Cover Page

Table of Contents

Chapter:2 Literature Review......................................................................................................3

2.1 Overview..........................................................................................................................3

2.2 Theoretical Framework....................................................................................................3

2.2.1 Theoretical Analysis of the Role of Control Tower and Integrated Supply Chain....3

2.2.2 Challenges of Implementing Big Data and Integrated Supply Chain........................5

2.2.3 Ethics of collecting data from customers and third-party rules.................................7

2.3 Conceptual Framework....................................................................................................7

2.4 Literature Gap...................................................................................................................8

2.5 Summary...........................................................................................................................8
Chapter:2 Literature Review
2.1 Overview
First, the control tower in a supply chain is not an actual tower. It provides a single hub with
the people, systems, and procedures needed to collect data from every supply chain step (He,
Xue, and Gu, 2020). The control tower can determine where each supply chain is strong and
weak. The information gathered can improve things for everyone in the supply chain,
including customers, and lead to fewer, less expensive exceptions. Logistics businesses have
been using control towers to monitor traffic and spot any potential problems with visibility or
transit. Because of this, the term "control tower" to describe a place where people can easily
share information has also caught on in urban planning (Ancarani et al. 2019). Control towers
are internal business structures that help everyone in the supply chain see and talk to each
other.

2.2 Theoretical Framework

2.2.1 Theoretical Analysis of the Role of Control Tower and Integrated Supply Chain
A supply chain control tower is a centralized dashboard that shows data, critical business
KPIs, and events related to the supply chain (Saengchai and Jermsittiparsert, 2019). Supply
chain control towers help businesses find the most critical problems and put them in order of
importance to deal with them better. Executives in charge of the supply chain are under a lot
of pressure to meet customer demands for products that are easy to get when and where they
need them while also cutting costs and getting the most out of their employees (Sadeeq, and
Zeebaree, 2021). A smarter control tower is required for complete visibility of the supply
chain and to respond to and plan for outside events that could disrupt operations. Using
cutting-edge artificial intelligence (AI) and machine learning could help users standardize
processes, combine data, and make better real-time decisions. Teams and business partners
will find it easier to talk to each other, work together, keep institutional knowledge, and make
quick decisions if the control tower is smarter (Li et al., 2020). Lastly, this helps people
develop resistance, deal with outliers, and deal with the unexpected.

Real-time, end-to-end visibility - Build complete supply chain visibility with a command
centre that pulls data from multiple sources and external events and displays them in an easy-
to-understand dashboard format.
Predictive and prescription decision support - With the help of intelligent alerts and real-
time actionable information, users can figure out how to respond to an event in the order that
is most important for customers.
Collaborative information sharing - With the help of supply chain tools like AI-powered
resolution rooms and digital playbooks, collaboration on and management of exceptions can
be made better all along the supply chain. 

A "supply chain control tower" is a cloud-based solution that uses the most up-to-date
technologies to help proactively manage supply chains. Supply chain control towers give
companies real-time visibility into their entire network, including their suppliers,
manufacturers, and business partners (Ben-Daya et al., 2020). They let businesses prepare for
all possible outcomes, have some say over what they cannot see, and mitigate interruptions
and risks before they become issues. Without information, control centres can't do their jobs.
These technologies gather a lot of real-time data from every point in the supply chain and
give users a complete, actionable picture of what is happening everywhere (Torky and
Hassanein, 2020). For these data are used to:
 Initiate a contrasting and what-if analysis
 Changes in supply and demand can be modelled
 Collaborate with others along the whole supply chain.
 Exceptions should be handled automatically and flagged.

It's not a new idea to have a control tower to watch how goods move through a supply chain,
but in the past, these towers were linear and separated, so they could only show information
about one part of the process at a time (Vermesan et al. 2022). Often, they could only be put
on computers owned by the company and used only on a single machine. There were
different kinds of control towers to choose from.
 Hubs of administration in the logistics industry
 Watch towers that are real
 Policy and Management of Transport Infrastructure
 Centres for Analytical Command and Control
 Places that keep track of inventory and save space

There were analyses from the control tower but no real solutions. Also, transportation
command centres did not keep track of data unrelated to transportation operations (Birkel and
Hartmann, 2020). Most of the time, only their most reliable business partners are allowed
inside these command centres. But as supply chains get more complicated and move faster,
it's getting harder and harder to coordinate efforts and come up with solutions across siloed,
outdated systems and control towers. With the arrival of cloud-based AI, ML, IoT, and
predictive and prescriptive supply chain analytics, which can store and process vast amounts
of data, this model was broken (Luo et al. 2020). Today's supply chain control rooms give all
operations complete visibility and information about their context.

2.2.2 Challenges of Implementing Big Data and Integrated Supply Chain

2.2.2.1 Independent Decision-Making Process.
A supply chain command centre, and maybe a business, needs people who can make
decisions. An important thing to consider is collecting data, analyzing it, modelling possible
outcomes, and putting the best action to maximize production while minimizing costs
(Leminen et al., 2020). The control tower is the best tool because it can be used without
acting on the data it collects or following a plan that requires humans to be involved. Supply
chain control towers use essential data and information to automatically do the tasks to carry
out the best plan possible (Aamer et al. 2021).

