Aligning the sustainable supply chain to green marketing needs: a case study

Hdl Handle:
http://hdl.handle.net/10545/621333
Title:
Aligning the sustainable supply chain to green marketing needs: a case study
Authors:
Brindley, Clare; Oxborrow, Lynn
Abstract:
The research explores the challenges facing organisations in aligning sustainable procurement requirements and marketing needs and the attendant shifts in supply chain management practices. Whilst external influences are readily understood (e.g. regulation and customer demand), less is understood about the implications for suppliers trying to meet sustainable procurement requirements and the organisational challenges of aligning marketing with sustainable supply chain management. An exploratory case study of a UK University catering department has been undertaken, to explore the strategies, processes and relationships associated with synthesising sustainable supply chain and green marketing needs. The empirical findings illustrate the divergence between organisational perspectives on sustainability and procuring sustainable products with marketing demands. Thus, the findings extend the theoretical discussion on sustainable supply chains by providing empirical data based on real-life implementation and from this an emergent aligned supply chain model is proposed, which confirms two drivers for alignment, lean and resource efficient and local and seasonal contingent on market demand. The findings emphasise the benefits of a reverse information flow, the importance of intermediaries, and relationships in its fulfilment, while indicating the resurgence of a supply push of sustainable products into core markets. Future research directions are also posited.
Affiliation:
Nottingham Trent University
Citation:
BRINDLEY, C. and OXBORROW, L., (2014) Aligning the sustainable supply chain to green marketing needs: a case study., Industrial Marketing Management. Industrial Marketing Management, 43 (1), pp. 45-55.
Publisher:
Elsevier
Journal:
Industrial Marketing Management
Issue Date:
11-Sep-2013
URI:
http://hdl.handle.net/10545/621333; http://hdl.handle.net/10545/621333
DOI:
10.1016/j.indmarman.2013.08.003
Additional Links:
http://dx.doi.org/10.1016/j.indmarman.2013.08.003
Type:
Article
Language:
en
ISSN:
198501
Appears in Collections:
Research, Innovation and Academic Enterprise

Full metadata record

DC FieldValue Language
dc.contributor.authorBrindley, Clareen
dc.contributor.authorOxborrow, Lynnen
dc.date.accessioned2017-01-31T16:56:45Z-
dc.date.available2017-01-31T16:56:45Z-
dc.date.issued2013-09-11-
dc.identifier.citationBRINDLEY, C. and OXBORROW, L., (2014) Aligning the sustainable supply chain to green marketing needs: a case study., Industrial Marketing Management. Industrial Marketing Management, 43 (1), pp. 45-55.en
dc.identifier.issn198501-
dc.identifier.doi10.1016/j.indmarman.2013.08.003-
dc.identifier.urihttp://hdl.handle.net/10545/621333-
dc.identifier.urihttp://hdl.handle.net/10545/621333-
dc.description.abstractThe research explores the challenges facing organisations in aligning sustainable procurement requirements and marketing needs and the attendant shifts in supply chain management practices. Whilst external influences are readily understood (e.g. regulation and customer demand), less is understood about the implications for suppliers trying to meet sustainable procurement requirements and the organisational challenges of aligning marketing with sustainable supply chain management. An exploratory case study of a UK University catering department has been undertaken, to explore the strategies, processes and relationships associated with synthesising sustainable supply chain and green marketing needs. The empirical findings illustrate the divergence between organisational perspectives on sustainability and procuring sustainable products with marketing demands. Thus, the findings extend the theoretical discussion on sustainable supply chains by providing empirical data based on real-life implementation and from this an emergent aligned supply chain model is proposed, which confirms two drivers for alignment, lean and resource efficient and local and seasonal contingent on market demand. The findings emphasise the benefits of a reverse information flow, the importance of intermediaries, and relationships in its fulfilment, while indicating the resurgence of a supply push of sustainable products into core markets. Future research directions are also posited.en
dc.language.isoenen
dc.publisherElsevieren
dc.relation.urlhttp://dx.doi.org/10.1016/j.indmarman.2013.08.003en
dc.subjectSupply chainen
dc.subjectMarketingen
dc.subjectSustainabilityen
dc.subjectUniversityen
dc.subjectProcurementen
dc.titleAligning the sustainable supply chain to green marketing needs: a case studyen
dc.typeArticleen
dc.contributor.departmentNottingham Trent Universityen
dc.identifier.journalIndustrial Marketing Managementen
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