Examining green production and its role within the competitive strategy of manufacturers

Baines, Tim; B own, S e e; Benede ini, O nella; Ball, Pe e A icle Examining g een p oduc ion and i s ole wi hin he compe i i e s a egy o manu ac u e s Jou nal o Indus ial Enginee ing and Managemen (JIEM) P o ided in Coope a ion wi h: The School o Indus ial, Ae ospace and Audio isual Enginee ing o Te assa (ESEIAAT), Uni e si a Poli ècnica de Ca alunya (UPC) Sugges ed Ci a ion: Baines, Tim; B own, S e e; Benede ini, O nella; Ball, Pe e (2012) : Examining g een p oduc ion and i s ole wi hin he compe i i e s a egy o manu ac u e s, Jou nal o Indus ial Enginee ing and Managemen (JIEM), ISSN 2013-0953, OmniaScience, Ba celona, Vol. 5, Iss. 1, pp. 53-87, h ps://doi.o g/10.3926/jiem.405 This Ve sion is a ailable a : h ps://hdl.handle.ne /10419/188479 S anda d-Nu zungsbedingungen: Die Dokumen e au EconS o dü en zu eigenen wissenscha lichen Zwecken und zum P i a geb auch gespeiche und kopie we den. 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I he documen s ha e been made a ailable unde an Open Con en Licence (especially C ea i e Commons Licences), you may exe cise u he usage igh s as speci ied in he indica ed licence. h ps://c ea i ecommons.o g/licenses/by-nc/3.0/ JIEM, 2012 – 5(1):53-87 – Online ISSN: 2013-0953 – P in ISSN: 2013-8423 h p://dx.doi.o g/10.3926/jiem.405 - 53 - Examining g een p oduc ion and i s ole wi hin he compe i i e s a egy o manu ac u e s Tim Baines1, S e e B own2, O nella Benede ini3, Pe e Ball4 1As on Business School, 2Uni e si y o Exe e Business School, 3Ins i u e o Manu ac u ing, Uni e si y o Camb idge, 4C an ield Uni e si y (UNITED KINGDOM) .baines@as on.ac.uk; s e e.b own@exe e .ac.uk; ob25[email p o ec ed]; p.d.ball@c an ield.ac.uk Recei ed Sep embe 2011 Accep ed Ma ch 2012 Abs ac : Pu pose: This pape e iews cu en li e a u e and con ibu es a se o indings ha cap u e he cu en s a e-o - he-a o he opic o g een p oduc ion. Design/me hodology/app oach: A li e a u e e iew o cap u e, classi y and summa ize he main body o knowledge on g een p oduc ion and, ansla e his in o a o m ha is eadily accessible o esea che s and p ac i ione s in he mo e mains eam ope a ions managemen communi y. Findings: The exis ing knowledge base is somewha agmen ed. This is a ela i ely unexplo ed opic wi hin mains eam ope a ions managemen esea ch and one which could p o ide ich oppo uni ies o u he explo a ion. O iginali y/ alue: This pape se s ou o e iew cu en li e a u e, om a mo e con en ional p oduc ion ope a ions pe spec i e, and con ibu es a se o indings ha cap u e he cu en s a e-o - he-a o his opic. Keywo ds: g een, p oduc ion, ope a ions, compe i i e s a egy Jou nal o Indus ial Enginee ing and Managemen - h p://dx.doi.o g/10.3926/jiem.405 - 54 - 1 In oduc ion The e m “g een” is now widely used, al hough i s o igins lie mo e in he popula p ess han he scien i ic communi y. Inc easingly, he e m is used in e changeably on he mo e es ablished “sus ainabili y” concep , and so his means aking a holis ic iew o en i onmen al, social and economic impac (Dobe s & Wol , 2000; Kleindo e , Singhal, & an Wassenho e, 2005; Rahimi a d & Clegg, 2007; Saha & Da n on, 2005; Selige , Kim, Ke nbaum & Ze l, 2008). Elking on (1997, p. 22) p esen s he challenge o achie e sus ainabili y as “an unp eceden ed sou ce o comme cial oppo uni y o compe i i e companies, h ough echnological inno a ion and imp o ed eco-e iciency”. The unde pinning assump ion is ha inancial success can be made consis en wi h an e hical, en i onmen and socie y compliance (Dobe s & Wol , 2000; Mohan y & Deshmukh, 1998; S ead & S ead, 2000). Acco dingly, g een manu ac u e s a e hose ha make a commi men o a wide and long- e m assessmen o he impac o hei ac i i ies and, he eby, o in luence issues such as people’s quali y o li e and well-being, p o ec ion and secu i y, economic g ow h, social and economic jus ice (Ha , 1995; Saha & Da n on, 2005). As p esen ed la e , we see g een p oduc ion is now commonly seen as “ he applica ion o en i onmen ally and socially sensi i e p ac ices o educe he nega i e impac o manu ac u ing ac i i ies while, a he same ime, ha monising he pu sui o economic bene i s”. G een p oduc ion is apidly g owing in impo ance (B and , 2007; Co be & Klassen, 2006; Dills & S one, 2007; S ead & S ead, 2000). As popula ions g ow, and eme ging economies expand, he plane ’s ecosys ems and esou ces a e expe iencing emendous challenges (de Bu gos & Cespedes, 2001; Es y & Wins on, 2009; Ha , 1995; Indus y Today, 2010; Kleindo e e al., 2005; Mohan y & Deshmukh, 1998). P oduc ion sys ems, ha supply he g owing demand o goods, a e linked o ad e se en i onmen impac s (F osch & Gallopoulos, 1989). Fo example, as coun ies such as China enjoy he bene i s o li es yles close o hose o he wes e n socie ies, he impac o human ac i i ies is es ima ed o ise en- old by 2050 (Lisney, Riley & Banks, 2003). U gen measu es a e needed o be aken o achie e a pi o al change in he way socie y in gene al, and indus y in pa icula , manages na u al esou ces (B and , 2007; Lee, 2008; Lisney e al., 2003). As a consequence, many go e nmen s ha e o mally emb aced en i onmen al policies and egula ions, and he ee ma ke is placing a clea p emium on hose companies who a e able o o e g een c eden ials (B and , 2007; Miles & Co in, 2000; Saha & Da n on, 2005; Sa kis & Co dei o, Jou nal o Indus ial Enginee ing and Managemen - h p://dx.doi.o g/10.3926/jiem.405 - 55 - 2001; Yang, Lin, Chan & Sheu, 2010). Fo “p oduc ion” based companies, such g een c eden ials can be achie ed in a numbe o ways including he ma e ials used wi hin p oduc s, how p oduc s a e p oduced, and he ease o dealing wi h a p oduc a he end o i s li e. Recen yea s ha e seen a apid expansion in bo h he in e es and body o li e a