June 15 2010 09:04 AM

Introducing environmental considerations to a firm's supply chain often can be a source of innovation and competitive advantage. It also can be a huge challenge, since tasks within a supply chain are interlinked. One sustainability initiative may have ripple effects not only within the firm, but also across firm boundaries and geography. In a Q&A, Ravi Anupindi, program director of the Master of Supply Chain Management Program at the Ross School of Business at the University of Michigan, assesses the risks and benefits of greening a company's supply chain. Anupindi is a Michael R. and Mary Kay Hallman Fellow and associate professor of operations and management science at Ross.

Read the full Q&A here.