Yes, but you must adapt by demonstrating your ability to drive business growth and differentiation, not just cost savings and uptime. Here’s a personal example of a much broader trend as to why this is so important to your business and your role as an I&O professional:
It’s a cool Autumn day, which reminds me I need a new jacket. I walk into Patagonia. I evaluate several models and then buy one – but not from Patagonia. It turns out a competitor located two miles away is offering the jacket at a discount. How did I know this? I scanned the product's bar code using the RedLaser app on my iPhone, which displayed several local retailers with lower prices. If I had been willing to wait three days for shipping, I could have purchased that same jacket while standing in Patagonia from an online retailer with an even better deal. [Truth be told: I actually bought the jacket from Patagonia's store after validating no better deals existed… but The Home Depot wasn’t so lucky this summer when I bought the same, but cheaper air conditioner from Amazon while standing in aisle 4.]
This is a prime example of what Forrester calls the “The Age Of The Customer” where empowered buyers have information at their fingertips to check a price, read a product review, or ask for advice from a friend right from the screen of their smartphone. This type of technology-led disruption is eroding traditional competitive barriers across all industries; manufacturing strength, distribution power, and information mastery can't save you.