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Contemporary literature reveals that, to date, the poultry livestock sector has not received sufficient research attention. This particular industry suffers from unstructured supply chain practices, lack of awareness of the implications of the sustainability concept and failure to recycle poultry wastes. The current research thus attempts to develop an integrated supply chain model in the context of poultry industry in Bangladesh. The study considers both sustainability and supply chain issues in order to incorporate them in the poultry supply chain. By placing the forward and reverse supply chains in a single framework, existing problems can be resolved to gain economic, social and environmental benefits, which will be more sustainable than the present practices.

The theoretical underpinning of this research is ‘sustainability’ and the ‘supply chain processes’ in order to examine possible improvements in the poultry production process along with waste management. The research adopts the positivist paradigm and ‘design science’ methods with the support of system dynamics (SD) and the case study methods. Initially, a mental model is developed followed by the causal loop diagram based on in-depth interviews, focus group discussions and observation techniques. The causal model helps to understand the linkages between the associated variables for each issue. Finally, the causal loop diagram is transformed into a stock and flow (quantitative) model, which is a prerequisite for SD-based simulation modelling. A decision support system (DSS) is then developed to analyse the complex decision-making process along the supply chains.

The findings reveal that integration of the supply chain can bring economic, social and environmental sustainability along with a structured production process. It is also observed that the poultry industry can apply the model outcomes in the real-life practices with minor adjustments. This present research has both theoretical and practical implications. The proposed model’s unique characteristics in mitigating the existing problems are supported by the sustainability and supply chain theories. As for practical implications, the poultry industry in Bangladesh can follow the proposed supply chain structure (as par the research model) and test various policies via simulation prior to its application. Positive outcomes of the simulation study may provide enough confidence to implement the desired changes within the industry and their supply chain networks.

Poultry production supply chains produce substantial wastes that are transformable into favorable environmental outcomes and profitable products. While overwhelming evidence supports this conclusion, scant literature is available on how such transformations are doable. Using systems dynamics, this study addresses this research gap in a national (Bangladesh) context. This study aims to contribute an integrated model for poultry supply chains that incorporate reverse flows of wastes using system dynamics (SD) engineering with empirical simulations.

This study applies SD and simulations of alternative supply chains with versus without reverse loops that transform wastes into viable products in poultry production and downstream marketing operations. This research reports on an in-depth case study of systems thinking and use of the Massachusetts Institute of Technology systems dynamics software. Data for the study are longitudinal and come from written operation records and extensive, repeated, one-on-one Interview from a large poultry plant operation in Bangladesh.

This study finds that several current poultry waste production problems are solvable through an integrated approach that generates viable new marketable products with substantial profitable opportunities that also contributes to reductions in industrial pollution. This study confirms that forward, backward and reverse supply chains need to be under one umbrella system to achieve economic, social and environmental benefits.

This study’s SD model and outputs need additional applications in poultry supply chains in multiple countries. Applying the firm-level model that this study provides is a necessary but insufficient step toward empirical confirmation through replicating.

The purpose of this paper is to review the literature and to develop a sustainable model for the poultry industry in an attempt to mitigate existing socio-economic problems. Sustainability along with positive socio-economic changes has gained prominence in recent years in academia and business in Bangladesh. This paper aimed at helping the poultry industry is used to develop a sustainable production process to mitigate socio-economical problems. Bangladesh poultry has yet to achieve sustainability in her extended forward and reverse supply chain. The design science method under a quantitative paradigm has been used in this study to develop a sustainable supply chain model for the case industry. A simulation model has been developed using the SIMUL8 software package to model the real poultry case. Finally, key performance indicators (KPIs) will be briefly discussed to illustrate the positive effects of developing a sustainable production process model.

This study covers a literature review on environmental sustainability, reverse supply chain and Bangladesh poultry industry. This study adopted positivist ontology, empirical epistemology and quantitative methodology based on case studies of poultry industry. The design science methodology and case study method was chosen for this study. Design science is concerned with “devising artefacts to attain goals” (Simon, 1969). Design science is based on “build and evaluate” an artefact of a model (March and Smith, 1995). Here, an artefact means design and develop soft or hard objects that can meet specific purposes and goals (Venable, 2006a, 2006b). Case studies are observed descriptions of particular instance of an occurrence (Yin, 1994). Both primary and secondary information were used in this study.

The findings of this study were mainly focused on developing a sustainable poultry model along with Islamic consensus. There is plethora research work conducted by the previous researcher. Such study will fill the research gap that also can guide to eliminate socio-economic problems of the society. Model output can easily determine the immediate impact over society, stakeholders and entrepreneurs. Optimality can be observed in the model environment so that real-life experiment does not require which is also expensive and time consuming.

The study only includes a sustainable poultry model with showing overall impact to mitigate the socio-economic problems in Bangladesh. This research can be extended more elaborately than this. Future research could be expanded based on different aspect of supply chain, Islamic finances and socio-economic problems.

Poultry waste management could gain more social, economic and environmental benefit through implementing the model practically within the existing farm.

This paper provides a guidelines to create more employments and social benefits through sustainable poultry supply chain. Moreover, proper waste management can make it more worthy for the society.

