تأثیر متقابل جهت‌گیری بازاریابی سبز استراتژیک و بازاریابی سبز داخلی بر مزیت رقابتی
الموضوعات : مدیریت بازاریابیلیلا علی عربی 1 , سید عباس کاظمی 2
1 - دانش آموخته کارشناسی ارشد مدیریت اجرایی، واحد دماوند، دانشگاه آزاد اسلامی، تهران، ایران
2 - دانشیار، گروه مدیریت اجرایی، واحد دماوند، دانشگاه آزاد اسلامی، تهران، ایران
الکلمات المفتاحية: جهت‌گیری بازاریابی سبز استراتژیک, بازاریابی سبز, عملکرد شرکت, جهت‌گیری بازاریابی سبز داخلی, مزیت رقابتی,
ملخص المقالة :
هدف این پژوهش بررسی تأثیر متقابل جهت‌گیری بازاریابی سبز استراتژیک و بازاریابی سبز داخلی بر مزیت رقابتی در شرکت باریج اسانس بود. این پژوهش از نظر هدف کاربردی و روش آن توصیفی از نوع پیمایشی می‌باشد. جامعه آماری پژوهش شامل کلیه کارکنان شرکت باریج اسانس در سال 1397 که طبق آمار 551 نفر بوده است، با توجه به فرمول کوکران، تعداد نمونه مورد نیاز 225 نفر برآورد گردید. جهت نمونه‌گیری از روش نمونه‌گیری تصادفی ساده، استفاده شده است. ابزار گردآوری اطلاعات، پرسش‌نامه‌ای است که توسط محقق بومی سازی شده که شامل 37 پرسش بوده است. گویه‌ها براساس مقیاس پنج درجه ای لیکرت بود. که روایی سوری مورد تأیید تعدادی از پاسخ‌گویان قرار گرفت و روایی محتوایی آن به تأیید جمعی از صاحب‌نظران رسید. جهت سنجش پایایی و قابل اعتماد بودن از ضریب آلفای کرونباخ با استفاده از نرم‌افزار SmartPLS، که بیشتر از 0/7 محاسبه گردید، استفاده شد. نتایج حاصل از پژوهش نشان می‌دهد که اثر مثبت گرایش به بازاریابی سبز استراتژیک بر مزیت رقابتی زمانی که گرایش به بازاریابی سبز داخلی بیشتر باشد، بالاتر است. همچنین، مسئولیت اجتماعی شرکت و فشارهای زیست محیطی ذینفعان بر گرایش به بازاریابی سبز استراتژیک تأثیر دارد. گرایش به بازاریابی سبز استراتژیک بر مزیت رقابتی تأثیر دارد و همچنین از طریق مزیت رقابتی بر عملکرد مالی نیز تأثیر مثبت دارد. محدودیت پژوهش استفاده از پرسش‌نامه و جمع‌آوری اطلاعات در یک مقطع زمانی می‌باشد. نوآوری پژوهش در متغیرهای پژوهش بوده که توجه کافی به نقش بازاریابی سبز استراتژیک و بازاریابی سبز داخلی با هدف‌گیری کارکنان بوده است. به طور کلی به مدیران سازمان‌ها راهبردهایی را در جهت ارتقای اثربخشی بازاریابی استراتژیک سبز و افراد ارائه داد، که باعث ایجاد مزیت رقابتی می‌شود و این امر به نوبه خود عملکرد مالی را افزایش داده و در نتیجه موجب مبادله دانش ضمنی می‌گردد.
حقیقی‌نسب، م.، یزدانی، ح.ر. و داورپناه کیاسرایی، ف. (1395). "تاثیر حمایت مدیریت ارشد از اقدامات زیست محیطی بر استراتژی بازاریابی سبز و عملکرد زیست محیطی کسب وکارهای صنعتی در ایران"، تحقیقات بازاریابی نوین، دوره 6، شماره 1(20)، صص. 23-38.
داوری، ع. و رضازاده، آ. (1392). "مدل‌سازی معادلات ساختاری با نرم‌افزار PLS"، سازمان انتشارات جهاد دانشگاهی، چاپ اول.
