REVERSE LOGISTICS CONCEPT AS A PART OF ORGANIZATIONAL IDENTITY - Polish Journal of Management Studies

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REVERSE LOGISTICS CONCEPT AS A PART OF ORGANIZATIONAL IDENTITY

Abstracts > Vol 1


REVERSE LOGISTICS CONCEPT AS A PART OF ORGANIZATIONAL IDENTITY

Szoltysek J.*

Abstract

The success of business in the contemporary world depends upon many inter related aspects or reasons. One of such reasons or aspects of a successful business relationship is to  have and maintain a high corporate image, which is strictly connected to organizational identity. Finding new ways of gaining competitive advantage in market, companies often tend to be environmentally friendly. For this, they have to take environmental  protection policy and its logistics support (called reverse logistics) as a part of their organizational identity. This paper deals with the above-mentioned aspects. (JEL: D53, F18, L22, O13)


Key words: reverse logistics, sustainable development, environmental protection, organizational identity, organizational image.

Introduction

Increased social concern about our natural environment is transforming the relationship not only between environment and business, but also between the organization and society.  The former relationship creates new roles for logistics, which is known as reverse logistics and green logistics. The latter one is less recognized in theoretical discussions and belongs rather to marketing or PR activities than to logistics. Both - private  and government sectors are finding new ways of making environmental protection profitable for them and the society as whole. Where can we can search the opportunities for success?


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Summary

The concept of identity is a key to understand modern organizations. Understanding interdependences between organizational identity and image helps in building new business strategies  and implementation Reverse logistics concept in any company. This is necessary in order to present - to outsiders - environmental protection philosophy of the company as its internal value and the life style that may help in gaining competitive advantage  in market.


References

[1]   World Commission on Environment and Development (WCED). Our common future. Oxford: Oxford University Press, 1987.
[2]   Dyckoff H., Lackes R., Reese J.: Supply Chain Management and Reverse Logistics, Springer, Berlin 2004.
[3]   Albert s., Whetten D.: Organizational identity, in: Cummings L.L., Staw B.M.: Research in organizational behavior, vol. 7, Greenwich, CT:JAI Press, 1985.
[4]   Giola A.D.,Schultz M., Corley K.G.: Organizational Identity, Image, and Adaptive Instability, in: Hatch M.J., Schultz M.: Organizational Identity, Oxford University Press, New York 2004.
[5]   Dutton J.E., Dukerich J.M.: Keeping an eye on the mirror: Image and identity in organizational adaptation, Academy of Management Journal, 1991, 34


KONCEPCJA LOGISTYKI ZWROTNEJ JAKO CZESC TOZSAMOSCI ORGANIZACYJNEJ

Streszczenie

Sukces w biznesie we wspolczesnym swiecie zalezy od wielu wzajemnie powiazanych zagadnien. Jednym z nich, pozwalajacym na prowadzenie dzialalnosci z powodzeniem, jest posiadanie  i utrzymanie wysokiego wizerunku firmy, ktory jest scisle powiazany z tozsamoscia organizacji. Poszukujac nowych sposobow zdobywania przewagi konkurencyjnej na rynku, firmy czesto kieruja sie w strone bycia przyjaznymi dla srodowiska. W tym celu musza  przyjac polityke ochrony srodowiska i jej wsparcie ze strony logistycznej (tzw. logistyka zwrotna) jako czesc ich tozsamosci organizacyjnej. W niniejszym artykule prezentowane sa wyzej wymienione aspekty.



 
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