This paper has maintained originality to mitigate socio-economic challenge in Bangladesh through sustainable poultry supply chain.

The purpose of this paper is to analyse the current status of the poultry meat supply chain.

The research included a literature review and evaluation of financial performance data to determine the market conditions that have impacted on both individual organisations and supply chains.

The financial data has demonstrated, for the transnational corporations (TNC) studied, a significant reduction in financial performance over the last 12 months. This is due in part to the influence of avian influenza, but also to the over supply of poultry meat and increased production costs. The ongoing management of risk within this context needs to not only address traditional risk factors, but also in publicly traded organisations address the effective management of investment risk to ensure continued shareholder confidence and organisational viability.

This research is of academic value and of value to those working in the food supply chain.

The purpose of this paper is to analyse how a pre‐requisite programme and key performance indicators can be developed within an information management system in order to manage food safety, animal welfare and business performance criteria effectively in the poultry meat supply chain and seek to deliver continuous improvement.

Desk research was carried out in order to develop the research model. Competitive benchmarking with a group of broiler growers was used to determine the most appropriate performance indicators that could differentiate both operational and financial performance.

Supply chain benchmarking is more than a comparative analysis of cost structure, indeed it can be argued that if not effectively implemented, benchmarking techniques can focus too much on historic data rather than identifying and implementing current best practice, knowledge transfer and being able to initiate change within the business cycle. Effective livestock benchmarking requires a detailed understanding of the processes undertaken in order to determine the ideas and information that needs to be shared both vertically and horizontally in the chain which in turn will deliver compliance with stakeholder requirements and drive continuous improvement.

The limitations of the research have been discussed in the paper.

This research is of value to those working in the poultry meat supply chain.

Increasing globalisation of the poultry‐meat supply chain has led to consolidation and evolution of transnational companies, whether by vertical or horizontal integration, and the development of business clusters. There are significant benefits in these economies of scale, especially improved purchasing power and greater intellectual, technological and production resources for organizations to draw upon to provide products that meet differentiated customer needs. The consumer has seen the benefit of globalisation in lower commodity food prices, wider product choice and the advent of “convenience” food. Seeks to review the key factors that have led to the globalisation of the poultry supply chain and the impact of these changes. The poultry supply chain was chosen because it is highly integrated and the research includes a literature review and an evaluation to determine how it specifically relates to the poultry supply chain. Identifies the factors that affect current and future developments in food globalisation, including: relative strength of currencies; speed of technology transfer to developing countries; tax and regulatory burden in nation states or trading groups; cost of capital and labour and its effect on competitiveness; continuing production specialization and greater differentiation between domestic and international meat trade; and concerns over production methods, food safety and hygiene standards. Analyses the impact of globalisation of the food supply chain to all sectors and will be of interest to academics and those working in food supply.

Although the number of studies that investigate supply chain sustainability learning has increased, little is known about the way sub-suppliers build knowledge and learn sustainability practices. Thus, moving beyond merely investigating the accumulation of knowledge, this research explores sub-suppliers’ knowing that supports the learning of sustainability practices in a multi-tiered food supply chain.

In the conduct of this interpretive research in South Brazil, two ethnographies were completed during 74 days of observations to understand similarities and differences between certified and non-certified sub-suppliers with respect to sustainability practices. As part of our research conducted in the context of poultry production, secondary data and data gathered through semi-structured interviews with representatives of the buyer and first-tier supplier firms were used to provide a better comprehension of the multi-tiered supply chain context. Then, we executed an interpretive textual analysis.

Our investigation explored six vignettes to reveal ways of learning sustainability practices in terms of waste management, biosecurity and animal welfare. Although the buyer firm requested these practices, we noted that the first-tier supplier was responsible for translating the practices to sub-suppliers. Moreover, we found that sustainability learning was shaped by the sub-supplier context embodied in knowledge through knowing. The ways of learning were related to sharing knowledge between experts and novices with the support of material practices; however, knowledge was also gained by unlearning some knowledge shared by the supplier. Sustainability practice learning, thus, was performed in a space of learning via knowledge creation among practitioners.

Recognising how sustainability learning happens in a multi-tiered supply chain context can help managers to develop plans to implement sustainability practices that will broaden their sustainability knowledge.

Unlike previous studies on supply chain sustainability learning, we reveal ways that sustainability practices emerge from knowledge that results from sub-suppliers’ knowing. We also explain how unlearning can consciously occur in several situations of sustainability learning.

Second-order system-dynamics engineering (SOSDE) involves constructing and running enterprise manufacturing simulation models with new proposals for operational processes, byproducts, supply chain and/or downstream marketing designs. This paper aims to describe sustainability the principal lessons from enacting SOSDE research for achieving goals in large manufacturing firms.

This study is a case research commentary in the agricultural industry that contributes abductively derives six principal lessons from SOSDE research on introducing sustainability-focused manufacturing and product innovations. Operational processes in large-scale poultry processing plants in an emerging market represent the specific industry and firm domain of this case study. Alternative SOSDE simulation models of decisions, materials flow and outcomes with versus without operational innovations were constructed following one-to-one interviews with experienced farm managers and entrepreneurs.

