By Gordon Hull
I know there’s a lot of ways to develop that thesis! Let me focus on one: the fetishization of “efficiency,” and its corollary, just-in-time supply chains. In a recent piece in The Atlantic, Helen Lewis argues that a lot of the disruption in consumer goods (toilet paper, etc.) is initially attributable not to hoarding, but tiny, unanticipated fluctuations in demand. Stores don’t carry extra product in the back any more; rather, they keep their shelves stocked by way of a very elaborate, data-intensive logistical operation that delivers enough product to keep items on the shelf, but no more. Hence the name “just-in-time” capitalism. Why would you prefer such a system? Excess stock is inefficient: it just sits there taking up space when it could be sold elsewhere, and you had to pay people to make it, even though you’re not getting paid for selling the product that’s sitting in the back of the store.
The innovations to supply-chain that enable just-in-time capitalism go well beyond the idea that stores should keep minimal stock, however. If neoliberal financialization has taken a lot of the theoretical attention since 2008, it’s important to remember that financialization hasn’t been the only point of late capitalism. For example, a pair of McKinsey reports in the early 2000s looked back on productivity growth in the late 1990s, widely attributed at the time to developments in IT. As one argues, IT was not the cause: within the sectors that grew, “the most important cause of the productivity acceleration after 1995 was fundamental changes in the way companies deliver products and services.” In “The Wal-Mart Effect,” McKinsey’s Bradford Johnson argues that:
“More than half of the productivity acceleration in the retailing of general merchandise can be explained by only two syllables: Wal-Mart. In 1987, Wal-Mart had a market share of just 9 percent but was 40 percent more productive than its competitors as measured by real sales per employee (the measure used for all company-level analyses in this study). A variety of Wal-Mart innovations, both large and small, are now industry standards. Wal-Mart created the large-scale, or “big-box,” format; “everyday low prices”; electronic data interchange (EDI) with suppliers; and the strategy of expanding around central distribution centers. These innovations allowed the company to pass its savings on to customers. By 1995, it commanded a market share of 27 percent and had widened its productivity edge to 48 percent” (McKinsey Quarterly 2002:1, p. 41).
In other words, our current retail scene – the one existing before Amazon – is attributable to Wal-Mart. The efficacy of this logistical innovation was evident in the immediate aftermath of Hurricane Katrina, in which Wal-Mart was able to deploy trucks of aid to the New Orleans area much faster the George W. Bush’s mismanaged FEMA. Amazon, in a sense, represents the intensification of this trend: maintaining brick-and-mortar stores is inefficient, if the logistical operation can be made sufficiently nimble and efficient.
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