2.2.2.2 Complete visibility.

Every manager and supervisor knows how important it is to see everything in the supply
chain. Three essential parts of a good supply chain strategy are speeding up the flow of
goods, cutting down on mistakes, and making things more straightforward (Hu et al., 2020).

2.2.2.3 Reduced Prices.

It is easy to see how making data available almost in real-time could help everyone in the
supply chain work together better. Most activities based on the natural world cost less money.
With the proper setup, a supply chain control tower can prevent costly delays caused by
things that were not planned for (Ferrag and Shu, 2021).

2.2.2.4 Better and more widespread communication

The supply chain control tower is an administrative hub for the supply chain that makes it
easier for all the people involved to talk to each other and work together (Yadav, Luthra, and
Garg, 2020). All parties have access to a central database of information and data that helps
them learn more about the process and any changes that are likely to happen.
2.2.2.5 Increased Productivity
With the help of data and the ideas of predictive technology, supply chain control towers may
be able to spot outliers in real-time, figure out what is wrong, and offer solutions (Rejeb,
Keogh, and Treiblmaier, 2019). These features help businesses run more smoothly, which
frees up resources that can be used to reach the company's goals. As command centres in the
supply chain learn and use new, more effective ways of doing things, they can spend less
time on research that is not very useful. People think a few vendors "own" the digital supply
chain because they have worked in the field for so long. But because their products are so
limited, few people can use the digital world to its fullest (Rebelo, Pereira, and Queiroz,
2021). Any business that wants to go digital should be familiar with the following parts of the
digital supply chain:

2.2.2.6 Orchestration.
Operational dashboards and proactive alerts can also help manage known or expected
problems. Unfortunately, coordinating action by hand means going from one programme to
the next, which can be inefficient and lead to missed opportunities (Iftekhar et al., 2020).
That is why it's so important to understand the core programmes that govern how your supply
chain is planned and run. The digital supply chain must be able to talk to these apps in real-
time for real-time orchestration. Even though public communications based on Application
Program Interfaces (APIs) will make integration easier, companies that offer both the
orchestration layer and the apps underneath will do a better job. The digital command centre
would be accommodating now (Leminen et al. 2020).

2.2.2.7 Insights and recommendations that are predictive.

For a supply chain to be fully digitalized, it needs to be able to combine big data with
historical data to make predictions and give suggestions (Bouzembrak et al., 2019). Machine
learning allows suppliers to quickly gain an edge over their competitors by letting them run
more advanced simulations and make more accurate predictions and suggestions for
responding in real-time.

2.2.3 Ethics of collecting data from customers and third-party rules

In the early 2000s, the EU passed the General Data Protection Regulation law. Even after all
these years, many companies still don't know what it is. Businesses should be ready for this
to happen (Zhu, Bai, and Sarkis, 2022).
2.2.3.1 Be transparent
Businesses that run membership sites are responsible for being honest with their customers
about the information they collect (Hodapp, Hawlitschek, and Kramer, 2019). A good
strategy is to send an email to everyone on the contact list telling them about the new ways to
collect data.

2.2.3.2 Keep away from third-party data

The third-party data set has the full names and mailing addresses of users and their email
addresses (Li, 2021). Sometimes, we might include cookies, IP addresses, and mobile device
IDs. Also, a lot more information is available. Information that was stolen from a third party
is not the same as the information that was legally obtained. Before getting sensitive
information from users or contacting them in any way, any company worth it's salt will go to
great lengths to get their permission (Zhu, Bai, and Sarkis, 2022).

2.3 Conceptual Framework

Conceptual frameworks are often used in science as graphical representations of connections
to help researchers understand how different parts are likely to be connected. "Research
model" and "abstract mode" mean the same thing. Multiple model variables and how they
might work together give the theory more weight. This paradigm could be used as a base for
further research. Then, some analytical framework or tool could be used.
2.4 Literature Gap
After reading what has been written, we know what makes control towers, integrated supply
chains, and extensive data work. This article will look at the control tower, the integrated
supply chain, and big data from a business and organizational point of view. The research
goal makes it clear that we want to look at problems that have been a problem in logistics
both before and after control towers were put in place. We will also talk about how using big
data in the UK could affect ethics and the law. When we looked at the research, we found that
the authors had a poor understanding of critical issues, like the risks of using big data and
whether SMEs could use it.

2.5 Summary
The article concludes that control towers can increase income, reduce costs, and improve
service quality by analyzing the cases of three firms. The use of big data and integrated
supply chain management are also explored as they pertain to the logistics process. Integrated
supply chain management allows for the optimization and unification of the entire production
process, from the procurement of raw materials to the delivery of finished goods. "Big data"
refers to larger sets than one exabyte.

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