MSc's Thesis on Sustainable Fashion Supply Chains [Abstract]

Title: Green Supply Chain Management – A Case Study on Löffler (an Austrian sportswear manufacturer)

Submitted in part fulfilment of the requirements for the MSc International Fashion Marketing programme, GLASGOW CALEDONIAN UNIVERSITY, August 2016

Abstract

This study aims to further develop the framework by Rao & Holt (2005b) by gaining qualitative insight into a sportswear manufacturer’s supply chain in a European context. The objectives are to apply the research framework in a qualitative way, to further develop the theoretical framework (Rao & Holt, 2005b) by applying and extending it through primary and secondary data collection in the European context, and thirdly to gain insight into a green supply chain best-practice example through in-depth interviews with key executives of the case-study company.

The research is structured as follows: Firstly, the reader is introduced to the topic, research aim and objectives in the introduction chapter. Secondly, the literature review provides an overview of similarities and differences between academic key articles and reviews the theoretical framework, before identifying three research questions. Thirdly, the methodological choices (interpretivist, abductive, qualitative, descripto- explanatory) of this cross-sectional single-case study are explained, before data collection and analysis procedures are detailed. Fourthly, the findings and analysis chapter provides detailed answers to the research questions, presenting insights into the GSCM at Löffler and the extended framework. Finally, the conclusion chapter summarises the study and provides condensed answers to the three questions.

The framework is revised, tested and revised once more, before the extended version of the framework is presented. All criteria contained in the original framework were proven. Furthermore, intense review of the relevant academic literature brought forth three, eight and three additional criteria for the inbound, production and outbound functions, respectively. Additionally, primary data collection and analysis established three, two and one additional criterion in the respective functions. The insight into the case study company showed that the main points of focus are benefitting from the advantages (competitiveness and economic performance) by counterbalancing the biggest disadvantage (high labour costs) of the European location, and monetising the greenness by educating customers about sustainable practices.

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