J.M. Vleugel
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32 records found
1
Data-Driven Decision Support for SKU Rationalisation in FMCG Portfolio Management
A case study at Unilever
The literature on SKU rationalisation is extensive, yet it consistently presupposes that the data required to evaluate a delisting candidate is available in analysable form. This paper reports a design science case study in the European personal care division of a large multinational FMCG manufacturer, where that assumption does not hold. The division already received periodic, criteria-based delisting recommendations from a central analytics team, but could not readily act on them: the recommendations contain only a code and its financial figures, and the evidence needed to interpret them was dispersed across more than ten independently maintained brand files and successive, unconnected snapshots of the commercial reporting system.
A decision-support framework was designed, built, and evaluated in response. Two automated pipelines consolidate the fragmented sources, one of which recovers a multi-period view by stacking snapshots that individually contain none, and four dashboards present the resulting evidence for portfolio exploration and for the evaluation of individual candidates. Applied to three recommended products, the framework confirmed two for delisting and surfaced the strategic grounds on which a third, financially indistinguishable, was retained.
The confirmed delistings raise the gross margin of the brands concerned by and percentage points and remove stock-keeping units across country-market combinations, at a cost of € million turnover. The artefacts are in use within the division. The central finding is that the binding constraint on data-driven rationalisation was not the sophistication of the analysis, which already existed, but the accessibility of the evidence required to act on it. ...
The literature on SKU rationalisation is extensive, yet it consistently presupposes that the data required to evaluate a delisting candidate is available in analysable form. This paper reports a design science case study in the European personal care division of a large multinational FMCG manufacturer, where that assumption does not hold. The division already received periodic, criteria-based delisting recommendations from a central analytics team, but could not readily act on them: the recommendations contain only a code and its financial figures, and the evidence needed to interpret them was dispersed across more than ten independently maintained brand files and successive, unconnected snapshots of the commercial reporting system.
A decision-support framework was designed, built, and evaluated in response. Two automated pipelines consolidate the fragmented sources, one of which recovers a multi-period view by stacking snapshots that individually contain none, and four dashboards present the resulting evidence for portfolio exploration and for the evaluation of individual candidates. Applied to three recommended products, the framework confirmed two for delisting and surfaced the strategic grounds on which a third, financially indistinguishable, was retained.
The confirmed delistings raise the gross margin of the brands concerned by and percentage points and remove stock-keeping units across country-market combinations, at a cost of € million turnover. The artefacts are in use within the division. The central finding is that the binding constraint on data-driven rationalisation was not the sophistication of the analysis, which already existed, but the accessibility of the evidence required to act on it.
Incorporating user behaviour into the design of waste collection and return systems
A stated choice experiment exploring how out-of-home locations influence return decisions in the Dutch deposit return system
...
From Potential to Purchase: Investment Attractiveness of Hydrogen Trucks
An operator-centred study in heavy-duty road freight
Sustainable Aviation Fuel Adoption in the Transition to Net-Zero Aviation
A Case Study of Stakeholder Coordination and Governance at KLM Cityhopper
Supporting Sustainability Investment Decisions
Bridging ESG Frameworks and Capital Allocation in Superyacht Shipyards
...
Exploring the Feasibility of offering a GDP-Compliant Medicine E-Commerce Fulfilment Service
A Case Study at PostNL Fulfilment
The results show that pharmaceutical logistics in the Netherlands are regulated by a pharmacy-focused licensing system based on roles and locations, in which pharmacists remain responsible for dispensing medicines and ensuring patient safety. Non-pharmaceutical participation is therefore only possible through carefully regulated hybrid arrangements that ensure compliance with GDP, verifiable separation of responsibilities and robust contractual oversight. While none of the examined scenarios are explicitly on legal basis, the feasibility decreases as the executing party's role becomes more similar to that of a full logistics back office, comparable to the operational structure typically observed in conventional non-pharmaceutical fulfilment services. This is due to interpretative grey areas at the interface between dispensing and logistics, as well as the centralisation of multiple pharmacies and the associated distribution of roles and medication flows. Market feasibility is greatest in predictable segments with large volumes (e.g. repeat prescriptions), although it remains structurally constrained by the highly regulated nature of the pharmaceutical supply chain, which is characterised by a limited number of dominant actors who largely shape market access and operational conditions. In general, scalable implementation requires step-by-step expansion and clarification of regulations/legislation and governance designs that can be monitored and audited.
...