u e on g een p oduc ion. In 2001, Dangayach and Deshmukh (2001) ecognised he ela i ely in an ile na u e o en i onmen al ma e s in he mains eam manu ac u ing and ope a ions s a egy esea ch and a gued o mo e s udies in his a ea. Ye in Oc obe 2007, Rahimi a d and Clegg (2007), in hei edi o ial o he special issue on sus ainable design and manu ac u e o he In e na ional Jou nal o P oduc ion Resea ch, concluded ha he e is an u gen and impe a i e need o u he esea ch in e e y phase o a p oduc ’s li e-cycle. The e is li le o indica e ha he challenges pa icula o p oduc ion ope a ions a e any excep ion. This si ua ion is succinc ly cap u ed by Kleindo e e al. (2005) when hey a gue ha we mus enla ge ou pe spec i e in ope a ions managemen o include “ he plane ” because companies will be expec ed o do so. The mo e mains eam ope a ions managemen communi y s ill lacks, howe e , a cohesi e unde s anding o g een p oduc ion. While hose wi hin he sus ainabili y communi y may be ully con e san wi h he in e p e a ions, ideas, and me hods associa ed wi h G een, his is no necessa ily he case wi h hose p ac i ione s and esea che s om mo e mains eam p oduc ion ope a ions managemen . This he e o e is he mo i a ion behind ou esea ch. This pape se s ou o e iew cu en li e a u e, om a mo e con en ional p oduc ion ope a ions pe spec i e, and con ibu es a se o indings ha cap u e he cu en s a e-o - he-a o his opic. In pa icula , i examines he e olu ion o g een e minology, ca ego ises g een p oduc ion ypes, and he ole ha g een p oduc ion can ake in he compe i i e s a egy o a manu ac u e . This pape is s uc u ed o i s p esen he li e a u e e iew me hodology ha has been used, along wi h he esea ch ques ions ha ha e ini ially been used o guide he iden i ica ion and analysis o a icles. The indings om his e iew a e hen p esen ed, discussed and conclusions d awn. 2 Resea ch p og amme 2.1 Aim, scope and guiding esea ch ques ions The gene al aim o his pape is o cap u e, classi y and summa ize he main body o li e a u e on g een p oduc ion and, ansla e his in o a o m ha is eadily Jou nal o Indus ial Enginee ing and Managemen - h p://dx.doi.o g/10.3926/jiem.405 - 56 - accessible o esea che s and p ac i ione s in he mo e mains eam ope a ions managemen communi y. Se ing he scope o his s udy has i sel been challenging. As men ioned ea lie , he e m “g een” is cu en ly in ogue wi h he popula media, and ye ends o lack a igo ous scien i ic basis. Many a icles a e gi en a “g een-wash” o inc ease hei appeal. To deal wi h his issue, his e iew has ocused on hose publica ions ha a emp o make a subs an i e con ibu ion o he ield; in pa icula , hose ha submi o p o ide g een de ini ions, concep s, cases and challenges. Simila ly, a de ini ion o p oduc ion has also been necessa y o scope his li e a u e e iew, which we ha e gene ally e e ed o as a con e sion p ocess dealing wi h physical ma e ials and disc e e componen s. This pape deals exclusi ely wi h manu ac u ing, and ou side ou scope ha e been pape s ha deal wi h ag icul u e, cons uc ion, pe ochemical, and mining. Also, we ha e ocused a he le el o he business, a he han na ional o in e na ional policy, and so a icles dealing wi h such opics as clima e change, go e nmen policy, enewable ene gies, eco-ci ies, and li e-cycle analysis ha e been excluded in ou pape unless hey a e di ec ly ele an o his e iew. To guide he li e a u e e iew p ocess i has been necessa y o ansla e he aim in o a se ies o esea ch ques ions. He e, i is impo an o emphasise ha hese ques ions ha e been gene a ed by he esea ch eam o ini ially seed he li e a u e e iew p ocess and elici ele an knowledge (see Baines, Ligh oo , Williams & G eenough, 2006; Benede ini, Baines, Ligh oo & G eenough, 2009 o a u he illus a ion o his p ocess). These ques ions we e used o gene ally guide he iden i ica ion and sc eening o he li e a u e, and consis ed o :  Wha is he meaning o “g een” p oduc ion, and how does i ela e o he o he associa ed e minology?  How does g een p oduc ion di e om con en ional ways o doing business, and wha a e he consequences?  Whe e a e he leading examples o g een p oduc ion p ac ice?  Wha a e he mo i es and hu dles o adop ing g een p oduc ion, and whe e a e he challenges o add ess in he u u e o i s de elopmen ?  How does g een p oduc ion ela e o compe i i e s a egy, and wha oles may be aken? Jou nal o Indus ial Enginee ing and Managemen - h p://dx.doi.o g/10.3926/jiem.405 - 57 - 2.2 Planning and execu ion o he e iew E en using he scoping p ocess summa ies abo e, he e is an eno mous olume o publica ions and publica ion sou ces pe aining o add ess g een issues. This e iew has, he e o e, cen e ed on he Business Sou ce Comple e Da abase, which o e s access o he mos ele an schola ly, go e nmen , and gene al in e es publica ions. I co e s a wide ange o sou ces including he Jou nal o Cleane P oduc ion, Long Range Planning, Business S a egy and he En i onmen , he Jou nal o En i onmen al Managemen , Ecological Economics, G eene Managemen In e na ional, and he ecen ly es ablished In e na ional Jou nal o Sus ainable Enginee ing. In addi ion, his da abase co e s a leading collec ion o business publica ions, including hose om he Ha a d Business Re iew, he In e na ional Jou nal o P oduc ion Economics, he In e na ional Jou nal o Ope a ions and P oduc ion Managemen , and he In e na ional Jou nal o P oduc ion Resea ch. A ange o keywo ds we e ini ially iden i ied om he esea ch ques ions, hese included “g een”, “sus ainable”, “en i onmen al” o “en i onmen ally-” “clean” o “cleane ”, “ecological” o “eco-e icien ”. The wo d “p oduc ion” was combined as an addi ional keywo d in o de o ensu e some di ec ele ance o he publica ions o he scope o he e iew. Se e al sea ch s ings we e also iden i ied by eplacing he keywo d “p oduc ion” wi h jus “manu ac