A Spider on the Web? - Important Factors when Coordinating Environmental Management in Product Chains

Abstract

Description of the Problem: A local environmentally good decision can have a large negative impact elsewhere in the product chain, therefore companies need to have an environmental supply chain management approach and corporate with all companies in the product chain. Lately the role of the environmental managers has gained more attention in the environmental debate and environmental literature focus on environmental entrepreneurs. We want to contribute by our study, by searching for what is needed to be successful in environmental management, but also contribute by helping to portray this job position. During the bachelor thesis we encountered both fear and unwillingness to share working methods which got us further interested about the problems of coordinating environmental management regarding those actors that we interpret has the most influence over environmental management in product chains. Purpose of the Study & Research Question: Our purpose is to investigate and describe how actors in the public eye (APE) manage the coordination of environmental management. We try to see the big picture to find if there is an approach towards individual actors or is there an approach towards a coordinated web. Our research question is: Which factors are perceived as important when coordinating environmental management in product chains? State of Knowledge: The state of knowledge is divided into six categories: The big picture shows how the environmental field is broad and rather unclear. The individual focus on the environmental individual and manager as well as required skills. In communication and language it is described that there are different languages used, that concepts can have different meanings and how communication can facilitate information sharing. Processes and networks focus on information exchange and how to overcome process difficulties. Followed by the chain perspective which states the importance of a supply chain management approach. iv Lastly, in reflection of the state of knowledge, we conclude that there is not one single actor instead a web of life cycle coordinators in the product chain. Methodology: The study is based on interviews with company representatives from the two steps in the fluff product chain that were most life cycle active and characterized as APE companies. The method used for this research is based on qualitative in-depth interviews with environmental representatives working at these companies about their work and experiences. We also conducted an analysis of literature and scientific articles. Limitations: This study focus on life cycle coordinators, working with environmental management in product chains at companies identified as APE. We only study two steps of the product chain. Our study is proceeding from the coordination of environmental management in one product chain, we do not have a wide general understanding of the complexity working with many different product chains. Empirical Findings, Analysis & Conclusions: The empirical findings are divided into two themes; background and individual characteristics as well as focus on the life cycle coordinators role in a larger perspective. The analysis is based on the empirical findings and the state of knowledge and divided into six themes; background, view of themselves and their role, perceived drives vs. struggles, perceived critical factors for coordination of environmental management, networks and communication and finally the chain perspective. Success in the coordination of environmental management can be seen as a product of a number of factors including personal attributes, background, company circumstances and broad industry knowledge of the leader and social circumstances. We establish that life cycle coordinators are fighting for their cause and feel that the environmental goals are in opponent of the actual aims of the business. Top management support is vital, also company knowledge, interpersonal skills, committed and properly educated personnel as well as broad knowledge of environmental issues are critical factors for the coordination of environmental management. We establish that networking over traditional boundaries is of high importance for functioning environmental management in product chains. We conclude that environmental management is the combined work of many different people and departments who have ability to influence the supply chain, not just one single actor. Companies will search for environmental generalists. We establish there is a difference between internal and external coordination. This study shows that there is a progressing approach for a strengthened coordination web in the product chains.