Title: Creating shared value in the buyer-supplier relationship through the implementation of sustainability requirements

Authors: T.M. Meulensteen; Walter J.V. Vermeulen; S. Meerman

Addresses: Unilever, Twentsestraat 13, 7417BL Deventer, The Netherlands ' Copernicus Institute of Sustainable Development, Utrecht University, P.O. Box 80115, 3508 TC Utrecht, The Netherlands ' Formerly of: Unilever, Zuidlaarderweg 51, 9479 TH Noordlaren, The Netherlands

Abstract: This research aims to find a relationship between governance strategies to involve suppliers in sustainability implementation and the creation of shared value in the buyer-supplier relationship. The implementation of Unilever's Sustainable Living Plan has been taken as a case study. This allows for the analysis of the nature of the buyer-supplier interactions. The different partners in this relationship were asked to fill out questionnaires. Correlation and regression analyses were used to quantify the relationship between the governance strategy which is most dominant and the creation of shared value. It is concluded that cooperative strategies rather than coordinating strategies are best able to create shared value. This is supported by strong information transfer between supply chain partners and the content of the message. The creation of shared value requires that both parties already see and experience the benefits of the implementation of the sustainability requirements during the implementation, and not only afterwards.

Keywords: environmental issues; social responsibility; supply chain management; SCM; survey methods; quantitative data analysis; regression analysis; value creation; shared values; buyer-supplier relationships; sustainability requirements; governance strategies; supplier involvement; Unilever; Sustainable Living Plan; case study; cooperation; coordinating strategies; information transfer; message content.

DOI: 10.1504/GBER.2016.079410

Global Business and Economics Review, 2016 Vol.18 No.6, pp.656 - 678

Received: 02 Mar 2015
Accepted: 24 Jun 2015
Published online: 28 Sep 2016 *

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