1. KAMOLPUN NOIJAROEN - Researcher, Logistics & Management Research Centre, Faculty of Logistics, Burapha University,
2. TAWEESAK THEPPITAK - Professor, Faculty of Logistics, Burapha University, Thailand.
Today, pressures (i.e. intense competition and volatile markets), seriously impact to business operations of Thai Logistics Service Providers (LSPs). As customers decisions are, not only on responsiveness and low cost, but they also consider on positive public image of LSPs. Therefore, Green and Corporate Social Responsibility (CSR) strategy is a new and popular way to enhance a competitive advantage for doing modern business. The objective of the paper is to survey awareness and perception of Thai LSPs on adoption of green and CSR strategy. How are effectiveness and efficiency of the strategy adoption. The strategy includes components of green and CSR through 7G strategy or green heart, green logistics, green corporate social responsibility, green community, green activities, green services, green supply chain. It also studies what factors have influence and motivate for implementation of the 7G strategy. To achieve the objectives, the secondary data are intensively reviewed. Primary data are collected through questionnaire survey and in-depth interview. 210 questionnaires are distributed and 200 of them are returned. Further, 40 managers in Thai LSPs are interviewed to understand in aspect of motivations and factors influence to adoption of 7G strategy. The result shows that the LSPs provide low to lowest priority on 7G strategy adoption. The strategy has not been integrated in their companies’ vision and business operations. Some of logistics managers believe that 7G strategy is becoming a strategic tool to compete in dynamic businesses in coming decade. The paper also proposed management process model to facilitate the LSPs for applying and managing problematic issues in integrate and push the 7G strategy to reality.
7G, CSR, strategy, logistics service provider, effectiveness.