Sustainable value chain analysis: a case study of Oxford Landing from "vine to dine"

Soosay, Claudine, Fearne, Andrew and Dent, Benjamin (2012) Sustainable value chain analysis: a case study of Oxford Landing from "vine to dine". Supply Chain Management, 17 1: 68-77. doi:10.1108/13598541211212212


Author Soosay, Claudine
Fearne, Andrew
Dent, Benjamin
Title Sustainable value chain analysis: a case study of Oxford Landing from "vine to dine"
Journal name Supply Chain Management   Check publisher's open access policy
ISSN 1359-8546
1758-6852
Publication date 2012-01-01
Sub-type Article (original research)
DOI 10.1108/13598541211212212
Open Access Status Not Open Access
Volume 17
Issue 1
Start page 68
End page 77
Total pages 10
Place of publication Bingley, United Kingdom
Publisher Emerald
Language eng
Formatted abstract
Purpose – The paper shows how sustainable value chain analysis (SVCA) can be used as a diagnostic tool to identify misalignment between resource allocation and consumer preferences, using a case study of the Oxford Landing wine chain, from South Australia to the UK.

Design/methodology/approach – The study incorporates a combination of value chain analysis (VCA) and life cycle analysis (LCA) in a single methodology to determine which activities, at each stage in the supply chain, create value (in the eyes of consumers) and the contribution of these activities to greenhouse gas emissions.

Findings – The case study demonstrates the value of comparing the consumer value associated with a particular activity with the emissions associated with that activity, as this draws the attention of managers, at each stage of the supply chain, to the potential trade-offs that exist and the danger of focusing on either one (adding value or reducing emissions) in isolation.

Research limitations/implications – The main limitation of the research methodology is that the study focuses on a single product (Oxford Landing) and a single chain to a single country (UK). Thus, it is difficult to generalise from the results of this single case study to the (South Australian) wine industry in general, without further information from other wineries and consumer perceptions of their brands in different parts of the world.

Practical implications – The case study highlights the importance of taking a holistic view when considering the sustainability of a product, process or chain – trade-offs between environmental benefits and consumer perceptions of value can have significant commercial implications. It also illustrates the potential for SVCA to be used as a guide for the allocation of research and development expenditure (public and private) in pursuit of sustainable competitive advantage.

Originality/value – The study is the first to combine LCA with VCA in a context that allows researchers, practitioners and policymakers to identify areas for improvement, in what they do and how they do it.
Keyword Sustainability
Value chain analysis
Life cycle analysis
South Australian wine
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: School of Agriculture and Food Sciences
 
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