i.e. whole supply chain) are defined in terms
of their relevance to your company‟s business?
5.2.4 Are there issues in terms of maintaining accurate
product master data across the supply chain?
5.2.5 What do you know about your company‟s current ERP
system‟s capabilities in terms of storing item level data
and/or integrating with RFID technology?
5.2.6 Do you think your company would seek external
expertise to assess and develop its ICT infrastructure‟s
ability to manage RFID data?
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 108
ID QUESTION
5.3.1 How would you rate the importance of RFID in relation
to your company‟s current list of ICT management
priorities in the medium to long term?
5.3.2 What factors would you expect to drive the introduction
of RFID in your business sector?
5.3.3 Indications are that implementing RFID will require
significant investment by trading partners all along the
supply chain. Based on your company‟s experience of
introducing new technology into the sector, do you
think the size/value of the Irish grocery sector and the
relatively small to medium size of some of the players
in this sector will be an obstacle to the sector investing
in RFID implementations?
5.3.4 Could the introduction of RFID lead to a consolidation
of suppliers in the sector in order for suppliers to be in a
position to afford and benefit from RFID?
5.3.5 Can you think of any unusual characteristics of your
company‟s products and/or supply chain processes that
might pose significant challenges to the implementation
of RFID technology?
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 109
II. The Online Survey Questionnaire
The online survey questionnaire is available at the following universal
resource locator:
http://www.surveymonkey.com/s.asp?u=875312406176
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 110
III. The Research Timeframe
JAN FEB MAR APR MAY JUN JUL AUG SEP
Literature Review
Arrange
Interviews
Define Interview
Define
Questionnaire
Hold Interviews
Distribute and
Collect
Questionnaire
Analyse
Research
Findings
University of Dublin | Trinity College M.Sc. MIS Research Dissertation (TCDMSCMIS2006DMC01) Page 111