What should you be talking about? The communication pathway to sustainable supply chain contagion
International Journal of Physical Distribution & Logistics Management
ISSN: 0960-0035
Article publication date: 5 May 2021
Issue publication date: 12 July 2021
Abstract
Purpose
The purpose of this paper is to understand communication pathways and factors that cause sustainability initiatives to become contagious from downstream to upstream members of a supply chain, which is termed sustainable supply chain contagion (SSCC).
Design/methodology/approach
This study takes an inductive, grounded theory approach, while utilizing established theories.
Findings
The decision to implement a sustainability initiative depends on the business case for the organization. Importantly, the findings outline several network and communication factors that overcome the weak business case and, therefore, foster SSCC. Based on these findings, a communication network model of SSCC is outlined. Network factors include the contagion pathways, the role of sustainability and top management teams and communication channels. Communication factors include the alignment of sustainability initiatives with departmental objectives, the articulation of goals and assuring the endurance of a sustainability initiative.
Practical implications
Managers can utilize the proposed model to create conditions that strengthen the business case of a proposed sustainability initiative, thus fostering SSCC. The presented findings reveal different tactics that can assist organizations in communicating sustainability initiatives in a persuasive manner, to permit the proliferation of sustainability across the supply chain.
Originality/value
This research enables a multilevel examination of the factors influencing SSCC.
Keywords
Acknowledgements
The authors are grateful to the EIC, AE and three anonymous reviewers for the constructive review process.
Citation
Mir, S., Fugate, B.S., Johnson, J.L. and Blessley, M. (2021), "What should you be talking about? The communication pathway to sustainable supply chain contagion", International Journal of Physical Distribution & Logistics Management, Vol. 51 No. 7, pp. 711-737. https://doi.org/10.1108/IJPDLM-12-2019-0364
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited