SUPPLY CHAIN COLLABORATION FOR SUSTAINABILITY IN NON-ALCOHOLIC BEVERAGE INDUSTRY IN THAILAND
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Abstract
This research aims to study the factors affecting business success and sustainable supply chain collaboration in the non-alcoholic beverage industry. A qualitative research approach employing a multiple-case study design was adopted. Data were collected through semi-structured interviews, in-depth interviews, and focus group discussions with 22 key informants selected through purposive sampling. The participants represented four stakeholder groups: manufacturers, suppliers, distributors, and industry experts. Data were analyzed using content analysis. The findings revealed that the critical internal factors contributing to business success and sustainability included leadership, technology adoption, cost management capability, and information management. Key external factors comprised health-conscious consumption trends, market competition, sugar tax regulations, and increasing consumer expectations regarding corporate social and environmental responsibility. Furthermore, supply chain collaboration has evolved toward strategic partnerships characterized by real-time information sharing, collaborative planning, and end-to-end traceability systems across the supply chain. These practices significantly improved operational efficiency, reduced costs, and enhanced responsiveness to market demands. In terms of sustainability, organizations demonstrated business practices aligned with Environmental, Social, and Governance (ESG) principles and the Triple Bottom Line framework, encompassing economic, social, and environmental dimensions. Such practices contributed to reducing environmental impacts, improving resource utilization efficiency, and creating shared value for stakeholders. The study highlights that data-driven supply chain management, collaborative partnerships, and innovation serve as key mechanisms for strengthening competitive advantage and achieving long-term sustainability in the non-alcoholic beverage industry.
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