Working Papers. Poznan University of Economics

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1 Working Papers Faculty of International Business and Economics Poznan University of Economics WP/2013/10 Robert Rogaczewski International logistics under conditions of business activity internationalization and integration Poznan, December 2, 2013

2 International logistics under conditions of business activity internationalization and integration Robert Rogaczewski Keywords: internationalization, globalization, international logistics, JEL: F62, F64, L21, L24, P33, Abstract International logistics becomes presently one of the most rapidly developing domains of knowledge and plays an important role in the process of internationalization, which is perceived as a type of business activities undertaken abroad and is analyzed from the perspective of the process of internationalization of a given company's activities. It is worth mentioning that international logistics is the management of an international supplies chain which embraces planning, implementation, and control over the flow of goods and services beginning from the sources of natural resources exploration to the definite customer. Internationalization of logistics proceeds at each level of business internationalization and a company, when making decision on internationalization, should include it in the international context. The process of integration and internationalization is the foundation of the development of international logistics. Introduction Internationalization of structures and activities in the area of logistics is regarded as the most recent development direction of logistics. Presently, logistics becomes certainly one of the most rapidly developing domains of knowledge. As a result of globalization of the world economy, we can observe growth in importance of integration of sources of supply, production and trade between companies from various countries. Logistics is the very centre of business transition, aimed to connect particular management actions into one coherent whole. The purpose of logistics is thus integration of methods of management, organizational structures and logistics processes. This process takes place around the product, including spatial availability of resources or transport accessibility. The condition of development of all forms of integration in globalizing supply chains have become growth in importance of internationalization. The objective scope is a team of companies which are distinguished in their considerable level of internationalization in the development of international logistics. The spatial scope concerns the Paper accepted for publication by Elżbieta Gołembska. All remaining errors are those of the author. Robert Rogaczewski is a PhD candidate at the Department of International Logistics, Faculty of International Business and Economics, Poznan University of Economics. address: r.rogaczewski@gmail.com 2

3 whole area of Poland with reporting units that have their departments abroad. The time scope involves years The main aim of the present study is a composition of logistics internationalization method in businesses in relation to the spatial pattern of provinces and determining the degree of logistics internationalization in selected districts. In that sense, the detailed aims of the study are directed at determining differences between provinces and defining various forms of internationalization as well as the ways of their logistics management. 1. The substance of contemporary international logistics The term logistics, in both practical and academic usage, is not always definite and is subject to natural evolution. The starting point for consideration of international logistics are internationalization and globalization processes that happen and evolve. Consequently, the necessity of integral logistics solutions occurs. Among main traditional business roles (supply, production and physical production), logistics functions as a connecting link and emphasizes its multirange role as an intermediary between suppliers and the market [Wöhe 2005]. A forerunner in the field of international logistics is, undoubtedly, Gołembska, who believes that logistics in an international context is a method of supplies chain s management, both in a business area as well as among companies. Its main aim is planning, implementation and control over the flow of products (goods and services) including a financial and information flow [Gołembska 2012]. Koźmiński considers international logistics as a process within the scope of which goods and information flow takes place among individual countries. Planning, management and international flow control on an international level concern following streams: [Koźmiński 1999] those which come from outside, i.e. from suppliers and co-operators, between domestic branches of a company, those, which are directed at prepared products and services. A quite different definition is presented by Abt who undermines the wisdom of international logistics term introduction. He claims that international logistics seems to be not very well-chosen since every well built and well developed logistics system is called international. He points to, however, the need of a term beyond-border logistics or logistics beyond borders in connection with a strategy of creating logistics chains [Abt 2000]. As above definitions suggest, despite numerous differences in the way of perceiving international logistics, one aspect seems to be common for everyone, namely international logistics is an activity connected with crossing borders. In that sense, it is different from national logistics in following features: [Płaczek 2006] a multitude of overcoming various barriers (geographical, administrative and cultural), a broader range of ventures, 3

