Logistics service providers coordinating sustainable supply chains: a fast food industry case

This study explores sustainable supply chain practices. It proposes a conceptual framework, organising the roles of agents in the supply chain and the coordinating roles of logistics operators. In addition, the study analyses the proposed framework in practical terms, using a real project application implemented recently by McDonald's and Martin‐Brower in Brazil. First, the study uses theory to propose a conceptual structure that characterises sustainability actions by logistics service providers. Second, the study compares the conceptual structure against the practical case, chosen by means of an intentional sampling process, with relevance from factors such as size, scope, and level of innovation of the firms involved. The comparison of the conceptual proposal with the practical case confirms the importance of the corporate vision in the entire supply chain. Moreover, initiatives for sustainable actions need to find allies capable of accepting, internally sharing, and participating actively to enable such actions.