Implementation of Innovative Green Management Methods in the Supply Chain: The Case of the Greek Manufacturing Sector

Purpose: The objective of this study is to examine what are the common practices of green supply chain management in manufacturing companies in Greece and how green management practices can be efficiently implemented along their supply chain in order to achieve a better environmental, economic, operational and social performance. In a globalized market with a growing awareness of an organization’s ecological footprint an increasing number of companies worldwide understand the importance to implement green supply chain management (GSCM) practices. Nevertheless, environmental consciousness and environmental protection differ to a wide degree between countries. For Greece and the region of South East Europe there still exists a gap of theoretical and empirical research regarding GSCM. While Greece’s business community is largely seen as having a low responsiveness to ecological challenges, this research takes a closer look into the pressures, motivators and impediments that Greek manufacturers experience regarding the implementation of GSCM and how far this can be regarded an opportunity for them to create additional value for their companies. Research Methodology/Approach: Facing the relative novelty of the subject for Greece and the region of South East Europe and due to the scarcity of information, this research follows a qualitative exploratory research approach. On the base of a thorough literature review the research draws on a number of five in-depth case studies across Greek manufacturing companies. Semi-structured face-to-face interviews are conducted with several key personnel within the companies. The data are triangulated with additional company documents and publications, as well as on the spot observation. Findings: Findings of this research indicate that Greek manufacturers are generally aware of the ecological challenges but adopt in majority a reactive approach. GSCM does not have high strategic importance. Implementation often lacks vigour. Major drivers are legislative pressure, cost benefits and demands of big customers. Major impediments besides the lack of formal strategy are a mental resistance of employees and partners, and a lack of state support and control. A shift of paradigm is necessary to facilitate a more effective implementation of GSCM measures and foster a multifaceted added value to company performance. Contribution/Practical implications: This study enlarges the lean body of literature about GSCM implementation in Greece and South Eastern Europe. The findings illustrate to what degree and by which mechanisms Greek manufacturers attempt to incorporate an effective greening strategy into their overall business strategy. The practical motivators and impediments in this effort are exemplified. Progress, shortcomings and possible pitfalls are demonstrated. This research aims to contribute to the understanding of companies in the region of the way of the potential how innovative GSCM practices can increase company value. Limitations: Restricted by the limited number of case studies in one specific industry sector this research does not make a claim for generalisation of its results but rather provides an insight into a number of current problems that invite further empirical studies.