MIDDLE EAST allows it to specialise in more than one area , but a focus for Courtney is highlighting the company ’ s cold chain expertise : “ I believe the level of sophistication that we have in the business when it comes to cold chain is unique and that is hard to replicate ,” he states . “ I understand this is where we must focus , because we ’ re very good at it .”
This sophistication is a given for GSL , as its high levels of technological capability further cements its status as an industry leader . As a technologically-enabled business , GSL has an inherent competitive advantage , but it isn ’ t just about having the best resources .
“ There ’ s a lot of technology that companies implement which aren ’ t used fully ,” Courtney explains . “ One of the things we drive really hard is that if we invest in a piece of technology , it ’ s fully utilised . You hear a lot of stories about businesses spending huge amounts of money on implementing a fancy ERP and then only using 10 or 20 percent of its functionality . We prefer to take small bites and fully utilise each bite , and when we review our technologies , any investment is from the point of view of what value it adds for the customer and for us .” Courtney believes that even if multiple companies all owned the same state-of-the-art equipment , they wouldn ’ t provide the same services , because it is the people and how they interact with customers and equipment that enables a business to differentiate itself .
“ Having this team and the stability of this team is what gives GSL that extra edge ,” he says . “ An old facility might give sublime service , and a new facility might give absolutely rubbish service . It ’ s about how your people operate as a team , and about leadership . If the leadership is clear on what it ’ s trying to achieve , the rest of the company can align itself to that .” www . supplychaindigital . com 139