4 more remote services management and the maintenance of higher numbers of customers, efficient management of stocks, the integration of marketing channels with logistics systems. Recognizing more and more rapid development of business internationalization and globalization, international logistics becomes more important, especially in the scope of planning, implementation and control over goods and services flow and information among individual businesses of different countries. The problem of logistics internationalization should be considered in both objective and subjective dimensions, wherein the first one is measurable and is expressed in the goods and services flow on an international scale; the second one, however, is concerned with logistics processes which take place in international supplies chains [Koźmiński 1999]. It should be emphasized that a particular role of international logistics is perceived in supporting various forms of business internationalization. 2. Importance of international logistics in particular internationalization forms In the subject literature we may encounter different terms which, in a more or less detailed manner, present the essence of internationalization. These inaccuracies cause difficulties in separation of the terms of internationalization and globalization. Thus, it is worth pointing to differences in meaning of the abovementioned terms. Dicken defines internationalization and globalization as follows [Dicken 1998]: "Internationalization processes involve the simple extension of economic activities across national boundaries. They reflect, essentially, quantitative changes that lead to a more extensive geographical pattern of economic activity". "Globalization processes involve not merely the geographical extension of economic activity across national boundaries but also and more importantly the functional integration of such internationally dispersed activities. They reflect, therefore, essentially qualitative changes in the ways economic activities are organized". Internationalization means the extension of business activities beyond borders of a country. A significant element of internationalization is also, apart from import/export, foreign market entry. On the other hand, globalization goes beyond internationalization and it should be considered in the qualitative and geographic meaning. The geographical dimension indicates growing scope of business activities of international companies in the perspective of geographic division into departments and production plants. The qualitative dimension of globalization determines intensity of relations of branches, production plants or logistics units in the international supply chain and shows, at the 4

5 same time, interrelation. Intensified competition between international, autonomous companies and new possibilities of optimizing supply chain and production chain should also be classified to this dimension. Logistics plays an important role in globalization, however, it is globalization that is perceived from the point of view of quality; it is a driving force for international logistics and international supply chain. Economy globalization releases the processes of changes that lead not only to stronger integration of markets; they also result in a new, large-area organization of supply chain. Business activity internationalization means that companies relocate their business activities beyond its own, national border to foreign markets. The expansion of the company's activities abroad sets often high requirements because foreign markets are perceived not only in the geographic sense. Foreign markets differ from the domestic market mainly by different "rules of the game" and cultural properties. Confrontation of different ways of thinking, conduct and living is often the reason for failures and conflicts. For a long time, attempts have been taken to quantify and measure internationalization degree. The most famous ratios of internationalization include [Krystek, Zur 2002]: turnover achieved abroad /creation of value, number of employees abroad, share foreigners in business management, number of foreign daughter companies, amount of foreign direct investment, share of export. The business internationalization degree is reflected also in corporate culture, set goals, strategies, way of thinking and conduct of management. Internationalization is perceived as corporate philosophy. It covers mental opening and meeting other countries and cultures half-way, which can bring about cooperation with foreign partners. The willingness to cooperate is perceived as mental internationalization. Analyzing the internationalization phenomenon, attention should be paid to causes that make companies conduct foreign expansion in different forms. We may indicate several most important forms [Nowakowski 2000]: reduction in operating expenses as compared to competition, increase in the sales level by involvement in market situation, where competition is weaker, ensuring continuous development as a result of using any emerging opportunities on various markets. Undertaking business activities abroad involves selection of internationalization forms appropriate under given conditions. Companies use different forms of international relations, starting from activities related to export, cooperation contracts to equity links abroad. Direct investments 5