The results show that pharmaceutical logistics in the Netherlands are regulated by a pharmacy-focused licensing system based on roles and locations, in which pharmacists remain responsible for dispensing medicines and ensuring patient safety. Non-pharmaceutical participation is therefore only possible through carefully regulated hybrid arrangements that ensure compliance with GDP, verifiable separation of responsibilities and robust contractual oversight. While none of the examined scenarios are explicitly on legal basis, the feasibility decreases as the executing party's role becomes more similar to that of a full logistics back office, comparable to the operational structure typically observed in conventional non-pharmaceutical fulfilment services. This is due to interpretative grey areas at the interface between dispensing and logistics, as well as the centralisation of multiple pharmacies and the associated distribution of roles and medication flows. Market feasibility is greatest in predictable segments with large volumes (e.g. repeat prescriptions), although it remains structurally constrained by the highly regulated nature of the pharmaceutical supply chain, which is characterised by a limited number of dominant actors who largely shape market access and operational conditions. In general, scalable implementation requires step-by-step expansion and clarification of regulations/legislation and governance designs that can be monitored and audited.
Navigating trade-offs in green fleet renewal
A multi-criteria decision support framework for strategic fleet management
To address this challenge, a hybrid decision-support framework was developed, combining multi -objective optimisation with multi-criteria decision analysis. The optimisation model produced Pareto optimal strategies, using the ε-constraint method, that balance lifecycle CO2 emissions, total cost of ownership, and local air pollution. Multi-criteria decision analysis, using TOPSIS, enabled inclusion of stakeholder preferences in the classification of different transition schedules under varying assumptions about fuel types, material choice, and production location. Scenario analyses were performed to assess the robustness of the combined framework against various economic outlooks and environmental choices, such as fuel type, hull material, and production location.
The results show that lifecycle emissions are largely shaped by design decisions such as material and energy source, whereas local pollutants are very sensitive to the replacement schedule. The total cost of ownership shows limited sensitivity to scheduling (1–2% variation), while battery production and dismantling emerge as the dominant drivers of greenhouse gas emissions and financial impact. The inclusion of CO2 emission depreciation significantly altered the schedules of optimal results, raising ethical and policy considerations. Certain vessel classes demonstrated robust scheduling behaviour, in various strategic choices and economic scenarios, identifying them as low regret alternatives. Other classes were more sensitive to changes in the strategic choices or stakeholder preferences.
The framework successfully supported trade-off navigation, revealing how rankings changed under varying stakeholder preferences and scenario assumptions. However, several simplifications remain. The decoupled class structure limited the ability to model shared infrastructure and battery packs. The cost structures did not reflect strategic procurement differences, and the lifecycle assessment focused solely on CO2-equivalent emissions, excluding other impact categories such as toxicity or resource depletion. These limitations suggest that future extensions should integrate infrastructure co-optimisation, procurement variation, and broader environmental metrics to fully capture the system-level implications
of fleet renewal.
This research contributes a replicable, stakeholder-aligned methodology for sustainable fleet transition planning. It provides the Port of Rotterdam with a transparent and data-driven tool to align its environmental commitments with long-term operational and financial viability, providing critical insights for fleet operators pursuing low-emission transitions. ...
To address this challenge, a hybrid decision-support framework was developed, combining multi -objective optimisation with multi-criteria decision analysis. The optimisation model produced Pareto optimal strategies, using the ε-constraint method, that balance lifecycle CO2 emissions, total cost of ownership, and local air pollution. Multi-criteria decision analysis, using TOPSIS, enabled inclusion of stakeholder preferences in the classification of different transition schedules under varying assumptions about fuel types, material choice, and production location. Scenario analyses were performed to assess the robustness of the combined framework against various economic outlooks and environmental choices, such as fuel type, hull material, and production location.
The results show that lifecycle emissions are largely shaped by design decisions such as material and energy source, whereas local pollutants are very sensitive to the replacement schedule. The total cost of ownership shows limited sensitivity to scheduling (1–2% variation), while battery production and dismantling emerge as the dominant drivers of greenhouse gas emissions and financial impact. The inclusion of CO2 emission depreciation significantly altered the schedules of optimal results, raising ethical and policy considerations. Certain vessel classes demonstrated robust scheduling behaviour, in various strategic choices and economic scenarios, identifying them as low regret alternatives. Other classes were more sensitive to changes in the strategic choices or stakeholder preferences.
The framework successfully supported trade-off navigation, revealing how rankings changed under varying stakeholder preferences and scenario assumptions. However, several simplifications remain. The decoupled class structure limited the ability to model shared infrastructure and battery packs. The cost structures did not reflect strategic procurement differences, and the lifecycle assessment focused solely on CO2-equivalent emissions, excluding other impact categories such as toxicity or resource depletion. These limitations suggest that future extensions should integrate infrastructure co-optimisation, procurement variation, and broader environmental metrics to fully capture the system-level implications
of fleet renewal.
This research contributes a replicable, stakeholder-aligned methodology for sustainable fleet transition planning. It provides the Port of Rotterdam with a transparent and data-driven tool to align its environmental commitments with long-term operational and financial viability, providing critical insights for fleet operators pursuing low-emission transitions.
