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8/8/2019 Maersk Literature Review2
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Maersk Literature review:
2.1 Introduction: ............................................................................................................................................ 1
2.2 sustainability: .......................................................................................................................................... 2
2.3 Green and transportation: .......................................................................................................................4
2.4 Value chain and Legislation: ..................................................................................................................6
2.5 Supplier management and our sourcing: .............................................................................................11
2.5.1Decision to go green: ......................................................................................................................12
2.5 Carbon footprint:...................................................................................................................................14
2.6 Environmental Management System ISO 14001:...............................................................................15
Bibliography ................................................................................................................................................16
2.1 Introduction:
³R esponsible business is sustainable development at the organisation level´ (L.R ohweder,
2004). A new trend has developed within business management both in literature and its
practical application. Businesses in search of sustainability in their business practices have
turn to more efficient ways of operating. One way of reaching efficiency has been through the
application or creation of new green-oriented business models. This research was then
undertaken on behalf A.P. Moller Maersk and its shipping division in order to develop a
methodology for calculating carbon footprint for the base year 2008. The objectives are to
compare current carbon emissions and evaluate the various cargo routing options for the
multimodal (R oad, R ail and Inland) for the UK operations. Furthermore an analysis of value
chain of both the inbound and outbound logistics of Maersk will be undertaken in order to
have a better understanding of supplier¶s management.
As such the following literature review will cover studies and journal articles on
sustainability and carbon footprint, transportation and suppliers management and finally on
value chain. This review will be performed in order to understand the possible strategies for
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going green and its contribution to the current management tools. As global warming
becomes more prevalent and resources become more scare regulatory body worldwide will
push for more efficiency from businesses, as this a green strategy will become more and more
important for any organisation.
.
2.2 Sustainability:
Sustainability is defined by the Brundtland Comission (1987) as ³development that meets the
needs of the present without compromising the ability of future generations to meet their
needs´ and by Shrivastava (1995) as ³The potential for reducing long-term risks associated
with resource depletion, fluctuations in energy costs, product liabilities, and pollution and
waste management.´
Sustainability is an important factor where companies are integrating social, economical and
environmental responsibilities. Among the global 250 companies 68 % used to generate
sustainability report in 2004 when compared with the environmental reporting in 1999 and
80 % of these reports discuses supply chain related issues (KPMG, 2005) which shows that
corporations are concentrating on adopting environmental issues as their corporate social
responsibility strategy.
In the other hand sustainability in supply chain management is defined by Mentzer et al
(2002)as ³the systemic, strategic coordination of the traditional business functions and the
tactics across these business functions within a particular company and across businesses
within the supply chain, for the purposes of improving the long-term performance of the
individual companies and the supply chain as a whole.´
According to Carter et al (2008) the development of a framework that helps explains
sustainability depends on the environmental, economic and social performance of the
company as seen through the context of supply chain. Carter et al analysed the importance of
the environmental performance as a strategy in the supply chain as leading to competitive
advantage and product differentiation (See figure 1).
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Figure 1: Sustainability Model. Source: Carter et al 2008
According to Walley and Whitehead (1994) ³responding to environmental challenges has
always been a costly and complicated proposition for managers and,´ as it is expensive to
comply with the government regulations and Colby et al (1995) argued that ³easy problems
have mostly been fixed ±the remaining obstinate challenges are becoming increasingly
expensive to resolve.´ Walley and Whitehead (1994) again, state that it is difficult to get a
win-win situation as environmental programmes are very expensive. This is further supporter
by Carter et al (2008) who argued that the win-win situation will arise if the fuel price start to
escalate and customer become aware and demand transparency in the supply chain. This will
then enable organisations to concentrate their strategies on the environment and thus more
sustainable business practices. However, business are finding it hard to do this as
sustainability has been inconsistently defined. As such a detailed analysis of what
sustainability is is required. One example of this is #M successes in implementing an
environmental strategy to differentiate their products as this success questions the analysis of
Walley and Whitehead .
Comment [M1]: Add your comments, your
opinion (analysis) to all this quoting. Your voice is
not heard. It sounds as a listing of quote rather
than using them to support your views.
Comment [M2]: How does it question it?
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Although customers have been found to be willing to pay a premium for green products
(R EFR ENCE) it is also true that the price should not exceed that of the competitors, specially
during economic downturns (Schulze & Li 2009) . This then leads us to point out that
companies should be first aware of the economic environment in which they are performing
prior to implementing a green strategy. Most company fail to look deeper into the context in
which they are operating and understand the capacity or willingness of its customer to pay a
premium. These companies only take into consideration their feeling that ³right things to do´
and implement green strategy due to the ethical reasons (Bansal & R oth, 2000)
2.3 Green and transportation:
R ohweder (2008) developed a framework as shown in figure 2 for a climate responsible
operating mode which combines sustainable strategy, responsible leadership and
environmental management system which help the organisation to operate in all three
hierachial levels.