6 involving equity abroad are classified, from the point of view of the company, to the most developed forms of internationalization [Perlitz 2004]. Fonfara classifies internationalization forms as active and passive. The active form is foreign expansion in various forms, while the passive form means entering into multiple relations with foreign partners without the need to go with business activities beyond the borders of the country where the company is located [Fonfara et al. 2000]. The greater the internationalization form, the grater the involvement and transfer abroad of capital or resources and competencies. The subject literature discusses widely particular internationalization forms, indicating their advantages and disadvantages, however, it does not indicate functions and importance of logistics it plays in the process of internationalization. In the case of inactive forms of foreign expansion, basic expedition activities are sufficient. On the other hand, active forms require creation of extensive supply chains and proper management of supply, production and distribution. Figure 1. Business internationalization forms Source: [Brösel and Buchert 2004, pp ] The first form of internationalization is export, in the case of which the production process is not carried out in the target country, but the company delivers its goods to foreign contractors. Indirect and direct export is distinguished. In the case of direct export, products are delivered to foreign markets directly to the customer, in the case of indirect export via agents. In principle, for export companies risk and share of equity are not relatively high. It is believed that direct export enables continuous and intensive penetration to the foreign market and, as compared to indirect export, involves high risk and costs [Root 1994]. Advantages of the export strategy are high flexibility and opportunities of development of high experience potential, therefore it is easier to adopt further forms of internationalization at a later time. In the event of possible failure or the lack of benefits it 6

7 is possible to resign from this strategy of internationalization without high costs [Lambert, Stock, Ellram 1998]. Logistics may be managed by the existing logistics department in the company because this form of internationalization does not require special experiences with regard to export. The situation is different in the case of direct export, because it requires separating in the logistics department a unit responsible for shipping goods abroad and coordinating distribution of these goods to the target market. In 2010, some companies create in their organizational structure an additional unit, which is responsible for export. Transfer of licenses and franchising are long-term, legally regulated forms of cooperation between a company in the mother country and a company abroad, which transfer technology and personnel [Ernst 1999]. Transfer of licenses and franchising are different as in the first form the licensor entrusts to the licensee its know-how for a specified time, whereas in the case of franchising the franchisee, with equity, distributes the franchiser's products in accordance with the common marketing concept. Risk of transfer of licenses consists in the fact that the licensee may transfer knowledge after the expiry of the effective term of the contract, to the competitive company. In the case of transfer of licenses, companies to which license were transferred, have independent logistics in the sphere of supply and distribution. Common actions are possible also with regard to supply logistics. Owing to the fact that the specific character of the product is usually homogenous, common policy is pursued with regard to supply of parts, raw materials or subassemblies. This process enables maintaining quality goods at the required level and achieving beneficial price terms [Szymczak 2004]. In franchising, the franchiser is responsible for supply logistics of the chain of points that are its property. The franchiser's task is to obtain products and distribute them appropriately to franchisees. The distribution process coordination is usually a task of the supply department or a dedicated logistics unit. In the event when franchisees conduct business activities on an important market and are distant from the franchiser, it seems relevant to create local offices of the franchiser, which will perform all the functions. Further forms of internationalization are ownership forms where we can observe increasing degree of involvement of the company and its capital. On the whole, we distinguish the following foreign capital investments: direct investments and portfolio investments [Kutschker, Schmid 2006]. In the case of portfolio investments, the most often used form covers short-term investments of current assets in the form of foreign securities, while direct investments are concluded for the purpose of longterm profit orientation. An important feature of direct investments is the relation of dependence resulting from transfer of capital and, as a result, a possibility of exerting direct impact [Dieckheuer 2001]. Notwithstanding whether or not a foreign entity is created from scratch or the already existing is taken over, the following forms of direct investments are possible: minority share, joint venture, 7