Hybrid Distribution Strategies for Improved Supply Chain Efficiency
A Case Study at Procter & Gamble
Forecasting Aircraft Stand Snow Removal Capacity
A Case Study at Amsterdam Airport Schiphol
Waste Collection Decision-Making Using Multi-Actor Multi-Criteria Analysis (MAMCA)
A Case Study in The Hague Neighborhoods: Dreven, Gaarden, and Zichten
The System of Circular Material Hubs in the Netherlands
An exploratory research on practices performed within the system of circular material hubs in the Netherlands: its challenges, opportunities, potential future developments and the connection to architects
Methodology: An exploratory, qualitative research approach was chosen. Fourteen semi-structured interviews were conducted with representatives from circular material hubs, architects, as well as experts in the fields of circular economy, circular construction industry and construction logistics. Practitioner interviews aimed at identifying practices performed within the system of circular material hubs, and detecting challenges, opportunities and potential future developments as perceived by practitioners in the field. Expert interviews were conducted to validate the information gathered through literature review and practitioner interviews.
Findings: The research found four practice bundles which are important for the system of circular material hubs. These practice bundles are acquisition practice, processing practices, sales practices, and material harvesting practices. Within these practice bundles, different practices and performances of these practices were identified. The practices influence each other. Which building components are acquired influences which processing practices need to be performed. The type of building component also influences the sales practice as different building components target different groups of clients and are sold through different communication channels. It is also crucial whether the building components are sold offline or online. The online marketplace of Insert was found to be particularly helpful, as it is specifically designed for the construction industry and used by circular material hubs as well as architects. This shows the influence of the choice of communication channel on a circular design practice and scouting practices. By providing as much information as possible about the secondary building component at hand, circular material hubs also facilitate a circular design practice. Additionally, challenges, opportunities, and potential future developments of the system of circular material hubs were identified. Challenges the system faces are related to uncertainty and irregular assortment, guidelines, costs, and the provision of guarantees, while opportunities are governmental decisions, the provision of information and the use of shared online marketplaces. Missing collaborations are both a challenge and an opportunity. Future developments are primarily related to changes in the provision of secondary building components.
Research limitations: The limitations of this study are that social practice theory was not applied to the entire research as it is not suitable for the assessment of challenges, opportunities, and potential future developments. A greater variety of circular material hubs, not in number but in their field of activity, could present a different view on the system. Semi-structured interviews also always have certain limitations. Identifying the practices while they are being performed could also have led to more in-depth results.
Originality/value: By providing a comprehensive view on the system of circular material hubs in the Netherlands, this research helps to understand the dynamics within the system and allows the identification of potential interventions based on the practices that constitute the system. ...
Methodology: An exploratory, qualitative research approach was chosen. Fourteen semi-structured interviews were conducted with representatives from circular material hubs, architects, as well as experts in the fields of circular economy, circular construction industry and construction logistics. Practitioner interviews aimed at identifying practices performed within the system of circular material hubs, and detecting challenges, opportunities and potential future developments as perceived by practitioners in the field. Expert interviews were conducted to validate the information gathered through literature review and practitioner interviews.
Findings: The research found four practice bundles which are important for the system of circular material hubs. These practice bundles are acquisition practice, processing practices, sales practices, and material harvesting practices. Within these practice bundles, different practices and performances of these practices were identified. The practices influence each other. Which building components are acquired influences which processing practices need to be performed. The type of building component also influences the sales practice as different building components target different groups of clients and are sold through different communication channels. It is also crucial whether the building components are sold offline or online. The online marketplace of Insert was found to be particularly helpful, as it is specifically designed for the construction industry and used by circular material hubs as well as architects. This shows the influence of the choice of communication channel on a circular design practice and scouting practices. By providing as much information as possible about the secondary building component at hand, circular material hubs also facilitate a circular design practice. Additionally, challenges, opportunities, and potential future developments of the system of circular material hubs were identified. Challenges the system faces are related to uncertainty and irregular assortment, guidelines, costs, and the provision of guarantees, while opportunities are governmental decisions, the provision of information and the use of shared online marketplaces. Missing collaborations are both a challenge and an opportunity. Future developments are primarily related to changes in the provision of secondary building components.
Research limitations: The limitations of this study are that social practice theory was not applied to the entire research as it is not suitable for the assessment of challenges, opportunities, and potential future developments. A greater variety of circular material hubs, not in number but in their field of activity, could present a different view on the system. Semi-structured interviews also always have certain limitations. Identifying the practices while they are being performed could also have led to more in-depth results.
Originality/value: By providing a comprehensive view on the system of circular material hubs in the Netherlands, this research helps to understand the dynamics within the system and allows the identification of potential interventions based on the practices that constitute the system.
Designing a bottom-up Remanufacturing Process Control and Maturity Model for Airline MRO
A case study at KLM E&M
Managing Car Traffic by (Smart) Mobility Hubs
Towards effective policy making
The Design of a ’Water Droplet’-Based UFP Mitigation System at Airports
A Case Study at Amsterdam Airport Schiphol