u ing” o wi h he names o he unc ional a eas ha businesses can in ol e in hei g eening plans, like “ope a ions”, “ma ke ing”, “managemen ”, and “s a egy”. Finally, keywo ds we e conside ed o some sec o -speci ic in e p e a ions o he g een p oduc ion iew, namely “e hical”, “o ganic” and “ ai - ade”. Ini ially, he sea ch o publica ions was cons ained o hose published in he las en yea s. Then, as he sea ch ma u ed and he ypology o he li e a u e in his ield became mo e appa en , he e iew was na u ally ex ended. Using he ini ial sea ch c i e ia and da abase some 2700 publica ions we e iden i ied. Duplica es we e emo ed and each was assessed o ele ance. Abs ac s and con en s we e hen conside ed in u he dep h and, h ough his p ocess, he numbe o ele an publica ions educed o 72. Subjec i i y o his p ocess was educed h ough a panel p ocess including wo independen esea che s. The e iew was enhanced by c oss-checking o e e ences which inc eased he lis o 110. These 110 pape s o med he basis o his e iew pape . Finally, i should be no ed ha we ha e no a emp ed o e e ence e e y ele an a icle in his e iew; a he we ha e sough o emphasis hose ha appea mos ele an o ou Jou nal o Indus ial Enginee ing and Managemen - h p://dx.doi.o g/10.3926/jiem.405 - 58 - pu pose. Consequen ly, an in dep h pe usal o ewe , well selec ed publica ions was a ou ed a he han inclusion o a b oad ange o po en ially ele an da a sou ces. 2.3 Resul s o he sea ch p ocess Ci ed a la ge numbe o imes in he subsequen li e a u e, Ha (1995, 1997) and Po e and an de Linde (1995) can be conside ed as seminal au ho s in he ield. La ge con ibu o s ha e also been made by au ho s such as Azzone, Be elè and Noci (1997); Azzone and Noci (1998a, 1998b), Kleindo e e al. (2005) and S i as a a (2007). In gene al, au ho s publishing g een p oduc ion ha e been om he USA o he UK han o he na ions. Howe e , a ew ele an pape s ha e also eme ged om o he Eu opean coun ies, especially I aly (Azzone & Be elè, 1994; Azzone e al., 1997; Azzone, Bianchi, Mau i & Noci, 1997; Azzone & Noci, 1998a, 1998b) and Ge many (Selige , Kim e al., 2008; Seu ing, 2004). In addi ion, ecen yea s ha e seen inc easing con ibu ions om Asian coun ies, including China (Hui, He & Dang, 2002; Lu, Wu, & Kuo, 2007), Taiwan (Chiang & Tseng, 2005; Lee, 2008) and India (Sangwan, 2006; S i as a a, 2007). Resea ch on g een p oduc ion has o igina ed a s eady ou pu o publica ions o e ime. These a e dissemina ed ac oss a la ge numbe o scien i ic as well as p ac i ione jou nals. In iguingly, some o he mos ele an a icles discussing he p inciples, pe spec i es, and challenges o g een p oduc ion ha e appea ed on gene al in e es i les, such as he Ha a d Business Re iew (Ha , 1997; Kleine , 1991; Po e & an de Linde, 1995; Reinha d , 1999), he Academy o Managemen Re iew (Ha , 1995) o he In e na ional Jou nal o Ope a ions and P oduc ion Managemen (de Bu gos & Cespedes, 2001). Technical pape s ocusing on ools and echniques o g een p oduc ion a e p edominan on sec o speci ic jou nals, wi h a leading con ibu ion o he Jou nal o Cleane P oduc ion, Business S a egy and he En i onmen , and he Jou nal o Business E hics. Collec i ely, esea ch on g een p oduc ion has co e ed a ange o opics. Abou 22% o he e iewed pape s discuss he g een p oduc ion iew o p o ide al e na i e classi ica ions o g een p oduc ion app oaches. A u he 10% o he au ho s ocus on he d i e s o en i onmen al beha iou and in es iga e he ac o s ha a ec he g een a i udes o p oduc ion companies. O he ele an opics a e ela ed o g een ope a ions, wi h 36% o he e iewed pape s alling in his a ea. He e, he pape s discuss he impac o g een p oduc ion on he ope a ions unc ion (8%) o ocus on speci ic aspec s o g een ope a ions, including cleane echnologies (10%), en i onmen al managemen sys ems (5%), g een supply and p oduc chain managemen (11%), and g een ma ke ing (6%). Su p isingly, he e Jou nal o Indus ial Enginee ing and Managemen - h p://dx.doi.o g/10.3926/jiem.405 - 59 - a e no many pape s ha explici ly add ess p inciples o g een p oduc design, he opic being deal wi h in he mo e gene al domain o p oduc s ewa dship p ac ices. This is consis en wi h S i as a a (2007) who ound he p oblem con ex o g een ope a ions o be much wide han he one o p oduc inno a ion. 3 Gene a ion o key indings 3.1 A de ini ion o g een p oduc ion The e m “g een” is used equen ly in e e yday li e, and ye i s de ini ion ends o be ambiguous (Saha & Da n on, 2005; Roa y, 1997; Kleine , 1991; Elsayed, 2006). I is commonly associa ed wi h a wide ange o issues, such as eco- iendly li ing, ecycling, ene gy sa ing, was e managemen , pollu ion educ ion, o se ing, e c. In iguingly, he e a e ela i ely ew o mal de ini ions o g een p oduc ion gi en wi hin he li e a u e (see able 1). When conside ed in a p oduc ion con ex , g een is eadily used as an umb ella e m co e ing a ange o concep s, such as “en i onmen ally-conscious”, “e hical”, “o ganic” and “ ai - ade” p oduc ion. These concep s add ess speci ic o ms o p oduc ion, namely:  En i onmen ally-conscious: Indus ial companies make hemsel es commi ed wi h slowing down he deg ada ion o he na u al esou ces and he plane ’s ecosys ems.  E hical: Business en e p ises ake esponsibili y o he igh s o he wo ke s in hei supply chains acco ding o speci ic labou s anda ds o codes o p ac ice (e.g. E hical T ading Ini ia i e code in he UK).  Fai - ade: Buye s accep o pay p ices abo e ma ke le els o p oduc s o disad an aged o ma ginalised p oduce s, ypically om he Thi d Wo ld, when hese p oduc s a e p o ided wi h he ai - ade label.  