Green supply chain management in Indian Electronics & Telecommunication Industry

The study investigates the Green Supply Chain Management practices adopted by the Electronics & Telecommunication Industry in India. Study focuses on the impact of environmental collaboration in the supply chain on manufacturing and environmental performance. This paper used inductive and qualitative approaches to explore the salient factors that simultaneously enhance the “greening the supply chain” as well as maximizing the customer reach while maintaining the efficiency of the supply chain system of Electronics & Telecommunication Industry. A survey was conducted with key informants across many divisions of the Electronics & Telecommunication Industry to investigate how well these environmental and customer reach in the supply chain are in synchronized with the top management's commitment towards environmental responsiveness and maximizing customer orientation. The responses to the survey were statistically analyzed and a relationship model was constructed with Market orientation as the dependent variable and independent variables as: environmental policies, supplier policies, commitment to human capital and diversity, sustainability and market orientation. The paper proposes to measure the performance of the corporation with respect to greening the supply chain, maximizing the reach of consumers and operational efficiency with a view of re-engineering the existing supply chain. The key indicators identified were environmental policies, supplier policies, sustainability, market orientation and commitment to human capital and diversity. The questionnaires have been developed by submitting the statements to respondents and discussing with experts, who were believed to have knowledge of the subject for fair judgment. The target respondents of our survey were requested to indicate, using a five-point Likert scale, the extent to which they perceived their companies implementing each of the dimensions of Green Supply Chain Management practices. The data was analyzed using mean score. These dimensions are represented in the form of questionnaire, for measuring the different facets of Green Supply Chain Management practices implementation, enabling industries to evaluate their strength and weakness in the course of implementing these practices. The approach used in the study includes an in depth interviews and questionnaire surveys. The electronics and telecommunication products industry in India were sampled for empirical study. Results indicate that performance of eco procurement, eco logistics design, eco product design & eco manufacturing practices in response to the current wave of green issues and also environmental performances of the electronics and telecommunication industry.