The role of orientation towards sustainability in supply chains: Insights from empirical experiences

• Published in: Benchmarking : an international journal 2022-01, Vol.29 (1), p.305-324
• Main Authors: Silva, Minelle E., Alves, Ana Paula Ferreira, Dias, Patricia, Nascimento, Luis Felipe Machado
• Format: Article
• Language: English
• Subjects: Collaboration; Market positioning; Orientation; Research methodology; Strategic management; Strategy; Supply chain management; Supply chain sustainability; Supply chains; Sustainability; Sustainable practices
• ISSN: 1463-5771; 1758-4094
• DOI: 10.1108/BIJ-07-2017-0184

PurposeThe purpose of this paper is to analyse how a company’s orientation enables sustainable practices in its supply chains. Specifically, it focusses on how the strategic orientation of a company may stimulate new behaviours in supply chains.Design/methodology/approachTwo in-depth qualitative case studies were conducted. Each company’s orientation to sustainable supply chains was studied using cross-case analysis.FindingsThe organisations in this study have a market-driving (i.e. proactive) orientation instead of market-driven (i.e. responsive) behaviour. Using analysis from the process of change for sustainability and explaining some challenges faced by both organisations, findings indicate that a corporate strategy of sustainability modified the companies’ management processes, even for the company that changed its orientation during the time (i.e. sustainability was not the main strategy at first). Practical examples of actions are provided to illustrate the study’s conclusion that a corporate orientation towards sustainability is an enabling factor in developing sustainable supply chain management (SCM).Research limitations/implicationsStrategic management plays an important role in a company’s orientation towards sustainability – internally and throughout its supply chains. Based on the findings, future research should measure the effect of a company’s orientation on sustainable SCM.Practical implicationsThis study contributes to the understanding of companies’ strategic orientations and explores ways to introduce sustainability into supply chains.Originality/valueThe paper examines an underexplored debate regarding to how strategic orientations are related to sustainable SCM, focussing on both market-driving (i.e. proactive) and market-driven (i.e. responsive) orientations.