Reverse Logistics as a Driver of Sustainability and Competitive Advantage: Evidence from Oman Vision 2040 Context

Abstract

Reverse logistics has emerged as an important strategic approach for achieving sustainability and enhancing organizational competitiveness in contemporary supply chains. This article examines the role of reverse logistics in promoting sustainability and competitive advantage within organizations in Oman in alignment with Oman Vision 2040. Adopting a qualitative exploratory approach, the article utilizes both secondary data from academic literature, policy documents, and industry reports, as well as primary data collected through semi-structured interviews with professionals from logistics, manufacturing, retail, and supply chain sectors in Oman. The data were analyzed using thematic analysis to identify key themes related to sustainability performance, operational efficiency, competitive advantage, and implementation challenges. The findings indicate that reverse logistics contributes significantly to environmental sustainability through waste reduction, recycling, and resource recovery, while simultaneously enhancing economic performance through cost savings and value recovery. Furthermore, reverse logistics strengthens competitive advantage by improving customer satisfaction, brand reputation, and operational flexibility. However, several barriers hinder its effective implementation, including financial constraints, inadequate infrastructure, limited technical expertise, weak regulatory support, and low organizational awareness. The study concludes that reverse logistics represents a strategic capability that supports both sustainable development and organizational competitiveness within the framework of Oman Vision 2040. The findings provide practical implications for policymakers and managers seeking to strengthen sustainable supply chain practices and promote long-term economic and environmental sustainability in Oman.