Taking advantage of adversity creates
a competitive edge
A GM researcher's work in risk
management highlights opportunity
Fire, flood, earthquake,
an infestation of ants - these are not just the stuff of Hollywood
disaster films but everyday occurrences that can prove devastating
to a corporation when they interfere with putting out a product.
Loss of output from just one critical supplier can pulse through
the supply chain, shutting down production and costing millions.
But risk also creates opportunity, says
Debra Elkins, Senior Research
Engineer in the Manufacturing Systems Research Lab. "At
the highest levels, companies can use their understanding
of the probability and severity of potential business interruptions
as a competitive advantage. If they're good at managing risk,
corporations have a better chance of responding in a creative
manner and keeping the production lines running."
The key is to make the supply chain more
robust and manufacturing lines more flexible, so a blizzard
in Dubuque doesn't snowball into a companywide shutdown. But
how can companies determine the magnitude of the losses they'll
suffer from each business interruption and the possible impacts
on corporate goals?
That's the realm of enterprise risk management
and the focus of Elkins' research. "Formally defined,
risk management seeks to identify, quantify, and manage all
risks that impact corporate performance," Elkins explains.
"What we need are decision tools to rapidly measure,
rank, and communicate risks to upper management, so that they
can choose the best course of action." But developing
those tools for a mega-corporation like GM is a daunting proposition.
As part of the GM Corporate Risk Management
Team, Elkins had already started to connect the necessary
theory, modeling approaches, and superior computing techniques
when the terrorist attacks occurred on September 11, 2001.
Immediately it became obvious just how crucial risk management
had become.
Establishing the Framework
To capture the information executives need to manage risk,
Elkins has developed a framework with three main elements.
She starts by generating a list of business interruptions
that could occur - both repeatable events, like fires and
floods, and non-repeatable ones. The frequency and severity
of repeatable events can be modeled using stochastic processes,
which help estimate the number of events expected and the
associated monetary loss. Developing these stochastic risk
process models is the first element of the framework.
One of the limitations of this classical
approach, however, is that only one type of risk event can
be analyzed at a time. Elkins and Professor M.A. Wortman of
Texas A&M University showed that correlated events - events
that occur together - can cause widely different results.
"Sometimes putting out a fire results in water damage
as well," says Elkins. "What's the impact if you
ignore their interdependence? Our results show that you could
really underestimate the amount of cash you need to protect
yourself against these damages. You have to manage risks as
a portfolio."
The second element in the framework calls
for constructing operations models that capture the network
of dependency in production facilities. These models might
include global value chain or supply chain maps. Given GM's
large scale, Elkins literally draws on a wall to show how
the different parts fit together.
The third element requires researchers to
develop appropriate measures of enterprise risks.
"We establish a benchmark using risks
applied to the operational models," says Elkins. "We
can then measure the efforts to reduce risk by comparing the
modified risk profile to the original."
Putting the elements
to work
The framework sounds straightforward enough, but Elkins wryly
notes that almost everything remains to be done. "Still,
if we can successfully integrate all three areas, we'll have
a rich methodology to analyze enterprise risks," she
says.
The techniques have obvious application
to companies that manufacture or assemble parts and components
- like the automotive or semiconductor industries - and also
fit well with military and defense efforts like those of the
U.S. Homeland Security Office.
"It's the same game," says Elkins.
"If you want to make the country's water supply infrastructure
or transportation network safer, you look for vulnerabilities
in the system and then try to protect them."
In addition to industry and government work
on enterprise risk management, a number of universities have
begun to emphasize risk analysis as part of their engineering
curriculum. Elkins sees the field expanding far beyond its
current breadth, as researchers work to develop better models,
analysis, and computing capabilities. No off-the-shelf software
currently available can tackle the problems of risk management,
so it must first be developed.
But Elkins sees all the work to be
done as a plus. "The important thing is that we have
opportunities to get better - and we're taking advantage of
them," she says.
By Diane Kightlinger
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