Purba H Rao
Great Lakes Institute of Management
East Coast Road,
In Indian retail industry where the performance of supply chain is of paramount importance, an initiative such as technological integration in operations at different phases of supply chain has been considered to help in making it more efficient, competitive and high performing. In its search for greater efficiency Environmental Sustainability usually has not been in the strategizing process of the Management in Indian retail industry. In general, in India Technological integration has often been thought of as a tool to drive efficiency and Sustainability as a requirement for the business to survive. Could there be an interrelation between the two concepts? Could Environmental Sustainability be achieved when technological integration is incorporated in supply chains? The objective of this paper is to study the supply chain of Indian multi brand retail and find out if technological integration taken by a retailer can make its supply chain more efficient as well as more environmentally sustainable. For our study, empirical data was gathered from the sampling frame of employees in a major retail firm to assess their perception of the supply chain in their organization. Data was analyzed using structural equation modeling approach. After analyzing the data, it was found that technological integration in supply chain in the area sales & marketing, indeed leads to operations efficiency in supply chain as well as helps in achieving environmental sustainability. Technological integration in the area of operations leads to financial efficiency and greening of supply chain but does not yet lead to environmental performance.
Key words: technological integration, Retail supply chain, India, empirical, structural equation modeling.
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Dr. Purba Rao has been a Professor over the last 20 years teaching and conducting research on topics such as Predictive Modeling in Strategic Decision Making, Marketing Research, Business Analytics, Green Supply Chain Management, Corporate Environmental Management, and Social Entrepreneurship Management. She is a Fellow in Management from Indian Institute of Management Calcutta, has a M.Sc. in Applied Math from Science College, University of Calcutta and a B. Sc. In Math (honors) from Presidency College Calcutta. Currently, she has been a Visiting Professor at Indian Institute of Management, Ahmedabad IIMA, Great Lakes Institute of Management and IIM RANCHI.