مدیریت استراتژیک هوشمند

مدیریت استراتژیک هوشمند

طراحی و تدوین مدل بازاریابی استراتژیک سبز در راستای توسعه پایدار و مسئولیت اجتماعی شرکتی

نوع مقاله : مقاله پژوهشی

نویسندگان
گروه مدیریت، واحد مبارکه، دانشگاه آزاد اسلامی، اصفهان، ایران.
چکیده
این پژوهش با هدف تبیین و طراحی مدل بازاریابی استراتژیک سبز در بستر صنعت لوازم خانگی ایران، با رویکرد نظریه‌پردازی داده‌بنیاد و مدل پارادایمی استروس و کوربین انجام شد. داده‌ها از طریق مصاحبه‌های عمیق با ۱۰ نفر از خبرگان دانشگاهی و صنعتی گردآوری و طی مراحل کدگذاری باز، محوری و گزینشی، پدیده مرکزی «بازاریابی سبز شرکتی» شناسایی و روابط آن با شرایط علّی، زمینه‌ای، مداخله‌گر، راهبردها و پیامدها ترسیم گردید. یافته‌ها نشان دادند که توسعه پایدار و مسئولیت اجتماعی شرکتی به‌عنوان عوامل علّی، با پشتوانه شرایط زمینه‌ای چون سواد اکولوژیکی و انگیزه خرید سبز، و در تعامل با شرایط مداخله‌گر شامل تغییرات اقلیمی و ترجیحات مصرف‌کنندگان، راهبردهایی مانند تبلیغات سبز، ترفیع سبز، توزیع سبز و طراحی محصول دوستدار محیط زیست را شکل می‌دهند. این راهبردها منجر به پیامدهایی چون افزایش اعتماد مصرف‌کننده، بهبود عملکرد سازمانی و ارتقای وفاداری پایدار شده که خود به‌صورت چرخه بازخوردی به تقویت عوامل علّی و استمرار مسیر پایداری کمک می‌کند. نتایج نشان می‌دهد که در محیط فرهنگی و اقتصادی ایران، بازاریابی سبز فراتر از یک رویکرد تبلیغاتی، به‌عنوان راهبردی مزیت‌ساز و ارزش‌آفرین می‌تواند ابزاری مؤثر برای ایجاد وفاداری پایدار، ارتقای تصویر برند و پاسخ به دغدغه‌های زیست‌محیطی باشد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Designing and Formulating a Green Strategic Marketing Model in the Context of Sustainable Development and Corporate Social Responsibility

نویسندگان English

Elham Razzaghi
Farzad Karimi
Mohammad Hosein Arman
Department of Management, MO.C., Islamic Azad University, Isfahan, Iran.
چکیده English

This study aimed to explain and design a green strategic marketing model in the context of the Iranian home appliance industry, using a data-based theorizing approach and the paradigmatic model of Strauss and Corbin. Data were collected through in-depth interviews with 10 academic and industrial experts, and through open, axial, and selective coding, the central phenomenon of "corporate green marketing" was identified and its relationships with causal, contextual, intervening conditions, strategies, and consequences were drawn. The findings showed that sustainable development and corporate social responsibility as causal factors, supported by contextual conditions such as ecological literacy and green purchasing motivation, and in interaction with intervening conditions including climate change and consumer preferences, shape strategies such as green advertising, green promotion, green distribution, and environmentally friendly product design. These strategies have led to outcomes such as increased consumer trust, improved organizational performance, and enhanced sustainable loyalty, which in turn, in a feedback loop, helps to strengthen causal factors and continue the path to sustainability. The results show that in the cultural and economic environment of Iran, green marketing, beyond an advertising approach, as a strategy that creates advantages and creates value, can be an effective tool for creating sustainable loyalty, improving brand image, and responding to environmental concerns.

کلیدواژه‌ها English

Green marketing
strategic green marketing
sustainable development
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