GUIDELINES FOR GREEN SUPPLY CHAIN MANAGEMENT TO CREATE COMPETITIVE ADVANTAGES IN GREEN RESTAURANT BUSINESS
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Abstract
This research aims to study the processes and guidelines for green supply chain management to create competitive advantages in the green restaurant business. Using qualitative research methods, semi-structured in-depth interviews were conducted with 17 entrepreneurs and managers of award-winning green restaurants from the 2021 Green Restaurant Promotion Program. Collected data was tested using the triangulation test method and then subjected to content analysis. The research findings indicate that environmentally friendly restaurant businesses operate with the following characteristics: 1) green management and community involvement, 2) green products or services by creating a physical identity for the restaurant, services, and environmentally friendly delivery, and 3) green logistics, emphasizing the process from raw material procurement to final delivery to consumers. The competitive advantages identified for entrepreneurs include: 1) cost leadership, achieved through reduced costs by controlling operations throughout the supply chain, 2) differentiation, stemming from the physical characteristics, products or services, and environmentally friendly processes, and 3) quick response, by controlling the operation time to the final consumer. If restaurants or other businesses start adopting environmentally friendly concepts, the guidelines derived from this research will be beneficial in enhancing capabilities, leading to appropriate competitive strategies in the future.
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