8 majority share, 100% share. A joint venture is a venture of at least two legally regulated independent partners in the form of a new independent company [Wolf 2000]. In an international joint venture one of partners is usually seated in the country where a new company was incorporated. This fact allows using competences and knowledge of the partner that are useful on the local market with common incurring risks and costs. The partner's task is not only contribution of capital, but also management of business and human resources, as well as know-how with regard to products, the way of their manufacturing, research and development and communication with public offices and institutions. A daughter company is an example of direct investment of full value, in which logistics plays an important role. This form of internationalization guarantees the company full protection of technology and know-how, but it involves the highest costs and risk. As a result, it means opening of a new company along with provision of complex supply and creation of an advanced network of distribution channels. More and more often we can observe that a daughter company is a form given to a production plant. Then it is necessary to manage production, namely plan, perform and control it. The highest competences are required with regard to logistics and supply chain management in all the phases of flow, starting from production supply to distribution and sales of finished products. Managing logistics in this form of internationalization is thus autonomous, i.e. logistics strategies are implemented regardless of the parent company. In the case of daughter companies we observe independence with respect to selection of logistics, marketing, financial or HR strategies. Analyzing the above forms of internationalization, we may conclude that internationalization is a process of gradual increase in the company's involvement in international business activities. We can also observe increased involvement of logistics in the company along with going through subsequent forms. The essence of international logistics applies to relations of companies on the basis of economic systems of various countries [Gołembska, Szymczak 2000] which are significant for business internationalization. The purpose of internationalization is thus achieving the company's competitive advantage on world markets. 8

9 Table 1. Logistics in particular forms of business internationalization Internationaliza -tion form Export Character of logistics Transactional, market, trade Main actions with regard to of logistics Shipping goods, distribution coordination Challenge for logistics Reduction in costs of displacement Benefits within logistics Low: operating benefits Transfer of licenses Transactional, intercorporate Shipping goods and coordination Supply Cooperation with regard to supply. Average: operating benefits, scale benefits Franchise Transactional, intercooperative Supplying the network of franchisees Reduction in costs of supply Average: operating benefits, scale benefits and service benefits Joint venture Partnership, intercorporate Integration of partners' logistics systems Dependent on type of activities (branch, factory) Average, dependent on type of activities (branch, factory) Foreign branch Production plant Intracorporate Intracorporate Shipping goods, warehousing, distribution Supply, production, distribution Organization of the distribution network Organization of supply chain Large: benefits of experience and location Very large: benefits of coordination, location and experience Daughter company Intracorporate, autonomous Supply, production, distribution Organization of supply chain Huge: full coordination, benefits of integration, location, experience and scale Source: [Szymczak 2004, pp ] In the period , research was conducted on the entities seated in Poland having shares in entities abroad. The research covered reporting entities in Poland that had shares in companies, branches or plants located abroad. The research did not cover banks, cooperative savings-credit unions, insurance companies, broker's offices and brokerage houses, investment funds 9

10 Number of foreign entities and pension funds. The data relate to foreign entities regardless of share of the reporting entity seated in Poland in their capital. The research conducted in the years let describe selected forms of internationalization of Polish companies. Chart 1. Forms of internationalization of Polish companies in the years daughter company branch plant other form Type of foreign entity Source: Prepared by the author on the basis of the Central Statistical Office [GUS ] The researched group of 1106 entities in 2008 demonstrated involvement in 2541 foreign entities, of which in the form of shares in daughter companies 2207, branches 255, plants 59, and in other forms 20 foreign entities. The researched group of 1313 entities in 2009 demonstrated involvement in 2747 entities located abroad, of which in the form of shares in daughter companies 2306, branches 327, plants 81 and 33 other forms of foreign entities. The researched group of 1443 entities in 2010 demonstrated involvement in 2988 foreign entities, of which in the form of shares in daughter companies 2512, branches 358, plants 84 and 34 other forms of foreign entities. We observe a growing trend of internationalization forms in the years , which may mean that companies, through expansion to other markets, tried to eliminate any effects of the crisis of It is explained by the fact that in 2009 in the Polish export and import we could observe a considerable decrease in value of export and import as compared to the increasing trend from the previous years. Companies seated in Poland involved their capital: in 2008 in 92 countries. Foreign entities were located across all EU countries (together 1465 entities), in 2009 in 94 countries. Foreign entities were located across all EU countries (together 1643 entities), 10

