Alignment of green supply chain strategies and operations from a product perspective

Abstract

PurposeThis study aims to explore how green supply chain management (GSCM) strategies can be effectively implemented for business supply chain operations, relationship management and product design to gain green competitive advantages.Design/methodology/approachAn exploratory in-depth case study was conducted with one of the largest Chinese electronics manufacturers that is considered a leading GSCM adopter in the industry, to understand how the company adopts green supply chain practices across its multiple product lines.FindingsThe findings show that businesses can build different green focuses across GSCM elements of green operation, green relationship management and green product design to form diverse hybrid strategic solutions. They include green control, lean, leagile, agile and clean innovation while taking consideration of supply chain type and product lifespan. A taxonomy of four key GSCM strategic combinations is proposed based on the findings. The strategies align with green demand and supply chain characteristics balancing a series of business competitive objectives in terms of reducing pollution and waste, improving green cost efficiency, enhancing green demand innovation and building green service effectiveness.Research limitations/implicationsThis study lends insight into the strategic alignment relationships between product supply chain types and approaches to GSCM.Practical implicationsThe findings of this study can support industry practitioners in formulating aligned GSCM strategies based on product types to achieve optimal results.Social implicationsOptimised green supply chain design, operations and relationship management incorporating product attributes can help further minimise negative impacts of business activities on the environment.Originality/valueThis research provides a systematic understanding of how product supply chain types can influence GSCM strategy formulation. It gives a holistic picture of how hybrid choices of strategies with green supply chain operations, relationship management and product design can be formulated based on product and supply chain characteristics.