Green Supply Chain Initiatives in Brand Building –Evidences From Indian Pharmaceutical Industry

Abstract

Purpose: the main purpose of the paper is to examine the role of green supply chain initiatives in brand building with special reference to Indian pharmaceutical industry. Objectives of study :the study is based on two important objectives i.e.; overview of green supply chain initiatives in the Indian Pharmaceutical industry, and secondly to examine the role of green supply chain in brand building. Data collection: Data is collected from four leading pharmaceutical company on the basis of judgment sampling. The data is collected from both primary and secondary sources. Primary data is collected through questionnaire method from supply chain managers. Data is also collected from marketing managers through telephonic interviews. Data analysis: data is analyzed both qualitatively and quantitatively. Managerial Implications: The study is of great use to the companies and societies at large. Limitation of Study: The main limitation of the study is limited sample size.