There are few logistics and supply chain analysts as well placed to diagnose the health of US integrator UPS as Cathy Morrow Roberson. She spent nearly 11 years working at its HQ in Atlanta, as she openly admits in the opening lines of this blog on UPS’s recent strategic transformation presentation. Her key takeaway – the strategy may be transformational for UPS, but is it really transformational in terms of its place in the market? “Back when I started in 2000, UPS marketed itself as a technology company, but to be honest, in my opinion, it really wasn’t and had fallen behind some competitors. Today, it’s a different story – not quite a technology company but one that is looking to utilise technology to create new and hopefully profitable solutions.”

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