Figure 2: Climate Responsible Operations Model. Source: Rohweder 2008
Organisations can use sustainable strategy by targeting going green for ³achieving
competitive advantage through reducing a company¶s exposure to climate change and
through creating new opportunities for profit making strategic approaches which could
Comment [M3]: Explain how this fits in your
literature. Why did you include it?
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involve reconfiguring the entire activity of functional departments. And example is in
outbound logistics, firms might replace physical books or manuals with electronic versions;
and in after-sales service, they could supplant physical visits by service technicians with
remote diagnostics and treatment programs´ (M Porter, 2007). They proposed the dual
strategy of the organisation which are ³inside-out and outside-in´. Inside out is the linkage
where every operation of the company has an impact on the society during its normal
business cycle and where Michael E. Porter (2006) described every part of the value chain
has an direct impact on the society creating positive or negative consequences. The degree of
the impact depends on the places where the company is located, for example, UK will have
more regulations than china. In the study the inside out analysis is the correct accountability
of the companies carbon foot print and if they publish the data will be able to send a clear
message to the society about the climate responsiveness of the company for example see the
sustainability report provided by Walmart(2010) global sustainabilityreport.
Figure 3: Graph comparing calendar year GHG data to fiscal year sales data. Source: Walmart, 2010
The outside linkage as explained by Porter (2006) is not only the company activity affects
the society, but the external social conditions will either benefit or harm the company; hence
organisation can establish their position among its competitors in the society. Lash (2007)
ploted the climate competetiveness of car companies where the companies were plotted
against the decrease in the vulnerability of climate change and increase in climate
competitiveness (See figure 4).
Comment [M4]: I dont get it
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Figure 4 Plotting the Climate Competitiveness (J Lash, 2007)
The above analysis will help to understand its position with the competitors and can
formulate strategy how to move in to a position of competitive advantage. In the analysis
made by Lash & Wellington (2007) positioned Toyota as the least vulnerability to the climate
change as they have better fuel economy and the vehicles are designed to meet the emission
regulations using new technologies. The outside-in analysis forms a major part of the
discussion which includes governmental policies.
2.4 Value chain and Legislation:
Porter M ( 1985) developed the concept of value chain in ³Competitive advantage´ of the
firm for superior performance in where each activity within the organisation should be run at
optimal level to achieve advantage. Porter split activities into ³Primary Activities´ which
includes inbound logistics, operations, outbound logistics and services and ³Secondary
Activities´ include procurement, technology development, human resource management and
firm infrastructure. All work together in providing value to the customer. The secondary
activities aid the primary activities in achieving competitive advantage.
Comment [M5]: Cant get it
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Figure 5 Porters Value chain (Porter M. , 1985)
The comparison between value chain and supply chain is done to reduce the unclear concept
of the value chain by Andrew et. al (2008) where the importance of synchronisation of value
chain and suplain chain was discussed in order for business performnce to be optimized. The
comparison between value chain and supply chain is given below, where the customer
requirements which drive the value chain and the product requirement of the supply chain
flows in the opposite direction. A detail analysis of the value chain along with supply chain
can be found in Appendix:
R abelo et al(2007) defines supply chain asthe ³life cycle process to support the physical,
information, financial, and knowledge aspects for moving products ansd services from
suppliers to customers´. Hence it is used to integrate the suppliers and producers. For
example Walmart manages its supply chain by updating the data obtained during the point of
sale for the continuous replinishment of stock the information is passed on to the customers
by EDI(Electronic data interchange) to the suppliers who in turn manage JIT (just in time)
delivery to manage the inventory (Sherer, 2005).
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Figure 47 A Comparison of a Value chain with a supply chain (Andrew, Dan, & Tom, 2008)
Value chain can be made profitable if there is an alignment with the demand of the customer
³demand chain´ and things produced by the supply chain which give prime importance to
³cost reduction and attaining operational excellence´ whereas value chain focus on product
development and marketing. ³In order to generate maximum value in the supply chain in a
dynamic market it should synchronize the flow of supplies with the flows of values from
customer inters of rapidly shifting tastes, preference and demand´. (Andrew, Dan, & Tom,
2008).
Companies tend to outperform each other by trying to implement various sustainable
strategies along the value chain.
