Design/methodology/approach –
This study develops evaluation matrices for
a ‘greenness’ assessment. Evaluation matrices include the activities in the rubber
tire supply chain which are defined as green purchasing, green production, green
packaging, green transportation & distribution and reverse logistics. Then the
experts and executives of rubber industry organisations are asked to determine
what the best practices for green supply chain activities would be. After obtaining
best practices, a case of rubber tire supply chain is evaluated by the executives
and experts applying the matrix and best practice. Later in the study the case
companies are analysed to identify the ‘hot spot’ for ‘greenness’ improvement.