Abstract:
The aim of this study is to examine the impact of product variety and product complexity
on firm’s operational performance when they are operating in a globally connected green
supply chain. A survey utilizing a self-administered structured questionnaire was used to
collect data from 161 frontned merchandisers of apparel manufacturing firms in Sri Lanka.
The results indicate that the relationship between product variety and operational performance
is fully mediated by green supply chain management while the relationship between product
complexity and operational performance is partially mediated by green supply chain
management. Thus, organizations that operate dynamic product portfolios (i.e., a variety of
complex products) need green supply chain management practices to improve operational
performance. This study emphasizes the complementary application of the resource based
view with coordination theory to explain how resources of the firm should be allocated and
coordinated with regard to variety and complexity.
