Benefits derived by a major South African retailer through collaboration and innovation within its supply chain

Abstract

Current trends in the macro-environment, such as increased obesity within human populations, the damaging impact of human activity on the natural environment, the worldwide recession and the resultant changes in consumer behaviour, are all receiving increased attention by relevant stakeholders around the world. As the negative impact of these macro-environmental trends continue to be felt, increased pressure will be placed on the business community to help mitigate their consequences. This study demonstrates how innovation and collaboration within a retailer’s supply chain enable it to profitably use some of these macro-environmental trends to create differential and competitive advantage in a saturated business sector.