O ganic: Food manu ac u e s o p oduce s o ce ain non- ood i ems, such as heal h and beau y p oduc s o ex iles, ob ain a ce i ica ion om an en i led o ganiza ion, (e.g. in he UK, he Depa men o En i onmen , Food and Ru al A ai s, he O ganic Soil Associa ion, he O ganic Food Fede a ion) meaning ha hei p oduc s a e made om a balanced li ing soil. Jou nal o Indus ial Enginee ing and Managemen - h p://dx.doi.o g/10.3926/jiem.405 - 60 - Au ho De ini ion Melnyk and Smi h (1996) A sys em ha in eg a es p oduc and p ocess design issues wi h issues o manu ac u ing planning and con ol in such a manne as o iden i y, quan i y, assess, and manage he low o en i onmen al was e wi h he goal o educing and ul ima ely minimizing en i onmen al impac while also ying o maximize esou ce e iciency Shiino (1999) The manu ac u ing aiming a he symbiosis wi h he global en i onmen Yang, Lu, Guo & Yamamo o (2003) An ad anced manu ac u ing model o ealize he sus ainable de elopmen o indus ies Sangwan (2006) The in e sec ion o p oduc de elopmen and manu ac u ing p ac ices wi h en i onmen al issues and conce ns Chien and Shih (2007) A manu ac u ing mode designed o minimize he en i onmen al impac in he manu ac u ing p ocesses o p oduc s Zhang and Wang (2005) The applica ion o sus ainable science o he manu ac u ing indus y Liu, Chen, Kang, Ngai & Li (2005) A mode n manu ac u ing mode conside ing bo h he en i onmen al impac and he esou ce consump ion du ing he whole p oduc li e cycle, om design, ab ica ion, packaging, anspo a ion, usage, ecycling, o was e disposal, and i s objec i e is o minimise he nega i e en i onmen al impac s and maximise he u iliza ion a e o esou ce, and ha monize op imiza ion o economic bene i and social bene i wi h he maximum in eg a ed bene i Liu, Yin, Cao & Yan (2005) The embodimen o he sus ainable de elopmen s a egy and he cycle economy mode in mode n manu ac u ing Polca i (2007) Making a comp ehensi e commi men o en i onmen ally benign p ac ices ac oss he spec um o he manu ac u ing p ocess Su o (2007) Reducing o elimina ing any nega i e impac on he en i onmen by a company’s acili ies Indus ial Enginee (2007) The design and comme cializa ion o p ocesses and p oduc s ha a e easible and economical while minimizing pollu ion gene a ion a he sou ce and isk o human heal h and he en i onmen He, Liu, Cao & Zhang (2005) Gla ič and Lukman (2007) A mode n manu ac u ing mode ha akes in o conside a ion esou ce consump ion and he en i onmen al impac Sus ainable p oduc ion is c ea ing goods by using p ocesses and sys ems ha a e non-pollu ing, ha conse e ene gy and na u al esou ces in economically iable, sa e and heal hy ways o employees, communi ies, and consume s and which a e socially and c ea i ely ewa ding o all s akeholde s o he sho - and long- e m u u e Table 1. De ini ions o g een p oduc ion The e m, g een, is o en in e changed wi h “sus ainable” (Chien & Shih, 2007; He e al., 2005; Indus ial Enginee , 2007; Liu, Chen e al., 2005; Liu, Yin e al., 2005; Melnyk & Smi h, 1996; Polca i, 2007; Sangwan, 2006; Shiino, 1999; Su o , 2007; Yang e al., 2003; Zhang & Wang, 2005). The downside o such a la ge ange o e ms can hinde p og ess possible in academia and indus y (Abdul Rashid, E ans & Longhu s , 2008). The esea ch li e a u e p o ides a igh de ini ion o he concep o sus ainabili y, which in p inciple is conce ned wi h mee ing “ he needs o he p esen wi hou comp omising he abili y o u u e gene a ions o mee hei own needs” (Wo ld Commission on En i onmen and De elopmen , 1987, p. 43). In sho , sus ainabili y calls o p oduc ion en e p ises o make a commi men o he u u e and assume comp ehensi e esponsibili y o he oo p in hey lea e behind (de Bu gos & Cespedes, 2001; Ha , 1995, 1997; Seu ing, 2004; S ead & S ead, 2000). F om a p ac ical poin o iew, he sus ainabili y ision is popula ly associa ed wi h he T iple Bo om Line (3BL) amewo k, which en ails measu ing o ganisa ional and socie al success h ough he h ee Ps o people, plane and p o i Jou nal o Indus ial Enginee ing and Managemen - h p://dx.doi.o g/10.3926/jiem.405 - 67 - 1999). Simila ly, ake back o used machines is common o se e al manu ac u e s o elec onic p oduc s, such as Canon, Kodak, IBM, HP (Reinha d , 1999). G een supply-chain managemen (GSCM) is gaining inc easing in e es among esea che s and p ac i ione s o ope a ions and supply chain managemen . G owing impo ance is d i en mainly by he escala ing de e io a ion o he en i onmen , e.g. diminishing aw ma e ial esou ces, o e lowing was e si es and inc easing le els o pollu ion. The scope o GSCM anges om eac i e moni o ing o he gene al en i onmen managemen p og ammes o mo e p oac i e p ac ices implemen ed h ough Rs (Reduce, Re-use, Rewo k, Re u bish, Reclaim, Recycle, Remanu ac u e, Re e se logis ics, e c.) S i as a a (2007). Collec i ely, his clus e ing o exis ing esea ch helps o bo h, illus a e how companies p esen hei g een c eden ials, and app ecia e whe e p e ious wo k has ocused. O e all, his si ua ion can be summa ised as: Finding 3: G een p oduc ion c eden ials a e claimed by: p oduc s om g eene ma e ials, p oduced by g eene ope a ions and p ocess, deli e ing g eene ou comes, and being g eene o dispose o a he end o hei li e. 3.4 Examples o success ul g een p oduc ion in p ac ice The e a e many companies ha pu po o ha e inco po a ed g een issues in o hei business p ac ices. Again, he ela i ely open de ini ion o g een means ha i is di icul o eliably iden i y he be e examples. Rankings a e now a ailable ha lis such companies and e lec hei ela i e pe o mance. These include he “Dow Jones Sus ainabili y G oup Indexes” (Dow Jones Indexes, 2011) which aims a enabling a mo e anspa en assessmen o sus ainabili y d i en companies on he inancial ma ke (Dobe s & Wol , 2000), “The global 100 mos sus ainable co po a ions” p ojec (Global 100, 2011), which each yea eleases he lis o he op 100 co po a ions in he wo ld based on specialis e alua ion o achie emen s on social, en i onmen al, and s a egic go e nance issues, he “Global Repo ing Ini ia i e” (GRI, 