Sustainable value chain analysis – a case study of Oxford Landing from “vine to dine”

Abstract

2005),"Value chain analysis: an approach to supply chain improvement in agri-food chains", If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.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.

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