Management Practice Insights


Management Practice Insights

Year: 2023, Volume: 1, Issue: 2, Pages: 57-60

Original Article


Received Date:09 August 2023, Accepted Date:01 October 2023, Published Date:12 October 2023


Problem of Practice:

There have been many crises – product recalls, negative publicity, regulatory scrutiny, etc. – that established brands have had to weather – and these naturally affect consumer perception. Recent research by Mollenkopf and team reveals an innovative way of brand stewardship during a crisis – being transparent about the sustainability of your supply chain.1 Such transparency can help protect your brand and rebuild consumer trust if there is a negative event. For product managers and brand managers, this is good news. A practical question then arises - how much transparency is enough? Being transparent and communicating that to consumers requires management of energy and resources. Here is how to build trust through transparency – and the pitfalls to avoid


1 Alexis Bateman and Leonardo Bonanni, “What Supply Chain Transparency Really Means,” Harvard Business Review, August 20, 2019,

2 León Valdés, “Supply Chain Visibility and Social Responsibility: Investigating Consumers’ Behaviors and Motives | Manufacturing & Service Operations Management,” June 1, 2018,

3 Will Sansom, “What Can Brands Learn from Patagonia?,” September 22, 2022,

4 Charu Lamba, “Indian Retailer - How The Body Shop Is Integrating Tech and Sustainability to Stay Relevant to Changing Consumer Needs,” September 29, 2022,

5 Earthsight, “Ikea’s House of Horrors,” June 15, 2021, https://www.earthsight.

6 Earthsight, “Ikea’s Response to Its Illegal Timber Scandal Is a Sham. Here’s Why,” October 29, 2020,

7 Jennifer Warnick, “New Starbucks Traceability Tool Explores Bean-to- Cup Journey,” Starbucks Stories (blog), August 10, 2020,

8 Sarah Jean Callahan, “Popular Starbucks Coffee Drink Facing Major Recall - TheStreet,” February 19, 2023,

9 Beth Wright, “VF Corp’s Source Maps Track Supply Chain Footprint,” Just Style (blog), October 2, 2018,

10 Walmart, “Product Supply Chain Sustainability,” accessed August 4, 2023,

11 Julia Rancone, “Sustainability Claims & Packaging Communication; Using Your Package to Communicate Sustainability,” August 2, 2019,

12 Lew Blaustein, “How Adidas Is Pioneering Open-Source Sustainability for Sports | Greenbiz,” July 24, 2015,

13 Pearly Neo, “‘Full Supply Chain Transparency’: Nestle Publicly Discloses Lists of Commodity Suppliers in Industry-First Move,” Foodnavigator- Asia.Com (blog), April 2, 2019,

14 Sounak Mitra, “The Maggi Ban: How India’s Favourite Two-Minute Noodles Lost 80% Market Share,” mint, February 15, 2017,

15 Yoni Heisler, “Popular Nestle Snacks Were Just Recalled, so Throw Them out Now,” October 14, 2021,



© 2023 Published by SPJIMR. This is an open-access article under the CC BY license (


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