Building Sustainability into the Value Co-creation in Supply Chains

TitleBuilding Sustainability into the Value Co-creation in Supply Chains
Publication TypeConference Paper
Year of Publication2015
AuthorsSoosay, C
EditorKersten, W, Blecker, T, Ringle, CM
Title of ProceedingsSustainability in Logistics and Supply Chain Management
Date Published08/2015
Conference LocationHamburg
ISBN Number978-3-7375-6206-5
Other NumbersISSN (print) 2365-4430, ISSN (online) 2365-5070
KeywordsCase Study, Resources and Capabilities, Sustainable Supply Chains, Value Co-creation

This study investigates the sustainability initiatives implemented by various firms in
a food supply chain in relation to the value creation activities. As there is increasing
interest on how organizations, particularly focal firms, instill or drive sustainable efforts
among partner firms in the supply chain, we aim to derive a deeper understanding
of how both sustainability strategies and value propositions are inter-related. A
qualitative, exploratory case study is employed to address various operations and
initiatives evident among firms in a single supply chain in Australia to gain deeper
insights into their activities and management approach; and also to understand the
context and motivations for sustainability implementation. Our findings depict that
sustainability provides both tangible and intangible benefits alongside with enhanced
operations. While the rewards are deemed as marginal upstream, it is the
downstream players that reap most of these benefits and enhanced reputation. It is
well known that focal firms drive sustainable practices in their supply chains for strategic
reasons and to enhance value. However the collaborative co-creation of value
along the chain requires a focus on achieving both firm and stakeholder value propositions
as well as optimal outcomes for all.