Sustainable Management and Marketing

This article discusses the importance of sustainable management and marketing in the supply chain process. It explores the challenges faced by business marketers and the significance of sustainability in business society. The article also provides an overview of the journal article 'Quantitative Models for Sustainable Supply Chain Management: Developments and Directions' by Brandenburg et al. (2014).

Running head: SUSTAINABLE MANAGEMENT AND MARKETING
Sustainable Management and Marketing
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Table of Contents
Introduction......................................................................................................................................2
Sustainability...................................................................................................................................3
Journal By........................................................................................................................................4
Explanation of the Keywords..........................................................................................................5
Identification of the problems..........................................................................................................5
Supply Chain Management..............................................................................................................6
Logistic............................................................................................................................................6
Environment and Climate Change...................................................................................................7
Societal Problem..............................................................................................................................7
Sustainability...................................................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Introduction
The purpose of the study protruded from the need to critically examine, analyze, and
evaluate the research findings of a journal article “quantitative models for sustainable supply
chain management: development and direction”by Brandenburg et al, (2014). For the last two
decades, the relevance of the influence of social aspects and environmental factors in the field of
supply chain management has consistently increased due to its relevance/ contribution in a
business. This leaves it as a necessity that requires thorough research to help in the establishment
of models that can help in its effectiveness. Previously, the use of reverse logistics and formal
modeling for closed loops in the supply chain management has been reviewed in prior to earlier
research publications.
From the definition of supply chain management, the process of organizing, sourcing,
designing, production and distribution of products and services in the global market is an integral
and central role player in businesses. Several attempts to restructure government and
organizational policies with the aim of incorporating and attaining an efficient sustainability in
the management and design of supply chain.
The article specifies literature review into two categories, that is to say literature prior to
2008 and literature after 2008. The prior literature findings indicate that the use of green product
and green process development was mainly used.it further indicates that the research emphasized
the use of supply chain management in the field of environmental management while using a
conceptual framework that was initially established by the earlier studies. It cited its application
in the management of solid waste, water resources, vehicle routing among others.

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On the other hand, the later literature the researcher focused on both general and
empirical research findings, whichcan as well be referred to as metric or quantitative research. Of
the recent research, the study took an overview of 14 articles. In relation to the earlier finding,
the review indicate that manufacturing or reverse logistics render a minimal contribution to the
earlier research
Sustainability
From the initial review carried out, the researcher perceives sustainability as a key tool
for appreciating social, economic, and environmental aspects associated with marketing and
management. This means that the lack of a common language for defining or analyzing
sustainability and the absence of some tools leads to a lack of a framework that may be crucial
and applicable in project management. Sustainability is dominated by environmental and
economic factors at the expense of social perspective and represents a major research gap in
project management. Sustainability assessment requires tangible information of the main aspects
there by providing guidance in decision-making process in marketing management.
However, the measurement of sustainability principles remains in the early stages and
many technical issues are not yet addressed and therefore the transformation of theory into
management have positively contributed to the development of the sustainability process.
According to Singh 2012, there is a high need for people, organizations, and companies to
acquire models, tools, and Metrics to quantify and define sustainability in different forms of
procedure.
To progress in sustainability, the development of indicators must be quantified,
measured, interpreted, and monitored carefully. However, research shows that there is a lack of

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systems for measuring performance towards sustainability in operational practices. According to
this research, sustainability has currently been thought of mostly in institutional and strategically
terms without considering the side of economical manufacturing activities. To measure the
efficiency of operation, few indicators have been applied and focused on environmental side
orienting towards product development. Research also demonstrates that the benefit of
sustainability is not confined to the social and environmental concept. In our modern era, it is
impossible to think of economic development without thinking of protection of the environment
and benefits of the society.
According to Silvius 2013, the relationship between sustainability and project
management is getting interest from academics and professionals making the integration of
sustainability into the management of projects. This brings the view that the relationship between
project management and sustainability is still an emerging field of study thus when project
management involves sustainability, it results into production of goods and services that are
suitable to the reality of the stake holders. Sustainability of an enterprise will depend on the
competent management as well as the ability to consider business plans and interest of
stakeholders and the impacts on the environment.
Journal By
The journal was prepared by Marcus Brandenburg, Kannan Govindan, Joseph Sarkis, and
Stefan Seuring.