دلجوی شهیر، ج.، سیفی‌زاده، س. و غلامی مبارک‌آبادی، ر. (1397). "تأثیر بازاریابی سبز بر شهرت شرکت براساس مسئولیت اجتماعی و تصویر محصول شرکت"، مطالعات نوین کاربردی در مدیریت و اقتصاد، دوره 1، شماره 3، صص. 7-18.
موسی‌خانی، م.، یزدانی، ح.ر. و رایج، ح. (1386). "نقش بازاریابی درونی در ایجادیک مزیت رقابتی پایدار"، دومین کنفرانس بین المللی مدیریت استراتژیک، تهران، گروه ناب، موسسه مدیریت و توسعه.
Aragón-Correa, J.A. (1998). “Strategic proactivity and firm approach to the natural environment”, Academy of Management Journal, Vol. 41(5), PP. 556-567.
Baker, W.E. & Sinkula, J.M. (2005). “Market orientation and the new product paradox”, Journal of Product Innovation Management, Vol. 22(6), PP. 483-502.
Banerjee, S.B. (2002). “Corporate environmentalism: The construct and its measurement”, Journal of Business Research, Vol. 55(3), PP. 177-191.
Banerjee, S.B. (2017). “Corporate environmentalism and the greening of strategic marketing: Implications for marketing theory and practice”,
Charter, M. & Polonsky, M.J. (1999). “Greener Marketing: A global perspective on green marketing practices”, London, Routledge, 1st Edition, P. 432.
Banerjee, S.B., Iyer, E.S. & Kashyap, R.K. (2003). “Corporate environmentalism: antecedents and influence of industry type”, Journal of Marketimg, Vol. 67(2), PP. 106-122.
Buysse, K. & Verbeke, A. (2003). “Proactive environmental strategies: A stakeholder management perspective”, Strategic Management Journal, Vol. 24(5), PP. 453-470.
Campbell, J.L. (2007). “Why Would Corporations Behave in Socially Responsible Ways? An Institutional Theory of Corporate Social Responsibility”, the Academy of Management Review, Vol. 32(3), PP. 946-967.
Chamorro, A., Rubio, S. & Miranda, F.J. (2009). “Characteristics of research on green marketing”, Business Strategy and the Environment, Vol. 18(1), PP. 223-239.
Charter, M. & Polonsky, M.J. (1999). “Green marketing: A global perspective on green marketing practices”, Sheffield: Greenleaf Publication.
Chen, H.C. & Yang, C.H. (2019). “Applying a multiple criteria decision-making approach to establishing green marketing audit criteria”, Journal of Cleaner Production, Vol. 10, PP. 256-265.
Chen, Y.S., Lai, S.B. & Wen, C.T. (2006). “The influence of green innovation performance on corporate advantage in Taiwan”, Journal of Business Ethics, Vol. 67(4), PP. 331-339.
Dangelico, R.M. & Vocalelli, D. (2017). “Green marketing: An analysis of definitions, strategy steps, and tools through a systematic review of the literature”, Journal of Cleaner Production, Vol. 165, PP. 1263-1279.
EU, (European Union), (2015). “Closing the loop-An EU action plan for the circular economy”, Com (2015) 614/2, Brussels: European Union.
Fornell, C. & Larcker, D.F. (1981). “Structural equation models with unobservable variables and measurement error. Algebra and statistics”, Journal of Marketing Research, Vol. 18(3), PP. 382-388.
Fraj-Andrés, E., Martinez-Salinas, E. & Matute-Vallejo, J. (2009). “A multidimensional approach to the influence of environmental marketing and orientation on the firm's organizational performance”, Journal of Business Ethics, Vol. 88(2), PP. 263-286.
Geels, F., McMeekin, A., Mylan, J. & Southerton, D. (2015). “A critical appraisal of sustainable consumption and production research: The reformist, revolutionary and reconfiguration positions”, Global Environmental Change, Vol. 34, PP. 1-12.
Gibbs, D. & O'Neill, K. (2016). “Future green economies and regional development: A research agenda”, Regional Studies, Vol. 50(1), PP. 161–173.
González-Benito, J. & González-Benito, Ós. (2005). “Environmental proactivity and business performance: an empirical analysis”, Omega, Elsevier, Vol. 33(1), PP. 1-15.
Hart, O. (1995). “Firms, contracts, and financial structure”, Oxford: Oxford University press.