Jason Tan (2009) explained that the evaluation of green value chain (See Figure 5) started
with 1) business process reengineering, where businesses gave importance to value creation
by adopting TQM and JIT Tools (Hammer, 1990). 2) To core competency movement, where
the organizational and technology competence were not easily copied by competeitors
(Hamel, 1994). 3) to environmental responsible manufacturing (ER M), which is based on the
concept that all forms of pollution is concidered to be waste. It also statesthat by reducing
pollution organisations can ³minimizing cost such as disposal cost and permit costs and thus
avoid environmetal fines while improving their bottom line and paralleling improveming and
protecting the environment´ (Curkovic, 2003). And 4) finallyfollowed by green
manufacturing, which seeks to reduce the impact on the environement through the reduction
of resource consumption during the entire product life cycle. ³When Green purchasing, green
Comment [M6]: Dont leave as stand alone
sentence. Either develop it, link it to the paragrap
before or after, or erase it
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manufacturing, and reverse logistics are being combined together they form the green supply
chain management (GSCM)´ (Jason Tan, 2009)
Figure 58 Evolution of Green Value chain (Jason Tan, 2009)
The macro environment in which a firm operates should be continuously monitored as any
changes will adversely impact the functioning of the organisation. PESTEL is a framework
utilised to understand the macro environment including political, economical, social,
technological and legal factors. Jonhson & Scholes (2006) defined it is a tool to identify key
drivers of change which impacts the structure of the industry, sector or market. Thus it is
important to look at this model in order to better evaluate the political and environmental
factors both which influence the industry in terms of carbon footprint. Political factors are
most often associated to environmental factors which translate into regulations and laws to
which companies must abide in order to be able to operate within a country.
Even though there is an increased influence by customers, society, shareholders to go green
(R ugman & VER BEKE, 1993) research indicates the single most important factor which
influence a corporation to follow more environmentally responsible strategies is government
regulations. The advantage of a company to go green is discussed by (Porter & Linde, 1995a)
in which they explained that an organisation with good environmental policy will be lead to a
first mover advantage and to early adoption of new regulations which then leads to lower
production costs as less³innovation offsets´. This then helps them stay ahead of the
competition. But contrary to this others have argued that environmental programmes are
costly and tend to decrease the value of the shareholders hence there is no win-win situation
for anyone involved in the organisation (Walley & Whitehead, 1994).
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R ugman et al (2007) discussed the classification of environmental regulations in to
multilateral which includes World Trade Organisation; regional regulations, which include
European Union and the North Atlantic Treaty Organisation; national regulations, which
includes individual countries like UK; and sub national regulations, which include counties
such as the West Midlands and municipal regulations, represented by local council e.g.
Birmingham Council. All these play an important role in the regulations which impact an
organisation.
Voluntary programs to reduce environmental impact are only successful because it benefits
companies for allocating resources to implement them. The organisation perceives that
customers are willing to pay a premium and they can post a positive image of being
environmentally consciousness (Cairncross, 1992). For example, in US, the Environmental
Protection Agent (EPA) is more involved in voluntary regulations such as the 33/50 Program,
The Green Light Programme andThe Golden Carrot Super Efficient rrfrigerator Program
(Anne, 1993). ³A voluntary approach avoids the costly process of legislation and the
substantial costs of monitoring and enforcement but is also cost effective for making
pollution reductions. The flexibility associated with voluntary measures allows firms to
make the most cost efficient reductions´ (Seema Arora T. N., 1996). The firms use this
voluntary program to inform their customers about their commitment in to the environment.
(Seema Arora S. G., 1995) in their model due to the competeitve incentive decide to
overcomply then the regulations due to customers preference or to stay ahead of the
competetion by anticipating strict regulation to be implemented in the future. Firms also
vercomply because the firms can guide the regulation bodies to tight thier standards so that it
would become difficult for the compititors to comply as it will be expensive and hence
reduce competetion (Salop, 1983).
Klassen & McLaughlin (1996) found in their research that companies listed in the New York
Stock Exchange present an immediate increase in the market value of the company once the
announcement of adoption of environmental polices is made. The opposite is also true as any
environmental crisis will lead to negative impact on the value of the company. For example,
BP recent oil spill crisis in the Gulf of Mexico significantly reduced its market value by one
third. Government regulations are becoming stricter as the topics of green efficiency and
conservation of environment is increasing in priority.
Comment [M7]: Dont get it
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But the porters three generic strategies of cost leadership, differentiation, and focus which are
important to any organisation. (Shrivastava P. , 1995) Argued that these generic strategies can
be made sustainable by following environmental codes available in countries like US, UK.
For example it is EPA(Environment Protection Agency) in US and British Standard(BS) as a
Public Available Specification(PAS).
2.5 Supplier management and outsourcing:
Companies benefit from closer relation with the suppliers. Christopher (2000) underlined the
basic philosophy of relationship marketing as ³the goal of all marketing activity should be the
establishement of mutual beneficial partnership with the customers´. Hence working close to
the suppliers can help to find ways to reduce cost in the supply chain by using JIT systems
and using EDI for order processing and eliminating . The competetion of the suppliers can be
reduce if there is greater relationship with the suppliers and customers. For example,
Suppliers of Marks & Spencers have had a good relationship for many years in where they
meet the strict requirements of Marks and Spencers and where both parties have invested
substancially in improving their products by continuos improvement. Hence the suppliers will
be confident as it is not easy for any new comer to enter the market and capture it.
