Creating shared value in the buyer-supplier relationship through the implementation of sustainability requirements Online publication date: Wed, 28-Sep-2016
by T.M. Meulensteen; Walter J.V. Vermeulen; S. Meerman
Global Business and Economics Review (GBER), Vol. 18, No. 6, 2016
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.
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