Supply Chain Principles - Essay Example

Student Name: Tutor: Title: Supply Chain Principles Course: Supply Chain Principles Introduction The authors of this article are Lynn Oxborrow and Clare Brindley. The article is titled “Aligning the sustainable supply chain to green marketing needs: A case study” and it obtained for the Industrial Marketing Management Journal of year 2014, issue 43. The article is found from page 45 to 55. The journal is published by renowned publisher: Elsevier Inc. The research in the article looks at the challenges that organizations face in aligning procurement requirements that are sustainable as well as marketing needs and the attendant shifts found in the supply chain management practices. The authors highlight that external influences are elaborate whereas there is little explanation about the impact of suppliers trying to achieve sustainable procurement requirements and the challenges faced by organizations in trying to align the marketing with the supply chain management that is sustainable. The empirical findings demonstrate the disparity between the perspectives of organizations about sustainability and the actual procurement of sustainable products considering marketing demand. The findings of the research explain further the theoretical discussion concerning sustainable supply chains through provision of empirical evidence gathered from real-life implementation. Summary The authors have focused on the importance of sustainability in markets and distribution channels while defining the gaps that exist about sustainable supply chains in the previous studies. The integration among consumer attitudes, organizational relationships and supply chains is evidenced in both service and product market (Purba, Holt, 2005). Many studies have focused exploring the link between marketing and sustainability. Many of the academic papers have narrowed down on manufacturing and have not made use of primary research. The greening of supply chains for the purpose of attaining corporate missions is not elaborate particularly the challenges encountered in the integration the operational ‘push’ factors and marketing ‘pull’ factors (Melville, 2010). Changing core values of organizations has compelled the development of strategic objectives that show the sustainability goal in the markets. The literature review has in detail explained various findings of studies carried out on the same topic and the progress made. Organization can attain the green agenda at the firm level by adding value as well as using management systems, or by designing new processes or products at the product level without necessarily considering the supply chain (Carter & Rogers, 2008). Further research has shown the growing need for more integration between supply chain functions and marketing generically and Sustainable Supply Chain Management (SSCM) and Green Marketing specifically. Green marketing has been broadly defined as integration of environmental issues with processes of strategic marketing. Green customers have to be satisfied with green products; the marketing mix has to include environmental efficiencies, and attaining competitive advantage through integration of green values as well as benefits through market understanding, management of demand of sustainable products and adopting processes that prioritize environmental issues (Lambert, Cooper & Pagh, 1998). Some of the goals of green marketing are to reverse supply and reduce surplus which is a strategy that needs market intelligence, improved supply chain processes, product development and demand management. The authors point out the gap in the previous work. Previous work on sustainable supply chain management has dwelled on exploratory research and little congruence has been achieved on what are main drivers to developing a sustainable or green supply chain. This limitation can be attributed to the disciplinary nature of the studies. The capacity of the organization management to use its competences is an important aspect for integrating supply chain members, buyer-supplier relationships and the required adaptability for supply that is responsive (Chien, 2014). Responsive supply involves a combination of capabilities and capacities that meet the requirements of the customer. In the research approach applied inductive; seeking to induct frameworks, models and concepts on the descriptive evidence gathered as opposed to normative prescriptions obtained from existing theory. They further use a case study of a catering function of UK University to dissect and explain important points. Case study methodologies offer depth and richness apart from comprehending the dynamics of the present in single settings. Data collected revolved around conceptual framework, that is: value seeking and compliance agendas through sustainability drivers and their influence on the members of the supply chain (Javier & Óscar, 2010). Focus groups were also used in the research on the university campus. The results of the research begin with an elaborate background of the institution in the case study before proceeding to the implementation of supply chain that is sustainable. Market alignment, demand management, supplier capability, and procurement against performance objectives are some of the key areas covered under the results (Bernstein & Cashore, 2012). The discussion elaborates the findings while the conclusion provides the contributions of the study while giving the limitations and its effect of future research. Review and evaluation Lynn Oxborrow and Clare Brindley are scholars from the Nottingham Business School in United Kingdom. Oxborrow is a principal lecturer within Supply Chain Management at Nottingham Trent University. Brindley is a Professor of marketing and entrepreneurship at Nottingham Trent University. The credentials of the authors are indisputably distinguished. The article was received in June 2012, revised and re-submitted in March 203 before being accepted on 21st July, 2013. It was subsequently available online two months later. This is a peer reviewed article written by distinguished scholars from an accredited institution of higher learning. They have the expertise and competence to talk about sustainable supply chain and green marketing needs. Their research has depth and is extensive relying on any reliable literature on the subject. Oxborrow and Brindley (2014) have used their vast knowledge in business and research method to present evidence of the possibility of attaining a sustainable supply chain that encourages green marketing. The authors have used suitable methods of gathering evidence to piece together a strong case about their argument of aligning a sustainable supply chain to green marketing needs (Banerjee, Iyer & Kashyap, 2003). The abstract provides a brief summary of what the article is all about and a glimpse into the methods of gathering evidence as well as the findings gathering in the research. The introduction sets the tone for the article provides a strong argument for the need for further research on sustainable supply chain and green marketing needs that is not merely descriptive and explanatory. The authors have identified the gaps in the existing studies in the literature review section. It is important for researchers or scholars to justify why their work is important and what it seeks to add to the existing studies and findings. Oxborrow and Brindley (2014) justify the use of a case study of a university as very timely owing to the absence of empirical data in the public sector on sustainable procurement. The authors recognize that the previous work on sustainable supply chain management