Importance of innovation and flexibility in configuring supply network sustainability

Purpose: The alignment of procurement strategy with overall business strategy is important for superior firm performance. It is also essential for firms’ purchasing structure to fit the purchasing strategy whether it is cost reduction; value analysis and/or improving delivery and increasing flexibility for achieving superior purchasing performance. The purpose of this paper is to scientifically examine the influence of organization culture (OC), green supplier development (GSD), supplier relationship management, flexibility and innovation on sustainability in supply network (SSN) under the moderation effect of institutional pressures and resources availability. Design/methodology/approach: The study is grounded by integrating institutional theory (IT) and resource-based view (RBV) theory. The study empirically tests the conceptual model through survey data gathered from 175 respondents in the KwaZulu-Natal province of Southern Africa using structural equation modeling which is a multivariate data analysis technique that permits to simultaneously examine many relationships among manifest and latent variables. Findings: It was found that OC plays a crucial role in shaping the workforce behavior and responsible for enhancing GSDs and building good relationship with suppliers which ultimately results into increased flexibility and innovativeness. Coercive pressures (CPs) play a moderating role between the causal relationship of innovation and SSN. Therefore, CPs have got the ability to amplify or reverse the effect between innovation and SSNs. Research limitations/implications: The study suffers from few limitations. First, the study is restricted to one particular province in South Africa. Second, cross-sectional data were used for testing of model in the research study. Practical implications: The findings are of great importance for both the researchers and supply chain practitioners. Supply chain practitioners may use this knowledge for benchmarking the supply network configuration process and continuously improve the process. The tested model actually shows the mechanism for enhancing SSNs. In today’s dynamic and uncertain business environment, all firms in the supply network aims to minimize risks and maximize profitability. The findings show that CPs play a moderating effect on the relationship between innovation and SSN. Whenever government authorities and institutions pressurize firms for minimizing pollution levels, we see a trend of increased innovations in the form of new product developments, usage of eco-friendly raw material and application of eco-friendly technology which ultimately minimizes the carbon footprint. Through such initiatives steel and engineering firms conform to the government norms and regulations. However, innovations are possible through collaboration with specialist suppliers and sub-suppliers by adopting a common standard across the supply network. Through this overall process of innovation, the focal firm and sub-suppliers linked in the network will benefit and ultimately achieve a competitive edge. Therefore, firms can experience multiple benefits in terms of lower development costs, lower project cycle completion time, improvement in design for re-manufacturability, low downtime, low supply risks, reduction of greenhouse gas emissions and, ultimately, sustainable development. Originality/value: The study is unique from dual perspective – both in terms of scope and contribution to supply chain management literature. First, the study integrates flexibility and innovation to study the impact on SSNs. Second, it integrates both IT and RBV theory of firm to test the moderation effect and the findings further opens up window for future research.