Eco-value co-creation towards a sustainable tire scrap recovery network: Case of Bridgestone Thailand

Fast economic growth has currently been accelerating demand for automobile technology although scrap tires are improperly managed. Many discarded tires cause adverse impacts to the environment, social, and significantly affect to public health. Due to many growing concerns on environmental conservation and human well-being, sustainability has become a main focus of industries, including the tire one. The Extended Produced Responsibility (ERP) Directive is another challenge for tire manufacturers to constitute an end-of-life (EOL) management system to promote collection, recycling, or reusing of EOL tires. Thus, it is essential to have an effective tire scrap recovery network to properly manage all the used tires in sustainable way. Not only does this paper show cooperation of tire manufacturers, distributors, recyclers, but also includes government agencies, private sectors, and end users for creation of integrated tire scrap recovery network. Achieving sustainable development for stakeholders in tire scrap industry, this study demonstrates an eco-value co-creation model based on a tripartite concept describing how value is co-created in service providers and recipient interaction along a scrap recovery network. The approach is taken by studying human aspects incorporated with expert opinions on tire scrap management and literature reviews and secondary data analysis will be thoroughly conducted.