This action research project aims to improve economic, social and environmental sustainability of the pre-cast concrete and construction and demolition waste supply chains through the development, trial and evaluation of an innovative supply chain management strategy. The long-term goals are to improve competitive behaviour and market sector performance and improve business process efficiency and effectiveness of public sector program delivery by influencing policy development, changing organisational behaviour and implementation development to achieve economic, social and environmentally sustainable markets. In order to facilitate this, the culture change brought about by implementing relationship management in the supply chain is investigated and this paper reports on this aspect of the project
