Exploring future competitive advantage through sustainable supply chains

Purpose The paper's purpose is to outline the potential competitive advantage firms can create through the creation of a sustainable supply chain, and to describe potential measures for managers to use. Design/methodology/approach Arguing that firms can increase their competitive advantage as a result of a stronger triple bottom line, propositions are created from a natural‐resource‐based view of the firm perspective that is supported using accounting theory, management strategy, green logistics and supply chain literatures. Secondary data resources that could be used for testing by managers and academicians are identified. Findings The paper finds that, as sources of competitive advantage for firm become scarcer, potential new areas of advantage must be explored. Practical implications This research will serve to help managers in the exploration of these possible outlets. Originality/value This paper is the first to explore the impact of a sustainable supply chain on the triple‐bottom line of a firm. Not only does this fill a necessary gap, it also serves to bring together the supply chain, sustainability and triple‐bottom‐line literatures to create a potential advantage for future organizations.