The principles demonstrate how large farms in a developing nation (i.e. Bangladesh) go about adopting radically innovative manufacturing, supply chain and marketing operations to improve traditional operations. This study confirms and expands on the general observation that SOSDE can help achieve sustainability and environmental, social and governance goals, contribute new value outcomes by converting unused production wastes into valuable byproducts and introduce design efficiencies in production, supply chain and marketing processes. SOSDE complements, while being a revolutionary departure from, “six sigma management programs” that focus on achieving exceptional and near mistake-free manufacturing operations. Both represent distinct philosophies and sets of actions that sometimes can conflict with one another. Embracing both successfully in the same enterprise is a goal that may appear unreachable, seemingly impossible to achieve and yet represents a manufacturing/marketing epitome that is observable in exceptional enterprises.

This paper may generate controversy as well as advance interest in applying SOSDE in introductions of improved manufacturing, supply chain and marketing operations aiming to accomplish radical improvements in sustainability goals.

This commentary describes how using SOSDE and running alternative production simulations with versus without including superior, radically new, process innovations enable the firm to find and eliminate glitches in system changes and reduce the fear associating with breakdowns and financial losses due to inadequate knowledge of operating new industrial procedures and outcomes.

Introductions of superior radically new innovations in industrial manufacturing and marketing via SOSDE frequently include manufacturing firms embracing new environment sustainability objectives and additional marketable byproducts from the firm's main productions lines. This commentary offers details on how this process is enacted in poultry manufacturing in an economically emerging nation.

Running simulations in SOSDE research offers a low-cost, fast and in-depth method to test “what-if” impacts of enhanced and radical innovations into product/service manufacturing operations – benefits supporting the recommendation to apply systems dynamics in business and industrial marketing.

On completion of this case study, students will be able to understand collaboration and synergy between farmers and organisations through value creation, like fundraising, based on the comprehension of the resource-based theory; understand the overview and concept of the value chain and supply chain management in the agribusiness to reduce costs of inventories; understand the concept of segmentation and positioning to increase revenue for organisations by leveraging existing resources – human and financial; and understand the branding strategy to create a sustainable competitive advantage for Suguna Foods.

Suguna was started by two brothers, B. Soundararajan and G.B. Sundararajan, to help other farmers. Suguna, with just 200 broilers in 1984, grew to be the number 1 poultry company across India. Soundararajan was a pioneer and innovator who started “contract farming” in India in 1991. This model helped both the farmers and the company to became successful. The farmers always struggled to pay the cost of feed and other materials, as credit was not readily and easily available from financial institutions. Suguna helped farmers by providing feed, medicines, etc., free of cost in return for the good rearing of chickens. Because of the success of this venture, they decided to continue with it. Today, Suguna is a successful company that sells chicken, eggs and processed meat. They modernised the retail chain to supply consumers with fresh, healthy and hygienic meat. Suguna’s vision was to “Energize rural India” by helping farmers succeed. They helped over 40,000 farmers from 15,000+ villages in 18+ Indian states. Although the growth helped both farmers and Suguna, the increased cost of raw materials for Suguna and increased input costs/power costs for farmers had to be tackled on a war footing so that both could have good income despite the increased inflation. Moreover, the retail price of live chicken was more or less stagnant in the past five years, especially after the start of the COVID-19 pandemic.

This case can be used as the basis for a 90-min class discussion. This case study is suitable for use in an master of business administration course module or in an executive education program on developing an understanding of value creation in the business model in a rural market and also how the supply chain works. This case study can also be used to teach pricing, segmentation in marketing and supply chain perspectives and decision-making skills.

Teaching notes are available for educators only.

CSS8: Marketing.

The purpose of this paper is to study the behaviour of a food supply chain possessing two originalities, i.e. a singular structure (40‐day upstream push and 24‐hour downstream pull) and one that suffers from simultaneous fluctuations in raw material supply capacities (due to epizooty) and customer demand (due to customer anxieties and fears) caused by a sanitary crisis.

A simulation model based on the system dynamics principles of Forrester is developed and applied to the French chicken meat supply chain suffering an Avian Influenza crisis.

This model first enables one us to study the regulation mechanisms of the chain that will improve understanding of the supply chain behaviour under environmental perturbations. A what‐if analysis is then implemented to examine the supply chain stability and the influence of flexibility adjustment times, inventory coverage time, slaughtered chicken buffer size and smoothing policies on the supply chain performance in different crisis fluctuation rate scenarios in order to propose necessary logistic policy enhancements.

This work will improve one's knowledge about the buffer inventory problem and the global stability of this multi‐echelon push‐pull supply chain.

The model can be used as a decision system support which aims to minimise the additional costs due to stock level increases as demand decreases as well as exceptional external purchasing sparked by the lack of available products when there is a sudden hike in demand. The research can help decision‐makers of fresh food push‐pull supply chains when they are facing such crises by using both cybernetic representation and computer simulation.

This study deals with a specific food supply chain within the context of a sanitary crisis. A system dynamics model is presented for studying the behaviour of the entire food supply chain threatened by high uncertainties in the supply capacity as well as in customer demand.