Henriques, I. & Sadorsky, P. (1999). “The Relationship between Environmental Commitment and Managerial Perceptions of Stackholder Importance”, the Academy of Management Journal, Vol. 41(1), PP. 89-99.
Hong, Z. & Guo, X. (2019). “Green product supply chain contracts considering environmental responsibilities”, Omega, Vol. 83, PP. 155-166.
Hulland, J. (1999). “Use of partial least squares (PLS) in strategic management research: A review of four recent studies”, Strategic Management Journal, Vol. 20(2), PP. 195-204.
Hult, M. & Tomas, G. (2011). “A Strategic Focus on Multinationality and firm performance”, Global Strategy Journal, 11.
Kärnä, J., Hansen, E. & Juslin, H. (2003). “Social responsibility in environmental marketing planning”, European Journal of Marketing, Vol. 37(5/6), PP. 848-871.
Kim, K.H, Jion, B.J., Jung, H.S., Lu, W. & Jones, J. (2012). “Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image”, Journal of Business Research, Vol. 65(11), PP. 1612-1617.
Lee, K. (2008). “Opportunities for green marketing: young consumers”, Marketing Intelligence & Planning, Vol. 26(6), PP. 573-586.
Leonidou, L.C., Fotiadis, T.A., Christodoulides, L., Spyropoulou, S. & Katsikeas, C.S. (2015). “Environmentally friendly export business strategy: Its determinants and effects on competitive advantage and performance”, International Business Review, Vol. 24(5), PP. 798-811.
Leonidou, C.N, Katsikeas, C.S. & Morgan, N.A. (2013). “Greening the marketing mix: Do firms do it and does it pay off?”, Journal of the Academy of Marketing Science, Vol. 41(2), P. 151.
Leonidou, C. & Leonidou, L. (2011). “Research into environmental marketing/management: a bibliographic analysis”, European Journal of Marketing, Vol. 45(1/2), PP. 68-103.
Lim, M. (2016). “A blueprint for sustainability marketing: Defining its conceptual boundaries for progress”, Marketing Theory, Vol. 16(2), PP. 232-249.
Menon, A. & Menon, A. (1997). “Enviropreneurial marketing strategy: The emergence of corporate environmentalism as market strategy”, Journal of Marketing, (Jan 1), PP. 51-67.
Miles, M.P. & Covin, J.G. (2000). “Environmental marketing: A source of reputational, competitive, and financial advantage”, Journal of Business Ethics, Vol. 23(3), PP. 299-311.
Moreau, V., Sahakian, M., Van Griethuysen, P. & Vuille, F. (2017). “Coming full circle: Why social and institutional dimensions matter for the circular economy”, Journal of Industrial Ecology, Vol. 21(3), PP. 497-506.
Nidumolu, R., Prahalad, C.K. & Rangaswami, M.R. (2009). “Why sustainability is now the key driver of innovation”, Harvard Business Review, (September), PP. 57-64.
Oliver, C. (1991). “Strategic responses to institutional processes”, Academy of Management Review, Vol. 16(1), PP. 145-179.
Papadas, K.K. & Avlonitis, G.J. (2014). “The 4 C's of environmental business: Introducing a new conceptual framework”, Social Business, Vol. 4(4), PP. 345-360.
Papadas, K.K., Avlonitis, G.J. & Carrigan, M. (2017). “Green marketing orientation: Conceptualization, scale development and validation”, Journal of Business Research, Vol. 80, P. 236-246.
Papadas, K.K., Avlonitis, G.J., Carrigan, M. & Piha, L. (2018). “The interplay of strategic and internal green marketing orientation on competitive advantage”, Journal of business research, Vol. 104, PP. 632-643.
Polonsky, M.J. (1995). “A stakeholder theory approach to designing environmental marketing strategy”, Journal of Business & Industrial Marketing, Vol. 10(3), PP. 29-46.
Polonsky, M.J. (2011). “Transformative green marketing: Impediments and opportunities”, Journal of Business Research, Vol. 64, PP. 1311-1319.
Porter, M.E. & Van der Linde, C. (1995). “Green and competitive: Ending the stalemate”, Harvard Business Review, Vol. 73(5), PP. 120-134.