2011), which de elops and dissemina es globally applicable guidelines o sus ainabili y epo ing, and he “Clima e Coun s Company Sco eca d” (Clima e Coun s, 2011), which uses 22 c i e ia o de e mine companies” indi idual con ibu ion o s op clima e change. Simila ly, g een o ganisa ions and a ange o publica ions, including “The Sunday Jou nal o Indus ial Enginee ing and Managemen - h p://dx.doi.o g/10.3926/jiem.405 - 68 - Times”, “Business Week”, and “The Independen ” in he UK, all p opose hei own lis s o op g een companies. O ganisa ion Sec o Desc ip ion Link 3M Technology p oduc s o a ious applica ions Sus ainabili y policies and p ac ices di ec ly linked o he undamen al co po a e alues www.3m.com BMW Au omobiles Sus ainable business managemen as pa o co po a e philosophy. Membe o he “Dow Jones Sus ainabili y G oup Index” www.bmwg oup.com Du Pon Science p oduc s o he ag icul u e, cons uc ion, anspo a ion and communica ion sec o s Sa e y and en i onmen al p o ec ion goals in eg a ed in o he o al alue p oposi ion and he business model. Suppo o p og ams and non-p o i o ganisa ions ha add ess social p og ess o he communi ies in which i ope a es www.dupon .com Eco e Ecological de e gen s and cleansing p oduc s En i onmen al policy cen al o i s p oduc s and all company depa men s www.eco e .com IBM Compu e echnology Commi men o en i onmen al leade ship in i s ope a ions, p oduc design and use o echnology. Suppo o communi ies in need h ough a ge ed g an s o echnology and p ojec unds www.ibm.com IKEA Fu ni u e Inco po a ion o a numbe o en i onmen al s a egies in o i s p oduc de elopmen . Ecology and social esponsibili y ini ia i es a i s s o es www.ikea.com McDonald’s Foodse ice Go e nance s uc u e o i s supply chain aiming a ensu ing sus ainable ag icul u al and ood manu ac u ing p ac ices. En i onmen al esponsibili y ac ions a i s es au an s www.mcdonalds.com Monsan o Seeds o ag icul u e and he bicides Use o bio echnology o p oduce high yield and mo e en i onmen ally iendly solu ions han adicional ag icul u e. E hical code imposed o all business pa ne s www.monsan o.com Pa agonia Clo hing Mission s a emen : using business o inspi e and implemen solu ions o he en i onmen al c isis. Assu ance o sa e, ai and humane wo king condi ions a i s ac o ies www.pa agonia.com Sony Elec onic p oduc s Wide ange o ini ia i es, also in collabo a ion wi h i s s akeholde s, aiming a main aining a heal hy global en i onmen o u u e gene a ions. Social con ibu ion ac i i ies p omo ing educa ion and socie y de elopmen in he a eas whe e i conduc s business www.sony.ne The Body Shop In e na ional Cosme ic p oduc s Co e alues in a oiding animal es ing, ac ing sel es eem, de ending human igh s, p o ec ing he plane and suppo ing communi y ade www. hebodyshop.co m The Coca-Cola Company Be e age p oduc s Sus ainabili y s a egy which in ol es he company and six o i s la ges bo ling pa ne s www. hecoca- colacompany.com The Dow Chemical Chemical p oduc s Public commi men o he pu sui o global solu ions o en i onmen al issues, especially clima e change and ene gy supply. Ex ensi e p og ammes o educe he impac o he company’s ope a ions on si e communi ies www.dow.com Table 3. Examples o g een companies Such ankings, howe e , use di e en c i e ia o judge he g een c eden ials o a business, and di e en me hods o judge how well hese a e being ealised in p ac ice. Fo example, mos leading companies ha e included a commi men o social conce ns in o hei g een s a egies ( able 3). Popula examples a e Coca Cola, 3M and BMW. Wo king in collabo a ion wi h i s la ges bo ling pa ne s, Coca Cola has de eloped a plan o sus ainabili y which in ol es i s global p oduc ion, ma ke ing and dis ibu ion sys ems, while 3M and BMW a e ecognised as leade s in Jou nal o Indus ial Enginee ing and Managemen - h p://dx.doi.o g/10.3926/jiem.405 - 69 - g een managemen wi h hei p e-emp i e s a egies ha ha e in luenced o e all indus y sec o s (Ha , 1995, 1997; Po e & an de Linde, 1995). In a b oade o m o collabo a ion is indus ial symbiosis whe e indus y wo ks oge he o sha e o ade esou ces o o e all bene i (Bee s & Biswas, 2008; S a el & Yan, 2008). When sea ching o he be e examples o g een, an impo an ac o o conside is he ex en o which a business as ac i ely p omo ed i sel . G een philosophies ha e been inco po a ed by companies in o he co po a e cul u e also be o e he concep o sus ainabili y was coined. Examples include “The Body Shop” (Polonsky, 1994), “Pa agonia” and “Eco e ” (Howa h, 2007) ha ha e adi ionally p esen ed g een issues as an essen ial elemen o b and iden i y. Public opinion seems o be a ac ed by companies ha , like hese, ha e e ec i ely communica ed hei g een conce ns. These a e h ough p oduc changes, a he han a ca e ul conside a ion o he ac ual con ibu ion o en i onmen al and social ma e s. He e, p oduc ion p ocess inno a ions and end-o -li e eco e y schemes, such as he 3M’s “Pollu ion P e en ion Pays”, he Dow’s “Was e Reduc ion Always Pays” p og ammes (Gup a, 1995; Ha , 1995; Miles & Co in, 2000; Mon , 2000), o he Xe ox’s lease and ake- back solu ion (Ha , 1995, 1997; Richa ds, 1994), ha e ecei ed less a ou , e en hough hey ha e allowed he hos companies o imp o e en i onmen al alue while, a he same ime, d ama ically educe hei cos s. We ha e a emp ed o cap u e his si ua ion in he ollowing inding: Finding 4: Iden i ying he be e examples o g een p oduc ion is augh wi h di icul y, wi h exis ing ankings p o iding only limi ed guidance and ele ance, as hese appea o be hea ily in luenced by he ex en o which business sel -p omo e p omo e hei g een c eden ials. 3.5 D i e s o g een p oduc ion wi hin business The e a e many e hical easons o he adop ion o g een p oduc ion. Howe e , aking a mo e clinical business iew, he mo i es o adop ing g een p oduc ion p