11 Share of foreign entities (in %) in 2010 in 96 countries. Foreign entities were located across all EU countries (together 1802 entities). Chart 2. Structure of the number of foreign entities by country in the years Germany Ukraine Czech Republic Russia Romania Slovakia Hungary Lithuania Other countries Country of location of a foreign entity Source: Prepared by the author on the basis of the Central Statistical Office [GUS ] In 2008 ca. 53% of foreign entities were seated in 7 countries bordering Poland. The largest number of foreign entities were seated in Ukraine (345 foreign entities), Germany (311 foreign entities) and in the Czech Republic (212 foreign entities).in 2009, ca. 54% of foreign entities were seated in 7 countries bordering Poland. The largest number of foreign entities were seated in Germany (372 foreign entities), Ukraine (348 foreign entities) and in the Czech Republic (228 foreign entities). In 2010 ca. 52% of foreign entities were seated in 7 countries bordering Poland. The largest number of foreign entities were seated in Germany (400 foreign entities), Ukraine (356 foreign entities) and in the Czech Republic (246 foreign entities). In the case of inactive internationalization forms we should note that the value of import among foreign entities is higher than the value of export. Table 2. Volume of import and export of foreign entities in PLN million Foreign entities Year Import Export Balance of trade , ,4 negative , ,0 negative , ,0 negative Source: Prepared by the author on the basis of the Central Statistical Office [GUS ] 11

12 Export by foreign entities in 2008 amounted to PLN million, of which 85.3% accounted for entities belonging to reporting entities conducting activities in the field of industrial processing. Export of foreign entities to the parent entity and affiliates was running at the level of 37.9% of total export of foreign entities. The value of import of foreign entities amounted to PLN million. As in the case of export, 84.7% of the value of import accounted for entities belonging to reporting entities conducting activities in the field of industrial processing. Contrary to export, prevailing volume of import of foreign entities 87.1% was import from the parent company and affiliates. Export of foreign entities in 2009 amounted to PLN million and, like in the previous year, the greatest share accounted for entities belonging to reporting entities conducting business activities in the field of industrial processing and is 81.6% of the value of total export. Export of foreign entities to the parent entity and affiliates was running at the level of 24.7% of export of foreign entities. The value of import amounted to PLN million, of which 80.4% accounted for entities belonging to reporting entities conducting activities in the field of industrial processing. The unquestionable majority of import of foreign entities, i.e. 78.2%, was import from the parent company and affiliates. Export of foreign entities in 2010 amounted to PLN million. The greatest share accounted for entities belonging to reporting entities conducting business activities in the field of industrial processing and was 85.7%. Export of foreign entities to the parent entity and affiliates under groups of companies amounted to 28.1% of total value. The value of import of foreign entities amounted to PLN million The highest share of import 83.5% accounted for entities belonging to the researched entities conducting activities in the field of industrial processing. The value of import from the parent company and affiliates was the unquestionable majority of import of foreign entities in the amount of 82.5%. It should be noted that the value of export of foreign entities is lower than the value of import; this sign is, however, very favourable for reporting entities. Import of foreign entities is conducted most often from parent companies and affiliates. Using foreign investments by companies involves high risk, however, it enables better possibility to sell products and services thanks to their daughter companies. They have better possibilities of reaching the final customer, first of all, because they are registered in the country where they conduct sales, therefore they enjoy greater trust of their domestic buyers. An important role in the process of internationalization and globalization is played by logistics, which, as a result of these processes, becomes international. The process of supply chain management internationalization, through combination of operational, financial and marketing companies, is focused on material flows in the company and between companies, as well as information [Gołembska 2009]. Managing material flows in the company applies to material flows of supply, internal streams between units of the company and distribution units. Processes of supply 12

