Carpet manufacturer partners with ABS

Prasanta Dey

21 December 2010

A world-class carpet manufacturing company based in the West Midlands is set to further enhance upon its already glowing success, thanks to a new business model created by experts at Aston Business School.

Brintons Carpets, which is based in Kidderminster, is looking to adopt an innovative model which aims to improve the effectiveness, efficiency and overall performance of a business.

The rare supply chain performance measurement model, which measures performance across supply chain processes and decision levels, is the result of a collaborative project between Aston Business School and the University of Thai Chamber of Commerce. The project is funded by the British Council under PMI2 Connect.

Dr Prasanta Kumar Dey, Reader in the Operations & Information Management Group at Aston Business School, said:

“From our joint research a number of things have emerged that will enable us to design optimum supply chain, manage risk, establish integration across the supply chain stakeholders, and evaluate suppliers performance in any industry. The proposed supply chain performance measurement model not only measures performance of the individual organization but also benchmark performance of the participating organizations and facilitates adopting the best practices. I am particularly grateful to the management team at Brintons Carpets for believing in, and supporting this project, the results of which I believe will benefit all parties involved.”

The Brintons family have been making carpets in Kidderminster since 1783. Michael Brinton is the sixth generation of the family to be involved in the business, which since it began has focused on superior quality.

Brintons Carpets have won contracts with companies all across the globe. Among them are – MGM Grand Casino in Las Vegas, His Majesty’s Theatre in Aberdeen, Oriana and Aurora cruise liners, Hong Kong Airport and more recently, Terminal Three at Indira Gandhi International Airport in New Delhi, India.

Phil Ellis, Group Operations Director at Brintons Carpets, described the model as “extremely valuable to our business.” He added:

“The work carried out by Prasanta and his team has provided interesting and thought-provoking data. Whilst some of the information contained in the study confirms areas for improvement already identified for the business, the recommendations within the interim report help clarify areas of priority focus.”

Mr Ellis explained: “Benchmarking is extremely important for any business and I am keen to understand how areas of performance identified within the report compare with the other businesses included in the study. We have found this study extremely valuable to our business and we look forward to continued collaboration with Aston University.”

Earlier this year, a tailored workshop entitled ‘Issues and Challenges of Managing Supply Chain in Thai Industries’, took place in the Thai capital Bangkok. The workshop was chaired by Martin Dowle, the British Council’s Director of Programmes, Central and South Asia. He spoke on the British Council’s initiatives on developing research collaboration between the UK and Thailand.

Among the key issues and challenges identified concerning the management of supply chains in Thai industries were: political unrest, people’s lack of knowledge of supply chain concepts, (in)effective communication with clients, wrong forecasting, and lack of integration among supply chain partners. In addition, it was also highlighted that (i) the information flow was not smooth enough for efficient supply chain process (ii) organisational relationships were not as aligned as much as they could be, and (iii) there was an absence of a standard supplier performance measurement methods.

The workshop in Bangkok was attended by researchers, industry practitioners and academics. Given the promising outcomes so far, other researchers from the Asian Institute of Technology, Chulalongkorn University and Mahidol University in Thailand have also expressed an interest in future collaborative research in the area of supply chain management. The Aston researchers are pursuing related research in India, China and some European countries. 

Other academics involved in this project are Professor Duncan Shaw, Professor David Bennett, Breno Nunes, Debnath Mandal and Asawin Pasutham from Aston Business School as well as Dr. Nongnapad Kaewploy, Dr Gun Indrakoses and Saovanit Chantanaroj from University of the Thai Chamber of Commerce. 

For all media enquiries, please contact Dhiren Katwa, Press Officer at Aston Business School, on 0121 204 4954 or email