Ekonomske ideje i praksa(29) Segregating the main dimensions of the green supply chain application/pdf 121265 bytes https://phaidrabg.bg.ac.rs/o:28753 ISSN: 2217-6217 KEY WORDS: GREEN PROCUREMENT, GREEN PRODUCTION, GREEN DISTRIBUTION AND MARKETING, REVERSE LOGISTIC KLJUČNE REČI: ZELENA NABAVKA, ZELENA PROIZVODNJA, ZELENA DISTRIBUCIJA I MARKETING, POVRATNA LOGISTIKA ABSTRACT: Within the majority of scientific studies, the supply chain is mostly treated as a unique, integral entity. That means that if we are talking about the green supply chain, the as- sumption is that all ecological initiatives have been applied in every segment, i.e. every dimension of that chain. Such a perception is not surprising since a great number of clients or other important strategic constituents also does not often make a difference between the company and its main suppliers/distributors within the chain. While this kind of perspective is generally desirable, since it indicates the existence of close cooperation between supply chain participants, the situation is much different in case if a certain problem of ecological nature was to occur. Due to the appearance of such a problem, the mentioned strategic constituents could pass over the responsibility for its occurrence onto a certain, leading company in the chain, without it having basically any, or at least not a direct responsibility for the occurred situation. That is why it is important to consider the key dimensions of one supply chain, i.e. how to make each of them green and what are their particular specifics. That is precisely the basic subject of analysis within this paper. Besides the introduction and conclusion, the very paper is divided into four parts. Within them we analyse green procurement, green production, green distribution and marketing, as well as reverse logistics, respectively, as the main dimensions of the green supply chain. The aim of the paper is to point out the necessity of regarding the supply chain activities as segregated, since only if all activities within all dimensions are green and adequately coordinated upstream and downstream, only that can be the condition of creating the competitive advantage. APSTRAKT: U većini naučnih studija, lanac snabdevanja se uglavnom tretira kao jedinstvena, inte- gralna celina. To znači da ako govorimo o zelenom lancu snabdevanja, podrazumeva se da su ekološke inicijative primenjene u svakom segmentu, tj. dimenziji tog lanca. Ovakva percepcija ne čudi, budući da veliki broj klijenata ili drugih bitnih strateških konstitue- nata takođe često ne pravi razliku između preduzeća i njegovih dobavljača/distributera u lancu. I dok je ovakva perspektiva posmatranja načelno poželjna, jer sugeriše postojanje bliske saradnje među učesnicima lanca, situacija je znatno drugačija u slučaju da se javi određeni problem ekološke prirode. Usled pojave takvog problema, pomenuti strateški konstituenti odgovornost za njegov nastanak mogu prebaciti na određeno, vodeće pre- duzeće u nekom lancu snabdevanja, a da ono nema suštinski nikakvu ili bar ne direktnu odgovornost za nastalu situaciju. Zato je važno razmotriti koje su ključne dimenzije jed- nog lanca snabdevanja, te kako svaku od tih dimenzija učiniti zelenom i koje su njene specifičnosti. To je upravo i osnovni predmet analize u ovom radu. Pored uvoda i zaključ- ka, sam rad podeljen je u 4 dela. U okviru njih, analiziraju se redom zelena nabavka, zelena proizvodnja, zelena distribucija i marketing, kao i povratna logistika, u smislu glavnih dimenzija zelenog lanca snabdevanja. Cilj rada jeste da se ukaže na neophodnost segregatnog posmatranja aktivnosti u lancu, jer samo ako su sve aktivnosti u okviru svih dimenzija zelene i adekvatno koordinirane uzvodno i nizvodno, jedino to može biti osnov nastanka konkurentske prednosti. info:eu-repo/semantics/article Aćimović, Slobodan Mijušković, Veljko M. Marković, Dušan 2018 eng All rights reserved