Pujari, D., Wright, G. & Peattie, K. (2003). “Green and competitive: Influences on environmental new product development performance”, Journal of Business Research, Vol. 56(8), PP. 657-671.
Ramus, C.A. (2001). “Organizational support for employees: Encouraging creative ideas for environmental sustainability”, California Management Review, Vol. 43(3), PP. 85-105.
Rashid, N.R.N.A., Rahman, N.I.A. & Khalid, S.A. (2014). “Environmental corporate social responsibility (ECSR) as a strategic marketing initiative”, Procedia-Social and Behavioral Sciences, Vol. 130, PP. 499-508.
Sharma, S. & Henriques, I. (2005). “Stakeholder influences on sustainability practices in the Canadian forest products industry”, Strategic Management Journal, Vol. 26(2), PP. 159-180.
Sharma, S. & Vredenburg, H. (1998). “Proactive corporate environmental strategy and the development of competitively valuable organizational capabilities”, Strategic Management Journal, Vol. 19(8), PP. 729-753.
UNEP (United Nations Environmental Programme). (2011). “Towards a green economy: pathways to sustainable development and poverty eradication” – a synthesis for policy makers. Retrieved from https://www.unep.org /greeneconomy /sites /unep.org. Greeneconomy /files /field /image /green_economyreport_final_dec2011.pdf.
Webster, F.E. (2009). “Marketing IS management: The wisdom of Peter Drucker”, Journal of the Academy of Marketing Science, Vol. 37(1), PP. 20-27.
Wetzels, M. & Odekerken, G. (2009). “Using PLS Path Modeling for Assessing Hierarchical Construct Models: Guidelines and Epirical Illustration”, MIS Quaterly, Vol. 33(1), PP. 177-195.
_||_حقیقی‌نسب، م.، یزدانی، ح.ر. و داورپناه کیاسرایی، ف. (1395). "تاثیر حمایت مدیریت ارشد از اقدامات زیست محیطی بر استراتژی بازاریابی سبز و عملکرد زیست محیطی کسب وکارهای صنعتی در ایران"، تحقیقات بازاریابی نوین، دوره 6، شماره 1(20)، صص. 23-38.
داوری، ع. و رضازاده، آ. (1392). "مدل‌سازی معادلات ساختاری با نرم‌افزار PLS"، سازمان انتشارات جهاد دانشگاهی، چاپ اول.
دلجوی شهیر، ج.، سیفی‌زاده، س. و غلامی مبارک‌آبادی، ر. (1397). "تأثیر بازاریابی سبز بر شهرت شرکت براساس مسئولیت اجتماعی و تصویر محصول شرکت"، مطالعات نوین کاربردی در مدیریت و اقتصاد، دوره 1، شماره 3، صص. 7-18.
موسی‌خانی، م.، یزدانی، ح.ر. و رایج، ح. (1386). "نقش بازاریابی درونی در ایجادیک مزیت رقابتی پایدار"، دومین کنفرانس بین المللی مدیریت استراتژیک، تهران، گروه ناب، موسسه مدیریت و توسعه.
Aragón-Correa, J.A. (1998). “Strategic proactivity and firm approach to the natural environment”, Academy of Management Journal, Vol. 41(5), PP. 556-567.
Baker, W.E. & Sinkula, J.M. (2005). “Market orientation and the new product paradox”, Journal of Product Innovation Management, Vol. 22(6), PP. 483-502.
Banerjee, S.B. (2002). “Corporate environmentalism: The construct and its measurement”, Journal of Business Research, Vol. 55(3), PP. 177-191.
Banerjee, S.B. (2017). “Corporate environmentalism and the greening of strategic marketing: Implications for marketing theory and practice”,
Charter, M. & Polonsky, M.J. (1999). “Greener Marketing: A global perspective on green marketing practices”, London, Routledge, 1st Edition, P. 432.
Banerjee, S.B., Iyer, E.S. & Kashyap, R.K. (2003). “Corporate environmentalism: antecedents and influence of industry type”, Journal of Marketimg, Vol. 67(2), PP. 106-122.
Buysse, K. & Verbeke, A. (2003). “Proactive environmental strategies: A stakeholder management perspective”, Strategic Management Journal, Vol. 24(5), PP. 453-470.