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Explanation of the Keywords
The study develops the insights regarding the sustainability management through the
establishment of the effective supply chain process. The current competitiveness is one of the
major factors to be concerned about for developing sustainable business. Environment and
climate change is much significant in terms of developing the understanding the effects on the
sustainable business process. The keyword thus refers to the effects created by climate change
on developing the sound supply chain management process. Furthermore, the study develops the
idea about the considerable societal problems, which depicts the environmental effects caused by
the supply chain development. The closer look on the societal benefits and disadvantages would
explain the study in a clarified manner. Another keyword is sustainability, which is much
significant in this study. The business marketers concentrate on the unique and innovative ideas
to develop the organisational functionalities. However, the main purpose of developing such
ideas is to ensure the long term sustainability of the firm. The study is also concentrating on
describing the significance of effective supply chain management, which determines the
survival aspects of the firms in current competitive scenario. The effectiveness of the supply
chain management would create the positive impact on both the environment and the
organisation.
Identification of the problems
The article, Quantitative Models for Sustainable Supply Chain Management provides
the insights about the effectiveness of supply chain management to develop the sustainable
business in a competitive scenario. However, it has been identified that while developing the
effective supply chain process, the business marketers often face some of the considerable
challenges. These problems are discussed further:

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Supply Chain Management
According to Brandenburg et al. (2014), SCM is conceptualized as the management of
the logical, physical, and financial flows for adding values and developing customer satisfaction.
However, the new conceptualized definition is provided by De Brito and Van der Laan (2010),
which depicts that SCM is involved with the green purchasing that has the linking with the
centralized and decentralized decision-making process. It has been observed that the more
developed and systematic procedures used in the supply chain management create the sustainable
business parameter, which is quite beneficial for long run. For example, supply chain
management requires the improved technological tools to ensure the better outcome. Many
organizations face trouble in arranging resources to develop such effective technologies and this
obligation can affect the entire procedures much recognizably.
Logistic
The logistic is an integral part of the supply chain process. Chkanikova (2012) described
that the reverse logistic process helps in resolving the issues with societal issues. Opposing this
statement, Danciu (2013) argued that the current upgraded techniques used in the logistic process
affects the green supply chain management process. Therefore, it may create the problematic
situation for the business marketers to retain the sustainable approach. For example, the lack of
resources cannot establish the required inventory system for the logistic process, which can
develop the remarkable green supply chain process. Therefore, it would be much challenging for
the business marketers.

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Environment and Climate Change
Climate change is other most recognizable challenges in supply chain process.
Massaroni, Cozzolino and Wankowicz (2014) implied that the occurrence of the climate change
can directly affect the core operational process. For example, the sudden changes in the climates
can delay the delivery of the products and services that may lead to the customer dissatisfaction.
Hence, it is quite a concerned area that is needed to be taken into consideration.
Societal Problem
The major societal problem in supply chain process is found in managing waste. For
example, the emission of the wastages during the supply chain process can be the reason for
environmental pollution. Therefore, it may affect the environment much considerably.
Supporting such statement, Hasan (2013) commented that the emergence of societal issues may
affect the sustainable development of the business. Hence, it is essential to develop more hands-
on approach to mitigate this challenge related to the societal issues.
Sustainability
The sustainability issues are the widely elaborated concept that creates the impact on the
business sustainability. Massaroni, Cozzolino and Wankowicz (2014) implied that the
development of the appropriate technologies and the systematic work functionalities determines
whether the supply chain process can create the sustainability or not. It is important to consider
the demands of the external environment before developing the operational functionality. For
example, while planning for the business operations, it is necessary to identify whether the
production process creates any sustainable values or not. The development of the organized order
of the supply chain process thus can contribute to the effective business sustainability.

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Brandenburg et al. (2014) argued that maintenance of the corporate social responsibility is also
much significant in developing sustainability in a business society.
Conclusion
In business marketing, the article defines supply chain management as the execution of
business supply activities to increase on the customers and competition in the marketplace. It is
the role of the suppliers to develop supply chains that are economical and efficient. Supply chain
covers different steps such as production, product development and information system to link
the production, shipment and supply of the products. Through supply chain management,
companies are able to quickly deliver products to their customers and to reduce on the costs. This
is done by controlling investments, sales, and the distributions of the company. Basing on supply
chain management, every product that comes to market results from organizations that makes up
a supply chain. These organizations have found it important to rely on effective supply chains to
compete in the global market and networked economy. Traditionally, supply chain management
means the management of physical, logical and financial of networks in organizational
relationship.

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References
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Ashby, A., Leat, M. and Hudson-Smith, M., 2012. Making connections: a review of supply chain
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Brandenburg, M., Govindan, K., Sarkis, J. and Seuring, S., 2014. Quantitative models for
sustainable supply chain management: Developments and directions. European Journal of
Operational Research, pp.299–312.
Brandenburg, M., Govindan, K., Sarkis, J. and Seuring, S., 2014. Quantitative models for
sustainable supply chain management: Developments and directions. European Journal of
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Chkanikova, O. 2012. Sustainable supply chain management: theoretical literature overview.
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Danciu, V., 2013. The Contribution of Sustainable Marketing to Sustainable Development. The
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De Brito, M. and Van der Laan, E., 2010. Supply Chain Management and Sustainability:
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Hasan, M., 2013. Sustainable Supply Chain Management Practices and Operational
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