inciples can be g ouped in o h ee ca ego ies. Regula ion compliance The e is a g owing body o en i onmen al egula ions (e.g. in Eu ope, ELV 2000, WEEE 2003, RoHS 2003, PPW 2004, EUP 2005, REACH 2007) and also ISO9001, ISO14000, and OHSAS18000 ha a e o cing companies o educe hei esou ce consump ion, o minimise hei was e, and o ake esponsibili y o he ake-back Jou nal o Indus ial Enginee ing and Managemen - h p://dx.doi.o g/10.3926/jiem.405 - 70 - o p oduc s a he end o he use phase (Kleindo e e al., 2005; an Hillege sbe g e al., 2001). Howe e , he e a e also o he mo i es ha cu en ly d i e companies o engage in g een p oduc ion. Acco ding o Williamson, Lynch-Wood & Ramsay (2006), hese can be classi ied in o “business case” and “business pe o mance” mo i es. Ma ke alue The oppo uni y o companies o use g een pe o mance o enhance hei epu a ion and s eng hen hei posi ion in he ma ke place cons i u es he business case o g een p oduc ion. Financial ins i u ions inc easingly p ice companies acco ding o hei social and en i onmen al liabili ies, hus leading in es o s o ake in o conside a ion co po a e g een epu a ion du ing hei acquisi ion decisions (Dobe s & Wol , 2000; Fai child, 2008). In a simila way, po en ial s a egic pa ne s, such as go e nmen agencies, supplie s, banks and o he lende s, cu en ly appea much mo e sensi i e o social and en i onmen al pe o mance when selec ing companies o c ea e alliances (Miles & Co in, 2000). Indeed, in some business sec o s, companies a e claimed o be also spu ed by compe i o s” g een ac i ism (Polonsky, 1994). Mo eo e , cons an ly g owing p essu es a e being exe ed by non-go e nmen al o ganisa ions, such as G een Alliance in he UK o he Coali ion o En i onmen ally Responsible Economies (CERES) in he US, which call o a cen al ole o he en i onmen in public policy and business p ac ices (Azzone & Noci, 1998b; Miles & Co in, 2000; S ead & S ead, 2000). P oduc ion cos s Business pe o mance mo i es a e mainly ela ed o en i onmen al p o ec ion ac ions and gene ally unde s ood as oppo uni ies o cos sa ings and e iciency. Po e and an de Linde (1995) p o ide se e al examples o how en i onmen ocused inno a ions can help companies use a ange o inpu s mo e p oduc i ely. Such inno a ions include p ocess enhancemen s, mo e comple e ma e ial u ilisa ion, design simpli ica ions, elimina ion o unnecessa y packing, ecycling o sc aps, imp o ed seconda y ea men s, educed handling and disposal o discha ges, e c. The e is subs an ial empi ical e idence sugges ing ha he inc ease o esou ce p oduc i i y can o se he cos o en i onmen al imp o emen s, hus d i ing down he o al cos o p oduc ion (Azzone, Be elè & Noci, 1997; Co be & Klassen, 2006; Miles & Co in, 2000; O’B ien, 1999; P euss, 2001). In addi ion, adop ing an eco-e iciency pe spec i e can aid plan -le el p oduc i i y e o s (Kleindo e e al., 2005; Rusinko, 2007). He e, he iew o poo esou ce p oduc i i y as a o m o economic was e is seen o e oke Japanese managemen Jou nal o Indus ial Enginee ing and Managemen - h p://dx.doi.o g/10.3926/jiem.405 - 71 - echniques (Ha , 1995; Po e & an de Linde, 1995) and so o endo se he implemen a ion o app oaches such as o al quali y managemen , jus -in- ime, o lean p oduc ion (Kleindo e e al., 2005; Ha , 1995; de Bu gos & Cespedes, 2001; King & Lenox, 2001). This explo a ion o he d i e s o g een p oduc ion led o he ollowing inding: Finding 5: The e appea o be h ee key d i e s o he adop ion o g een p oduc ion ini ia i es, namely, egula o y demands, ma ke alue c ea ion and cos educ ion p og ammes. 3.6 Role o g een p oduc ion in compe i i e s a egy Many businesses a e keen o p omo e some g een c eden ials. Howe e , ealisa ion o hese goals does no a ec companies equally; a he i depends upon he ex en o hei g een aspi a ions. He e, Azzone and Noci (1998b) sugges ha he e a e i e s a egic g een al e na i es, hese being:  E angelis s a egy: E hical objec i es and implying a adical app oach o en i onmen al issues  P oac i e g een s a egy: An icipa ing compe i i e p essu es and implemen ing sys ema ic ini ia i es h oughou he whole supply chain  Responsi e s a egy: La gely sees he en i onmen as a echnical issue which can s ill be used o gain compe i i e ad an age  Reac i e s a egy: Company aims o comply wi h en i onmen al egula ions o cus ome s” en i onmen al equi emen s  Un esponsi e beha iou : A passi e pa e n o en i onmen al beha iou and ying o delay adop ion o g een p og ammes. Based on hei wo k in I aly, Azzone and Noci (1998b) go on o poin ou ha an E angelis s a egy will equi e mo e / di e en inancial and manage ial e o han a Reac i e s a egy. He e, en i onmen al and e hical conce ns may impac many o all company ope a ions, anging om he acquisi ion o aw ma e ials and ene gy, p oduc ion p ocess, echnologies and people, h ough o he o m o he deli e ed p oduc i sel . Fo example, a company ollowing an E angelical s a egy will a oid he use o haza dous ma e ials, will sou ce locally, ca y ou p oduc ake-back and ecycling, employ en i onmen ally iendly logis ics sys ems, e c. The amewo k by Jou nal o Indus ial Enginee ing and Managemen - h p://dx.doi.o g/10.3926/jiem.405 - 72 - Azzone and Noci (1998b) is hough p o oking; howe e , he li e a u e on s a egic manu ac u ing sugges s an al e na i e ca ego isa ion. The book “Res o ing ou compe i i e edge” by Hayes and Wheelw igh (1984) is amongs he mos ci ed ex s in he p oduc ion ope a ions managemen li e a u e. He e, ou possible oles a e iden i ied o manu ac u ing ope a ions wi hin business, namely: in e nally neu al, ex e nally neu al, in e nally suppo i e, and ex e nally suppo i e. The s a egic alue o p oduc ion is p og essi ely g ea e o each s age. As illus a ed below, his classi ica ion can be eadily ansla ed in o he concep o g een p oduc ion (see igu e 2). Figu e 