Journal of Intelligent Strategic Management

Journal of Intelligent Strategic Management

Smart Green Brand: Designing a Green Pricing Model with a Competitive Advantage Approach in Complex Environments

Document Type : Original Article

Authors
Sahar Babakhani
Esmaeil Amir Ahmadianfar
Master's student in business management, Ahvaz Jundishapour University, Ahvaz, Iran
bumara.3.2.15564.35887873.6308
Abstract
The central challenge that necessitated this research was the ineffectiveness of some traditional approaches to promoting green brands in complex environments; approaches that generally failed to properly explain environmental benefits and create real differentiation for consumers and stakeholders. In response to this shortcoming, the aim of the present study is to examine the role of smart green branding and its impact on developing a green pricing model to achieve sustainable competitive advantage. To achieve this goal, the researchers systematically coded data from semi-structured interviews with experts in the field of green marketing and document analysis related to green projects, using a qualitative approach and content analysis. Finally, ten main themes and two hundred and fifty sub-codes were identified, of which three key areas of smart technologies, sustainable interactions, and customer understanding were of particular importance, especially in terms of green value creation and green pricing. The final analyses show that the use of smart and data-driven approaches in green branding provides the basis for a deeper understanding of environmental and economic dimensions and, on the other hand, facilitates the formulation of green pricing policies by creating transparency in green benefits and costs. It also became clear that organizations must have efficient digital infrastructure, collaboration between different units, and a green organizational culture to successfully implement this model. Comparing the present findings with previous research indicates that the existence of an integrated approach between green branding and green pricing plays a key role in the formation of a competitive advantage compatible with today's complex environment. As a result, this study offers innovations such as providing an integrated framework for combining technological aspects, green management and cultural elements that can be very helpful for executives, especially in industries transitioning to green approaches.
Keywords
Smart Green Brand
Green Pricing
Competitive Advantage
Sustainability
Complex Environments
چ احمدی، م.،   رضایی، م. (1401). بررسی تأثیر راهبردهای قیمت‌گذاری سبز بر ادراک مشتریان. فصلنامه مدیریت سبز، 10(2)، 21-45.
حسینی، ع.،   فرهادی، ر. (1400). تأثیر برندسازی سبز بر بهبود رقابت‌پذیری در صنایع ایران. مدیریت زیست‌محیطی، 6(1)، 67-89.
صالحی، س.،   احمدپور، ع. (1401). نقش فناوری‌های هوشمند در توسعه زنجیره تأمین پایدار. پژوهش‌های نوین در مدیریت صنعتی، 11(3)، 55-72.
داوری، م.،   کاظمی، ح. (1402). ارزیابی تأثیر هوش مصنوعی بر مدل‌های کسب‌وکار سبز. مدیریت پایدار، 14(2)، 43-60.
کریمی، ب.،   فاضلی، م. (1400). بررسی رویکردهای نوین قیمت‌گذاری در بازارهای پیچیدۀ ایران: تمرکز بر ابعاد سبز. فصلنامه تحقیقات بازرگانی، 8(4)، 11-27.
جعفری، م.،   نوروزی، ک. (1401). اثر سیاست‌های پایداری بر تمایل مشتریان به پرداخت قیمت بالاتر برای محصولات سازگار با محیط زیست. مدیریت کسب‌وکار سبز، 2(1)، 31-48.
Braun, V., Clarke, V. (2022). Thematic Analysis: A Practical Guide. SAGE Publications.
Chen, Y., Chang, C. (2022). The moderating effects of green brand positioning on the relationship between brand reputation and purchase intention in complex markets. Journal of Sustainable Marketing, 11(3), 45–60.
Chen, Y., Zhang, L.,   Li, D. (2021). Integrating big data analytics into green branding: A systematic review. Global Green Marketing Review, 6(2), 101–118.
Cho, M., Song, S.,   Ko, E. (2022). Digital technologies enabling green marketing strategies: A conceptual framework. Journal of Green Innovation, 8(4), 233–249.
Leonidou, C. N., Katsikeas, C. S.,   Morgan, N. A. (2021). Assessing the financial performance of green marketing strategies in emerging economies. International Journal of Emerging Markets, 16(3), 409–427.
Lin, C. Y.,   Ho, Y. H. (2021). Determinants of green brand image in consumer perceptions: Evidence from Taiwan. Asia Pacific Journal of Marketing   Logistics, 33(7), 1563–1581.
Menguc, B., Auh, S.,   Yannopoulos, P. (2021). Organizational culture and environmental performance: Mediating role of green innovation. Journal of Business Research, 128, 293–305.
Peattie, K. (2020). Green marketing evolution and revolution. Environmental Marketing Journal, 12(1), 10–29.
Rahbar, E.,   Wahid, N. A. (2018). Green marketing approaches: A review of global strategies. International Journal of Marketing Studies, 10(2), 44–59.
Testa, F., Iraldo, F.,   Clark, G. (2022). Reviewing the green marketing concept in the context of circular economy. Journal of Cleaner Production, 353, 131690.
Tian, X., Li, R.,   Sun, W. (2023). Data-driven environmental innovation: Implications for green brand management. Sustainable Technology   Marketing, 14(1), 23–39.
Tseng, M. L., Islam, M. S.,   Karia, N. (2021). Green pricing models for circular supply chain financing: An integrated approach. Journal of Supply Chain   Circularity, 9(2), 101–125.
Wang, C.,   Zhang, Z. (2023). How do data analytics support green brand positioning? Sustainability Analytics Journal, 18(5), 1127–1143.
Zhu, Q.,   Sarkis, J. (2022). Green marketing strategies and circular economy in emerging markets: A systematic literature review. Journal of Cleaner Production, 346, 131145.
Journal of Intelligent Strategic Management
Volume 2, Issue 3 - Serial Number 3
Winter 2023
Pages 101-130