SUPPLY CHAIN MANAGEMENT STRATEGY FOR INNOVATIVE PRODUCTS FOR SUSTAINABILITY IN THE NON-ALCOHOLIC BEVERAGE INDUSTRY
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Abstract
This study aimed to examine the key factors and supply chain management strategies for innovative products toward sustainability in the non-alcoholic beverage industry. A qualitative research approach was employed. Data were collected through in-depth interviews with 30 key informants, including suppliers, manufacturers, experts, distributors, and consumers in the non-alcoholic beverage industry. The research instrument consisted of semi-structured interview questions, while data were analyzed using content analysis and thematic analysis. The findings revealed four major factors contributing to sustainable supply chain management success. First, product innovation focused on developing products that respond to consumer trends related to health and environmental concerns. Second, sustainable packaging development emphasized environmentally friendly packaging, which enhances corporate image and increases consumer acceptance. Third, supply chain collaboration highlighted the importance of joint planning, information sharing, and strategic partnerships among supply chain members. Fourth, the adoption of digital technologies in supply chain operations improved efficiency, transparency, and the speed of business decision-making processes. Furthermore, the study indicated that the systematic integration of innovation in product development, supply chain collaboration, and digital technologies serves as a crucial mechanism for driving sustainable supply chain management and strengthening organizations’ long-term competitiveness in terms of economic, social, and environmental dimensions. The findings also support the development of the non-alcoholic beverage industry in alignment with global sustainable development guidelines. In addition, the results can be utilized as strategic guidelines for organizations seeking to enhance supply chain management efficiency and create sustainable business value in the future.
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