CKChoong ictmbe2013

INTERNATIONAL CONFERENCE ON TECHNOLOGY MANAGEMENT AND

BUSINESS ENTREPRENEURSHIP 2013 (ICTMBE 2013)

Implementation of Green Supply Chain Management for Production: A Case Study in SONY (Malaysia) Sdn. Bhd.

Chien Khay Choong and Boon Cheong [email protected] ,[email protected] of Technology Management and TechnopreneurshipUniversity of Technical Malaysia MalaccaHang Tuah Jaya76100 Durian TunggalMelaka

Section 1:INTRODUCTION

Back ground of the study Classic model of company versus company is

starting to give way to a new model: supply chain versus supply chain. Success of a company now depends on assembling a strong supply chain.

Global warming issue is highly emphasized by the social nowadays, green product are slowly been demanded by the market.

Greening supply chain could be the new area that ensures the organization gain double wining situation by create more competitive advantage and reduce company carbon footprint.

Research questions

i. What are the activities involve in green supply chain management (GSCM) implementation at SONY’S production?

ii. How SONY Malaysia Sdn Bhd implement the green supply chain management (GSCM) to its production?

iii. What are the innovative solutions in order to wilder green supply chain management (GSCM) implement in the company?

Research objectivesi. To identify the activities that involve in Green

supply chain management (GSCM) implementation at SONY’S production.

ii. To investigate the process of implementation green supply chain management (GSCM) at SONY’S production.

iii. To propose innovative solutions for wilder green supply chain management (GSCM) implement in the company.

Scope of study

RespondentThe research will be targeted 30 managers from SONY Malaysia Sdn. Bhd as respondents.

ScopeInvestigate the step to implement green supply chain management to SONY Malaysia Sdn. Bhd. production. The study will identify the activities that involved at each implement stage.

LimitationsI. Study how to implement green supply chain

management in SONY Malaysia Sdn. Bhd production. II. The case will only investigate planning, procurement,

and execution (inbound). Further process will not include in this study

III. Thirdly researcher assumed the all respondents conscientiously provided correct answer.

Section 2:LITERATURE REVIEW

Introduction This chapter discuss about basic concept of green supply chain management.

Each implement green supply chain management steps and activities that involved will be the main topic for this chapter.

Theoretical framework of implement green supply chain management will constructed in this chapter.

Basic view of Supply Chain Management

According to Crandall, et al. (2010)

“Supply chain management encompasses the planning and management of all activities involved in sourcing and procurement, conversion, and all logistics management activities. Importantly, it also includes coordination and collaboration with channel partner, which can be suppliers, intermediaries, thirdly party service providers, and customers. In essence, supply chain management integrates supply and demand management within and across companies.”

Green Supply Chain Management Emmett and Sood (2010)

Green supply chain management will fully integrate environmental considerations into traditional supply chain management.

Wang and Gupta (2011) Industries have been gradually shifting towards

environmentally friendly supply chains by integrating green technologies into their product designs, production, and distribution processes. These efforts, together with the desire to incorporate extended production responsibility (EPR), have led to the evolution of green supply chain management (GSCM).

Step to implement Green Supply Chain Management

Green Supply Chain

Planning

Green Procurement

Green Supply Chain

execution

Source: Emmett and Sood (2010)

Activities of Green Supply Chain Management

Source: Emmett and Sood (2010), Monczka et al. (2009), Gordon (2008)

Theoretical framework

Section 3:RESEARCH METHODOLOGY

Research DesignDescriptive studies as the research design.

To identify and obtain information on the characteristics of a particular issue.

Lookout the overall aspect in the SONY Malaysia Sdn Bhd to gain accuracy information about implement green supply chain management.

Qualitative method research

Qualitative research will use existing theory to develop a richer theoretical perspective.

Qualitative research aims to achieve an in-depth understanding of this case study.

Methods of data gatheringa) Case study

The researcher explores the step to implement green supply chain management into SONY Malaysia Sdn Bhd production by investigate with the manager.

 b) In-depth interviewingThe researcher manages to obtain 30 respondents in SONY Malaysia Sdn Bhd about the idea of implement green supply chain in to the production

Research StrategyCase study applied as research strategy. Researcher investigate the green supply chain management implement steps and activities that involved in SONY Malaysia. Implement of green supply chain management at SONY Malaysia Sdn Bhd considered as a new area. Therefore research strategy that capability to gain richer understanding is been encouraged.

Primary Data Collection

In-dept interview with 30 managers from SONY Malaysia Sdn Bhd.

10 managers from Procurement department10 managers from Supply chain department 10 managers from Corporate Social & Environmental Responsibility department

CONTACT1. CHIEN KHAY CHOONGEmail: [email protected]:

my.linkedin.com/pub/chien-khay-choong/82/385/620

2. Boon Cheong ChewEmail: [email protected] LinkedIN: my.linkedin.com/in/bcchewGoogle BCChew for some of his work. BCChew’s primary research interests:(a) Renewable Energy Development and Deployment;(b) Clean Technologies Innovation and Implementation(c) Green and Sustainability Practices