has been basically exploratory and there is disagreement of what are the main drivers to creating a sustainable or a supply chain that is ever green. Customer buying power has to be identified as effective pressure to develop more sustainable although pressure for sustainability majorly comes from government regulations. The state plays an important role in the development of sustainability (Ambec & Lanoie, 2008). The unit of analysis is a catering function in a UK University with more than 24,000 students and is found across three campuses. The catering function mission is to offer high quality and sustainable food for all its diverse customer groups. The researchers further used observation to gather information in the kitchen of the main campus by looking at menu preparations, stocks and directives. They duly recorded their findings using notes and photographs. This ensured that the information is not distorted and the authors report exactly what they observed in the field. The authors further used three focus groups in discussing a current policy and any changes being considered for contractual arrangements and tendering procedures, management of suppliers, provision of food in various catering outlets, differing customer needs, sustainable food concept marketing and design and demand management. Each focus group demonstrated the differing areas. The first focus group comprised of representatives from the university’s procurement and catering teams as well as the environment team of the University. Individuals invited into the focus groups had their job titles broadly in the catering activity like catering staff, marketing, purchasing and strategic management together with customers. The environment team has the responsibility of implementing sustainable campus initiative and seeking continuous improvement (Nicole, Jolley & Handfield, 2008). Template Analysis was used to analyze the focus groups, documentary and interviews evidence. Focus groups are important is collection of qualitative data as well as showing the differing ideas in the procurement process. Focus groups have been used to collect detailed information about a subject and have contributed to the accuracy of the research (Chan, 2011). The focus group took place a period of eight months which is adequate in gathering data about sustainability goals and implementation. The evidence gathered in the research is accurate considering the choice of the case study and the methods used to gather data about sustainable approaches as well as procurement. The University campus population is adequate to present a diverse environment where sustainability of the supply chain in purchasing and procurement can be successfully analyzed. The university has three campuses and a population of over 24,000 students without including the staff members who are also involved in the supply chain implementation. The sample provided a good number that could be used to compare what is happening in the university campus against the business world supply chain analysis. The analysis of the data is elaborate in the discussion section and leads to a strong argument on how a sustainable supply chain management can be achieved. The discussion has been subdivided into parts for easy understanding and the topics provides guidance into understanding the evidence. The authors have drawn a comparison between university examples and supplier while explaining sustainable supply chain management concept. The interpretation of the evidence helps the reader to understand the competences of sustainable chain supply and the roadmap towards green marketing. The article provides important empirical evidence that is much needed in the understanding of sustainable supply chain and efforts made towards green marketing. The findings of this article are current enough to be applied in the present setting about sustainable supply chain management. The article was published in 2013 after being revised. The authors have relied on reputable scholars to discuss the previous studies sustainable supply chain management in the literature review. The authors have used adequate sources to back up claims and argument in their research. The sources used are diverse and provide a range of research on sustainable supply chain. The argument built throughout the article is logical and easy to follow. Conclusion The authors have done a lot to try and justify their arguments. They have successfully demonstrated the gaps that exist in the previous studies and the importance of their current study. The use of focus groups provided in-depth evidence and honest opinions about green marketing, procurement and sustainable supply chain management. The flow of the article is good and it is easy for the reader to follow the literature review through to the gathering and analysis of evidence. Sustainable supply chain has an important influence on business practices. It is not easy to predict the supply chain models or the nature of business that can emerge. This research article will go a long way in helping students and lecturers understand the importance of sustainable competences in supply chain management in organizations. The authors acknowledge that the number of suppliers used in the research is small and revolves around supply chain without exploring deeper upstream supply and processes. There is need for further research upstream in the supply chain and considering the perspectives of the buyer as well as the supplier. Despite its contribution to the sustainable supply chain management, there is need for further research outside the setting of a university campus to provide further evidence of green marketing efforts and successes. This research article is important in forming a basis for further research in future about sustainable supply chain management. References Ambec, S., & Lanoie, P. 2008, Does It Pay to Be Green? A Systematic Overview, Academy of Management Perspectives, 22(4), 45–62. Banerjee, S. B., Iyer, E. S., & Kashyap, R. K. (2003). Corporate Environmentalism: Antecedents and Influence of Industry Type. Journal of Marketing, 67(2), 106–122. Bernstein, S. & Cashore, B., 2012, Complex global governance and domestic policies: four pathways of influence, International Affairs, 88, 585–604. Carter C. R., & Rogers, D.S. 2008, A framework of sustainable supply chain management: moving toward new theory, International Journal of Physical Distribution & Logistics Management, 38 (5), 360 - 387 Chan, H. K. 2011, Supply Chain Systems – Recent Trend in Research and Applications, IEEE Systems Journal, 5(1), 2–5. Chien, M.K. 2014, Influences of green supply chain management practices on organizational sustainable performance, International Journal of Environmental Monitoring and Protection, 1(1): 12-23 Javier, G.B. & Óscar, G.B., 2010, A study of determinant factors of stakeholder environmental pressure perceived by industrial companies, Business Strategy and the Environment, 19(3), 164-181. Lambert, D.M., Cooper, M. C. & Pagh, J.D. 1998, Supply Chain Management: Implementation Issues and Research Opportunities, The International Journal of Logistics Management, 9 (2): 1 - 20 Melville, N. P. 2010, Information Systems Innovation for Environmental Sustainability, MIS Quarterly, 34(1), 1–21. Nicole D.G., Jolley, J. & Handfield R. 2008, Environmental management systems and green supply chain management: complements for sustainability? Business Strategy and the Environment 17 (1): 30-45. Purba, R., Holt, D. 2005, Do green supply chains lead to competitiveness and economic performance? International Journal of Operations & Production Management, 25, (9): 898 – 916. Read More