Campbell, J.L. (2007). “Why Would Corporations Behave in Socially Responsible Ways? An Institutional Theory of Corporate Social Responsibility”, the Academy of Management Review, Vol. 32(3), PP. 946-967.
Chamorro, A., Rubio, S. & Miranda, F.J. (2009). “Characteristics of research on green marketing”, Business Strategy and the Environment, Vol. 18(1), PP. 223-239.
Charter, M. & Polonsky, M.J. (1999). “Green marketing: A global perspective on green marketing practices”, Sheffield: Greenleaf Publication.
Chen, H.C. & Yang, C.H. (2019). “Applying a multiple criteria decision-making approach to establishing green marketing audit criteria”, Journal of Cleaner Production, Vol. 10, PP. 256-265.
Chen, Y.S., Lai, S.B. & Wen, C.T. (2006). “The influence of green innovation performance on corporate advantage in Taiwan”, Journal of Business Ethics, Vol. 67(4), PP. 331-339.
Dangelico, R.M. & Vocalelli, D. (2017). “Green marketing: An analysis of definitions, strategy steps, and tools through a systematic review of the literature”, Journal of Cleaner Production, Vol. 165, PP. 1263-1279.
EU, (European Union), (2015). “Closing the loop-An EU action plan for the circular economy”, Com (2015) 614/2, Brussels: European Union.
Fornell, C. & Larcker, D.F. (1981). “Structural equation models with unobservable variables and measurement error. Algebra and statistics”, Journal of Marketing Research, Vol. 18(3), PP. 382-388.
Fraj-Andrés, E., Martinez-Salinas, E. & Matute-Vallejo, J. (2009). “A multidimensional approach to the influence of environmental marketing and orientation on the firm's organizational performance”, Journal of Business Ethics, Vol. 88(2), PP. 263-286.
Geels, F., McMeekin, A., Mylan, J. & Southerton, D. (2015). “A critical appraisal of sustainable consumption and production research: The reformist, revolutionary and reconfiguration positions”, Global Environmental Change, Vol. 34, PP. 1-12.
Gibbs, D. & O'Neill, K. (2016). “Future green economies and regional development: A research agenda”, Regional Studies, Vol. 50(1), PP. 161–173.
González-Benito, J. & González-Benito, Ós. (2005). “Environmental proactivity and business performance: an empirical analysis”, Omega, Elsevier, Vol. 33(1), PP. 1-15.
Hart, O. (1995). “Firms, contracts, and financial structure”, Oxford: Oxford University press.
Henriques, I. & Sadorsky, P. (1999). “The Relationship between Environmental Commitment and Managerial Perceptions of Stackholder Importance”, the Academy of Management Journal, Vol. 41(1), PP. 89-99.
Hong, Z. & Guo, X. (2019). “Green product supply chain contracts considering environmental responsibilities”, Omega, Vol. 83, PP. 155-166.
Hulland, J. (1999). “Use of partial least squares (PLS) in strategic management research: A review of four recent studies”, Strategic Management Journal, Vol. 20(2), PP. 195-204.
Hult, M. & Tomas, G. (2011). “A Strategic Focus on Multinationality and firm performance”, Global Strategy Journal, 11.
Kärnä, J., Hansen, E. & Juslin, H. (2003). “Social responsibility in environmental marketing planning”, European Journal of Marketing, Vol. 37(5/6), PP. 848-871.
Kim, K.H, Jion, B.J., Jung, H.S., Lu, W. & Jones, J. (2012). “Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image”, Journal of Business Research, Vol. 65(11), PP. 1612-1617.
Lee, K. (2008). “Opportunities for green marketing: young consumers”, Marketing Intelligence & Planning, Vol. 26(6), PP. 573-586.
Leonidou, L.C., Fotiadis, T.A., Christodoulides, L., Spyropoulou, S. & Katsikeas, C.S. (2015). “Environmentally friendly export business strategy: Its determinants and effects on competitive advantage and performance”, International Business Review, Vol. 24(5), PP. 798-811.
Leonidou, C.N, Katsikeas, C.S. & Morgan, N.A. (2013). “Greening the marketing mix: Do firms do it and does it pay off?”, Journal of the Academy of Marketing Science, Vol. 41(2), P. 151.