13 of materials and raw materials to companies as well as processes of distribution of the final product to customers go beyond single companies [Szymczak 2004]. A significant aspect of internationalization assessment is the possibility of the measurement of logistics internationalization 3. Coefficient of internationalization of logistics In the subject literature, both national and foreign, there are few ratios that would allow determining the degree of business internationalization, the more so internationalization of logistics. Internationalization at this level is perceived in terms of result, i.e. identification is possible through applying components necessary to determine intensity of international involvement of the company. The only precursor in this field is Gołembska, for whom a starting point for the determination of the ratio is the process of integration and internationalization as the foundation of the development of logistics. To specify the degree, the following two conditions are to be fulfilled [Gołembska 2009]: calculation of coefficient of internationalization of logistics, indication of forms of business internationalization, in the perspective of which international logistics is conducted. The determination of coefficient of internationalization of logistics is possible basing on the following formula: where: WUL ratio of internationalization of logistics, MT 2 fixed assets in storage and transport abroad, ŚT total fixed assets in storage and transport, O 2 turnover abroad, O total turnover, Z 2 inventory abroad, Z total inventory, E 2 employment in logistics abroad E total employment. Source: [Gołembska 2009] From the above formula it can be concluded that the most important ratios determining intensity of internationalization of logistics include: 13

14 share of fixed assets in storage and transport abroad in total book value of fixed assets in storage and transport, share of the employed abroad in logistics in total employment in the company. On the basis of conducted research involving years , which were mentioned in a prior part of the following article it is possible to generate a formula that would allow defining the degree of a province logistics internationalization. Owing to the fact that in the conducted research the following variables were taken into account: number of foreign entities, number of the employed (including in logistics), revenue on sales of products, goods and materials, and outlays on tangible fixed assets (including in logistics), the formula was transformed. It has the following form: where: WUL w ratio of internationalization of logistics in the province, AT w outlays on tangible fixed assets of foreign entities of the province, including logistics, AT o total outlays on tangible fixed assets of foreign entities, including logistics, P w revenue on sales of products, goods and materials of foreign entities of the province, P o total revenue on sales of products, goods and materials of foreign entities Lj w number of foreign entities of the province, Lj o total number of foreign entities, E w employment in foreign entities of the province, including in logistics E o total employment in foreign entities. Source: prepared by the author on the basis of [Gołembska 2009] Based on this formula, an attempt will be made to define province internationalization coefficient, for Wielkopolskie and Mazowieckie Provinces, as compared to other provinces. This ratio will define the level of internationalization of logistics of the reporting entities. 14

15 Table 3. Coefficient of internationalization of logistics in the reporting entities having branches abroad in 2010 Province Internationalization coefficient Percentage share Wielkopolskie % Mazowieckie % Other provinces % Source: Prepared by the author on the basis of the Central Statistical Office [GUS] From calculations it results that coefficient of internationalization of Wielkopolskie Province is 0,05, which is 5% of value of internationalization of the country. If coefficient of internationalization is closer to one, it means larger internationalization of a province. From the table it results that the most internationalized province is Mazowieckie Province. Conclusion The progressive internationalization and globalization of the world economy seen as a new stage in internationalization of economic activities has brought intensification of relations of national economies and growth in their interdependencies. Logistics is of critical importance in the process of internationalization; it is a one-of-the-kind tool counteracting competition and, at the same time, asset of the company in attracting new customers. Different forms of foreign market entry are characterized by different risk and therefore a decision concerning business internationalization should be preceded by risk and effectiveness analysis. The purpose of the company is thus building internationalization strategy that would enable maximizing advantages arising from internationalization and, at the same time, reduce the risk of failure in the internationalization process. References Abt S., 2000, Specyfika logistyki ponad granicami [in:] Abt S., (ed.), Logistyka ponad granicami, ILIM, Poznań. Bohn M., 2010, Logistik im Kontext des ausländischen Markteintrittes, Technische Uni Berlin, Berlin. Brösel G., Buchert H., 2004, Die Akquisition von Unternehmen in Osteuropa und die Bedeutung der weichen Faktoren [in:] Meyer J.-A., (ed.), Kooperation von kleinen und mittleren Unternehmen in Europa: Jahrbuch der KMU-Forschung und praxis, Lohmar. Dieckheuer G., 2001, Internationale Wirtschaftsbeziehungen, 5. Auflage, Oldenbourg Wissenschaftsverlag, München. 15

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