According to Christopher (2000) the old model of buyer supplier were they kept distance
from each other and interacted only when during negotiationscan be easily broken by the
competitors by exploting the needs of different motivation of the buyer to maximize margin
and the supplier to maximize volume cannot be sustained. Hence Christopher (2000) in his
relationship based approach states that there is stronger interface between the vendor and
customer as there are multiple place where the interaction takes place in all the departments
as shown in the figure ###. The benefit to the supplier is that the if the customer core
capabilities are increased then they will be treated as preffered supplier and the cost of
serving the customer will be reduced .
Comment [M8]: Dont get it. Link it to someth
Comment [M9]: ????
Comment [M10]: Improving and
improvement....too repetitive.
Comment [M11]: Fix structure
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chain which includes various internal and external drivers such as internal-ethical motives,
top management, cost reduction and external ± stakeholders, customers, Legislative
regulations. Top management and legislation regulation are a important driving factors for an
organisation to go green.
In contrary there are some barriers which reduces the impact of the organisation ability to go
green which incude the extra cost in going green or there is no customer demand in enabling
the organisation to go green. The interaction between the parties enables important decisions
concerning green logistcs and find a better solution where each can discuss their expectation
from each other. The important decison is to ask ISO 14001 from the customer where the
provider has the capability to provide green service due to the implementation of
Environmental Management Service(EMS) and the quality of the service provided is of high
quality. _Once the drivers, barriers are considered then both the parties can use each other to
implement green supply chan through green tranportation, green warehousing and packaging
and reverse logistics.
Comment [M14]: Fix not sense
Comment [M15]: Needs a little rewording
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Figure 710 Selection of 3PL (L.Schulze & Li, 2009)
2.5 Carbon footprint:
Haven (2007) analysed the assessment of the carbon footprint of a chair as a ³life-cycle
assessment which took into account materials, manufacture, transport, use and disposal at
every stage of development." The carbon footprint has been described as a measure of the
exclusive total amount of carbon dioxide emissions that is directly and indirectly caused by
an activity or is accumulated over the life stages of a product (Wiedmann & Minx, 2008).
From these definitions it is not clear what the boundaries and indication units are hence
organisations tent to define their own boundaries, which tend to be those that are more
convenient to them. As an example BP defines carbon footprint as the amount of carbon
dioxide emitted due to daily activities ± from washing a load of laundry to driving a carload
of kids to school." There is no single universal standard which enable an organisation to
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follow and calculate the carbon footprint of their product. Thus the data obtained from each
methodology could be biased for the benefit of the organisation.
The carbon footprint could be an important indicator of the environmental impact of the
organisation as it directly linked with global warming. Many websites are available to
calculate the carbon foot print. For example ecotransit.org provides carbon footprint for the
entire logistic operation performed by a product.
2.6 Environmental Management System ISO 14001:
The ISO 14001 is an Environmental Management System (EMS) which has been forced by
EU through the enactment of regulations (Quazi, 2001). These standards are used by
companies in order to implement sustainable system in their practices and to increase
progressively the environment management and to establish environment protection. The ISO
14001 system uses model of ³Plan, Do, and Check Develop´ (Weiss & Bentlage, 2006).
Steger( 2000) explained the importance of EMS in creating new ³WIN-WIN´ potential by
allowing smoother information flow leading to effective organisations but in the contrary
R ohweder (2004) argued that ISO 14001 has not increased commitments throughout the
organisation to achieve targets but is used by few specialist in the organisation. Handfield
et.al( 1997) analysed that the transaction of industries driven by implementation of ISO
14001 where environmental friendly practices were considered as an optional business
practice rather it is an competetive necessity for the survival .
ISO 14025 inclusion of all the life cycle stages in the environmental declaration . But the
standars are misinterepted and the data available to the assement are limited.
ADD CONCLUSION TO TIE UP ALL THE TOPICS AND TO SER
VE AS A INTR
O TOTHE KIND OF R ESER ACH YOU WILL BE PER FOR MING.
Comment [M16]: This is short =)
Comment [M17]: Change order
Comment [M18]: Is it written like this?
Comment [M19]: Too short, link to either the
paragraph before or after. Create the link.
Comment [M20]: Same as above
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Appendix: 1 Logistics services out sourced by Customers (Langley, 2008)
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Appendix: 2 List of Third party logistics providers (3PL) outsourced by Customers
(L.Schulze & Li, 2009)