2. Roles o g een p oduc ion wi hin compe i i e s a egy In e nally neu al G een p oduc ion s a egy He e, G een imp o emen s a e no expec ed o p o ide compe i i e ad an age and, he e o e, he aim o dealing wi h hem is jus o minimise po en ial nega i e impac s (e.g. axes, ines, legal sanc ions, emedia ion cos s). As a consequence, companies a his s age app oach g een issues as a de imen al cos o doing business, and so hey end o es ic hei ac ions o he minimum le el equi ed o compliance wi h egula ions. This is he ole ha mos s udies seem o imply when hey desc ibe he applica ion o pollu ion con ol echnologies (e.g. Rusinko, Pe spec i e S a egic a i ude NEUTRAL SUPPORTIVE •Fo ced by egula ions o educe he impac o hei business o he en i onmen and he communi y •P omo ing g een ini ia i es o educe cos s •Using g een c eden ials o win new cus ome s and in es o s •Seeking o be seen o be conscien ious abou g een issues by compe i o s, in e es g oups and he su ounding communi y INTERNAL EXTERNAL 12 34 Pe spec i e S a egic a i ude NEUTRAL SUPPORTIVE •Fo ced by egula ions o educe he impac o hei business o he en i onmen and he communi y •P omo ing g een ini ia i es o educe cos s •Using g een c eden ials o win new cus ome s and in es o s •Seeking o be seen o be conscien ious abou g een issues by compe i o s, in e es g oups and he su ounding communi y INTERNAL EXTERNAL 12 34 Jou nal o Indus ial Enginee ing and Managemen - h p://dx.doi.o g/10.3926/jiem.405 - 73 - 2007), al hough i is no excluded ha in es men s in s a e-o - he-a pollu ion con ol solu ions can lead o compe i i e ad an age (Gup a, 1995). Ex e nally neu al G een p oduc ion s a egy The ole o g een issues is s ill ega ded as neu al (a bes ) o compe i i e s a egy, bu neu ali y is pu sued agains ex e nal s akeholde s a he han in e nally o he company. He e, o ganisa ions ake g een imp o emen ini ia i es because hey seek o align wi h compe i o s o sa is y expec a ions o cus ome s, go e nmen s, in es o s, in e es g oups, and he su ounding communi y. This iew is pa icula ly p e alen in la ge co po a ions (B and , 2007, Vide as & Albe ini, 2000) as hey a e mo e isible and a e he e o e mo e likely o su e om a poo public image. In e nally suppo i e G een p oduc ion s a egy He e, he adop ion o g een poli ics is expec ed o p o ide clea and c edible suppo o he company’s compe i i e s a egy. In his ole, g een ini ia i es a e ega ded as oppo uni ies o educe cos s and so o suppo cos -based compe i i e s a egies. Such an a i ude is commonly associa ed wi h he shi om pollu ion con ol o pollu ion p e en ion echnologies (Ha , 1995; Polonsky, 1994; P euss, 2001; Rusinko, 2007; Sa kis & Co dei o, 2001) and, al hough o a lesse ex en , also o he in oduc ion o p oduc s ewa dship app oaches (Gup a, 1995). Ex e nally suppo i e G een p oduc ion s a egy Wi h his g een p ac ices do no simply con ibu e o co po a e s a egy, hey a e an essen ial pa o i . These a e companies ha use g een policies as a ool o a ac new cus ome s and in es o s. In p ac ice, hese companies a e p oposed o compe e p ima ily wi h he non-p ice ma ke ing a iables o epu a ion and p oduc di e en ia ion (Azzone & Be elè, 1994; Miles & Co in, 2000). Indeed, nume ous au ho s (Elsayed, 2006; Ha , 1995; Miles & Co in, 2000; Rusinko, 2007) acknowledge he exis ence o an unclaimed compe i i e space in which companies can gain sus ained ea ly mo e ad an ages h ough a epu a ion as g een companies. Simila ly, en i onmen al and social a ibu es o p oduc s a e claimed o ha e g owing impac on cus ome s” choices, o he end ha companies can be allowed o also cha ge a p emium p ice o hem (Fai child, 2008). This classi ica ion o g een p oduc ion leads o he ollowing summa y: Finding 6: Companies ha e al e na i es in he ex en o which hey unde pin hei compe i i e s a egy by g een p oduc ion. These can be a ionalised as ou - i e Jou nal o Indus ial Enginee ing and Managemen - h p://dx.doi.o g/10.3926/jiem.405 - 74 - possible oles, anging om a conse a i e adop ion simply in esponse o egula o y p essu es, h ough o he whole compe i i e s a egy being pi o al on he g een c eden ials ac oss he design and p oduc ion ac i i ies o he manu ac u e . 3.7 Challenges o implemen ing g een p oduc ion A he le el o an indi idual company he challenges o implemen a ion a e a ec ed by he g een c eden ials sough (sec ion 3.3), he g een d i e s (sec ion 3.5) and he desi ed ole o g een p oduc ion wi hin compe i i e s a egy (sec ion 3.6). A a b oade le el, he challenges o implemen ing g een p oduc ion s a egies appea o all in o h ee clus e s, namely: in e nal ope a ions, cus ome ela ionships, and co po a e accep ance. G een challenges wi hin in e nal ope a ions Mos g een ini ia i es equi e adical changes in he ope a ions a ea (Azzone & Noci, 1998a; de Bu gos & Cespedes, 2001; Gup a, 1995; Mohan y & Deshmukh, 1998). Fo example, a g een company will a oid use o oxic ma e ials; inno a e g een p oduc s and p ocesses; imp o e wo king condi ions; ca y ou p oduc ake- back and ecycling; and so o h. These ope a ing p inciples can only be deli e ed success ully i g een pe o mance objec i es a e managed join ly wi h mo e adi ional ope a ions objec i es (i.e. cos , quali y, deli e y, lexibili y) (Azzone & Noci, 1998a; de Bu gos & Cespedes, 2001; Gup a, 1995) and a b oade , mo e holis ic iew o ope a ions managemen is adop ed (Co be & Klassen, 2006). He e, complexi y o ope a ions- ela ed decision making inc eases, also because o he muddy na u e o he ela ionship be ween g een imp o emen ac i i ies and associa e co po a e pe o mance (Reinha d , 1999; Rusinko, 2007). F om an ope a ions pe spec i e, g een issues mus be deal wi h on a con inuous imp o emen basis and aking in o accoun echnology de elopmen s, business en i onmen , egula ions, cus ome demands, and socie y expec a ions (Gup a, 1995). In addi ion, di e en logics o human pe o mance managemen need o be adop ed in o de o in eg a e g een issues in o he co po a e cul u e and p o ide employees wi h adequa e echnical and managemen skills (Azzone, Bianchi e al., 1997; Azzone & Noci, 1998a; Azzone & Noci, 1998b; Ginsbe g & Bloom, 2004). One o he p oblems in his a ea is he lack o guidance o businesses o achie e mo e sus ainable p oduc ion (Nash, 2009). Jou nal o Indus ial Enginee ing and Managemen - h p://dx.doi.o g/10.3926/jiem.405 - 75 - G een challenges wi hin cus ome ela ions The success o g een policies on he ma ke depends conside ably on being sensi i e o he cha ac e is ics o po en ial a ge segmen s (Dobe s & Wol , 2000; Ginsbe g & Bloom, 2004; Reinha d , 1999) since, by hei na u e, g een cus ome s a e e y di e se in e ms o in e es s, mo i es, p io i ies, deg ees o conce n, e c. (S ead & S ead, 2000). This may discou age companies om p omo ing hei g een p oduc ion e o s (Polonsky, 1994), especially i hei cus ome base is b oad and geog aphically sca e ed (Ginsbe g & Bloom, 2004). Ne e heless, companies ha decide o publicise hei g een ac i i ies ha e o mas e cus ome s” lack o ai h in g een claims (Polonsky, 1994; Reinha d , 1999), as g eenwashing habi s ha e been p e alen in he pas (Azzone & Be elè, 1994; Ginsbe g & Bloom, 2004; Ku z, 2007). He e, cus ome s” mispe cep ions may ou weigh objec i e measu es o co po a e g een pe o mance (Azzone, Bianchi e al., 1997; Polonsky, 1994). Finally, a ocus on communica ion s a egies ha clea ly desc ibe he alue p oposi ion o he cus ome s is necessa y o achie e p oduc and b and di e en ia ion (Reinha d , 1999; Kuk, Fokee & Hung, 2005). G een challenges wi h co po a e accep ance In oducing he g een dimension in o co po a e s a egy se s-up pa icula challenges. G een alues a e speci ic and di e en om adi ional objec i es o p oduc ion businesses (Azzone, Bianchi e al., 1997), and hence he decision o in es in g een policies wi h espec o mo e adi ional sou ces o di e en ia ion and cos educ ion o en equi es complex and con lic ing ade-o s (Azzone & Be elè, 1994; Kuk e al., 2005); Reinha d , 1999; Sangwan, 2006). Manage s mus be awa e ha g een policies do no au oma ically lead o posi i e e u ns (Co be & Klassen, 2006; Sa kis & Co dei o, 2001) and ea g een issues as any o he business p oblem (Reinha d , 1999). He e, he main dilemma is ha g een s a egies imply a long e m commi men , as hey a e e y unlikely o gene a e subs an ial p o i s in he sho un (Ha , 1995; Sa kis & Co dei o, 2001). Risk also needs o be conside ed ha he company lacks he capabili ies o ealise he changes and new de elopmen s necessa y o s a egise g een imp o emen s (Kuk e al., 2005) o , likewise, is no able o p o ec i sel om imi a o s and compe i o s o long enough o eap inancial p o i (Reinha d , 1999). Finally, an open, op imis ic, and o wa d looking s a egic mindse is needed wi hin o ganisa ions o o e come he iew o g een issues as only poli ical o mo al esponsibili ies (Reinha d , 1999) and cul i a e he idea ha i makes business sense o in eg a e g een hinking in o co po a e decision making. Jou nal o Indus ial Enginee ing and Managemen - h p://dx.doi.o g/10.3926/jiem.405 - 76 - Finding 7: The e a e h ee key challenges o implemen ing g een p oduc ion, namely; changes o p oduc ion echnologies and ha dwa e, accep ance by he cus ome base, and buy-in o s akeholde s ac oss he ope a ions o he manu ac u e . 4 Discussion and concluding ema ks The e is li le doub ha g een s a egies o e signi ican s a egic oppo uni y o manu ac u e s. An inc easing awa eness o sus ainabili y issues can inc ease consume demand o p oduc s (Kleindo e e al., 2005), and mo e and mo e s akeholde s a e asking o equi ing o ganisa ions o be mo e en i onmen ally esponsible and eco-e icien wi h espec o hei p oduc s o p ocesses (Dangayach & Deshmukh, 2001; Rusinko, 2007). As socie y becomes inc easingly conce ned wi h en i onmen al issues, hose companies wi h mo e ad en u ous g een s a egies a e likely o:  Be leade s in he de elopmen o new p oduc s and businesses oppo uni ies  Ha e excellen g ow h po en ial  Seek o main ain p oduc ion ope a ions locally  Posi i ely con ibu e o add essing en i onmen al issues The e is also li le doub ha expe ise in p oduc ion ope a ions will be jus as essen ial o he u u e success o manu ac u e s as i has been in he pas . Howe e , he knowledge se o p o essionals in his ield will undoub edly need o con inue o e ol e o emb ace he concep s o g een and sus ainable p oduc ion. This pape has se ou o con ibu e o his p ocess h ough a e iew o li e a u e on g een om a con en ional p oduc ion ope a ions pe spec i e. Th ough his p ocess we ha e con ibu ed a se o indings ha cap u e he cu en s a e-o - he-a o his opic. In summa y, ha g een p oduc ion is commonly seen as “ he applica ion o en i onmen ally and socially sensi i e p ac ices o educe he nega i e impac o manu ac u ing ac i i ies while, a he same ime, ha monising he pu sui o economic bene i s” (Finding 1). Resea ch in g een p oduc ion has mo ed om was e a oidance o, mos ecen ly, use p oduc i i y (Finding 2). Wi hin he ield o g een p oduc ion, c eden ials a e claimed in he a ea o p oduc , p ocess, use and end o li e (Finding 3) wi h spa se cases on companies ending o ocus on p oduc b and a he han li e cycle impac Jou nal o Indus ial Enginee ing and Managemen - h p://dx.doi.o g/10.3926/jiem.405 - 83 - Lu, L. Y. Y., Wu, C. H., & Kuo, T. (2007). En i onmen al p inciples applicable o g een supplie e alua ion by using mul i-objec i e decision analysis. In e na ional Jou nal o P oduc ion Resea ch, 45(18-19), 4317-4331. h p://dx.doi.o g/10.1080/00207540701472694 Meadows, D. H., Meadows, D. L., Rande s, J., & Beh ens, W. W. I. (1972). 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