Leonidou, C. & Leonidou, L. (2011). “Research into environmental marketing/management: a bibliographic analysis”, European Journal of Marketing, Vol. 45(1/2), PP. 68-103.
Lim, M. (2016). “A blueprint for sustainability marketing: Defining its conceptual boundaries for progress”, Marketing Theory, Vol. 16(2), PP. 232-249.
Menon, A. & Menon, A. (1997). “Enviropreneurial marketing strategy: The emergence of corporate environmentalism as market strategy”, Journal of Marketing, (Jan 1), PP. 51-67.
Miles, M.P. & Covin, J.G. (2000). “Environmental marketing: A source of reputational, competitive, and financial advantage”, Journal of Business Ethics, Vol. 23(3), PP. 299-311.
Moreau, V., Sahakian, M., Van Griethuysen, P. & Vuille, F. (2017). “Coming full circle: Why social and institutional dimensions matter for the circular economy”, Journal of Industrial Ecology, Vol. 21(3), PP. 497-506.
Nidumolu, R., Prahalad, C.K. & Rangaswami, M.R. (2009). “Why sustainability is now the key driver of innovation”, Harvard Business Review, (September), PP. 57-64.
Oliver, C. (1991). “Strategic responses to institutional processes”, Academy of Management Review, Vol. 16(1), PP. 145-179.
Papadas, K.K. & Avlonitis, G.J. (2014). “The 4 C's of environmental business: Introducing a new conceptual framework”, Social Business, Vol. 4(4), PP. 345-360.
Papadas, K.K., Avlonitis, G.J. & Carrigan, M. (2017). “Green marketing orientation: Conceptualization, scale development and validation”, Journal of Business Research, Vol. 80, P. 236-246.
Papadas, K.K., Avlonitis, G.J., Carrigan, M. & Piha, L. (2018). “The interplay of strategic and internal green marketing orientation on competitive advantage”, Journal of business research, Vol. 104, PP. 632-643.
Polonsky, M.J. (1995). “A stakeholder theory approach to designing environmental marketing strategy”, Journal of Business & Industrial Marketing, Vol. 10(3), PP. 29-46.
Polonsky, M.J. (2011). “Transformative green marketing: Impediments and opportunities”, Journal of Business Research, Vol. 64, PP. 1311-1319.
Porter, M.E. & Van der Linde, C. (1995). “Green and competitive: Ending the stalemate”, Harvard Business Review, Vol. 73(5), PP. 120-134.
Pujari, D., Wright, G. & Peattie, K. (2003). “Green and competitive: Influences on environmental new product development performance”, Journal of Business Research, Vol. 56(8), PP. 657-671.
Ramus, C.A. (2001). “Organizational support for employees: Encouraging creative ideas for environmental sustainability”, California Management Review, Vol. 43(3), PP. 85-105.
Rashid, N.R.N.A., Rahman, N.I.A. & Khalid, S.A. (2014). “Environmental corporate social responsibility (ECSR) as a strategic marketing initiative”, Procedia-Social and Behavioral Sciences, Vol. 130, PP. 499-508.
Sharma, S. & Henriques, I. (2005). “Stakeholder influences on sustainability practices in the Canadian forest products industry”, Strategic Management Journal, Vol. 26(2), PP. 159-180.
Sharma, S. & Vredenburg, H. (1998). “Proactive corporate environmental strategy and the development of competitively valuable organizational capabilities”, Strategic Management Journal, Vol. 19(8), PP. 729-753.
UNEP (United Nations Environmental Programme). (2011). “Towards a green economy: pathways to sustainable development and poverty eradication” – a synthesis for policy makers. Retrieved from https://www.unep.org /greeneconomy /sites /unep.org. Greeneconomy /files /field /image /green_economyreport_final_dec2011.pdf.
Webster, F.E. (2009). “Marketing IS management: The wisdom of Peter Drucker”, Journal of the Academy of Marketing Science, Vol. 37(1), PP. 20-27.
Wetzels, M. & Odekerken, G. (2009). “Using PLS Path Modeling for Assessing Hierarchical Construct Models: Guidelines and Epirical Illustration”, MIS Quaterly, Vol. 33(1), PP. 177-195.
