طراحی مدل فرایندی بازاریابی سبز در صنعت دارو(رویکرد کیفی)
الموضوعات :Bita Hadizadeh Moghadam 1 , Hassan Biabani 2 , Esmaeil Hasnpour 3
1 - Department of Business Management-Marketing, Qeshm Branch, Islamic Azad University, Qeshm, Iran
2 - Department of Business Management-Marketing, Hormozgan Branch, Islamic Azad University, Management and Economics Faculty, Hormozgan, Iran
3 - Department of Business Management-Marketing, Qeshm Branch, Islamic Azad University, Qeshm, Iran
الکلمات المفتاحية: ببازاریابی سبز, تئوری داده بنیاد, شرکت‌های دارویی, الگوی فرایندی بازاریابی,
ملخص المقالة :
این پژوهش با هدف طراحی و تبیین ﻣﺪل فرایندی بازاریابی سبز در شرکت‌های دارویی به انجام رسید. این پژوهش از لحاظ هدف کاربردی، از لحاظ رویکرد، اکتشافی، و از لحاظ نحوه تجزیه و تحلیل داده ها، آمیخته (کیفی-کمّی) می باشد. در فاز کیفی تحقیق و به منظور طراحی مدل بر اساس متدولوژی تئوری داده بنیاد، گروهی از خبرگان که به مباحث فروش و بازاریابی شرکت های دارویی و استراتژی بازاریابی سبز اشراف کامل داشتند، انتخاب و مورد مصاحبه عمیق قرار گرفتند. در این فاز، از دو روش نمونه‌گیری هدفمند و گلوله برفی استفاده شد و این فرایند تا رسیدن به اشباع نظری محقق ادامه یافت و مجموعاً 11 مصاحبه صورت گرفت. در فاز کمّی، مدیران ارشد، میانی و عملیاتی شرکت‌های دارویی مستقر در تهران به عنوان جامعه آماری در نظر گرفته و از این میان، 210 نفر از روش نمونه برداری تصادفی ساده انتخاب شدند. در فاز کیفی تحقیق، ابزار اصلی جمع آوری داده ها مصاحبه‌های عمیق و غیرساختار یافته با خبرگان بود. در فاز کمّی تحقیق نیز، ابزار اصلی جمع آوری داده ها، پرسشنامه‌ای بسته و محقق ساز مشتمل بر 42 گویه بود که بر اساس مدل مفهومی اولیه طراحی گردید. در فاز کمّی تحقیق، جهت انجام تجزیه و تحلیل های توصیفی و استنباطی، از نرم‌افزارهای SPSS و Lisrel استفاده شد. سرانجام، نتایج تحقیق منجر به طراحی الگوی فرایندی بازاریابی سبز در شرکت‌های دارویی (بر اساس ساختار مدل پارادایمی) شد و روابط فرضی مدل در یک جامعه وسیع مورد آزمون و تأیید قرار گرفتند.
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2- Asif, M., Xuhui, W., Nasiri, A., Ayyub, S. (2017). Determinant Factors Influencing Organic Food Purchase Intention and the Moderating Role of Awareness: A Comparative Analysis, Food Quality and Preference.
3- Azgoli, F. (2018). A Review of Green Marketing Concepts and Strategies. 5th International Conference on Innovation, Development and Business. Tehran, Kian Pajouhan Scientific Institute.
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5- Buckly M. R., D s.Beu, D.D. Frink. (2001). Ethical Issues in Human Resources Systems, Human Resource Management Review, 11, 11-29.
6- Chegini Asl, R; Saleh Ardestani, A. (2016). Measuring the Impact of Green Marketing Tools on Consumer Purchasing Behavior (Case Study: West of Tehran). Quarterly Journal of Management and Accounting Studies, 1(2), 248-233.
7- Farazmand, S. (2016). The effect of green marketing mix on gaining a competitive advantage over drug distribution customers in Ahvaz. M.Sc. Thesis, Faculty of Literature and Humanities, Malayer University, Malayer.
8- Flick, A. (2009). An Introduction to Qualitative Research, (Translator: Hadi Jalili), Tehran: Nay Publishing.
9- Glaser, B.G., Strauss, A.L. (1967). the discovery of grounded theory: strategies for qualitative research. Chicago: Aldine.
10- Green, T., Peloza, J. (2011). How does corporate social responsibility create value for consumers? Journal of Consumer Marketing, 28/1, 48–56.
11- Mohammadi, R.; and Mirabi, A. (2016). Analysis and Study of the Role of E-Commerce in Green Marketing. The Second International Conference on New Developments in Management, Economics and Accounting, Tehran, Allameh Khoei Institute of Higher Education - Koosh International Company.
12- Papadas, 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, Available online, 19 July, In Press.
13- Prashant, K., BhimraoM M.G. (2015). Factors affecting consumers’ green product purchase decisions. Marketing Intelligence & Planning, 33(3), 330-347.
14- Sabet Motlagh,M. (2017). Identifying and prioritizing barriers to green product development using Demetel method and network analysis process. International Conference on Green Supply Chain, Lahijan, Pishgaman Science Assessment Company.
15- Safiri, Kh. (2008). Qualitative research method. Tehran: Pouya Publishing.
16- Shirafkan Ghaziani, M.; Nasimi, M. (2018). The Impact of Green Marketing on Customer Purchasing Intent with the Mediating Role of Social Responsibility and Company Image (Case Study: Amlon Company). Fifth National Conference on Applied Research in Management and Accounting. Tehran, Iran Management Association.
17- Shirkhodai, M.; Ghasemi Hamedani, A.; Habibnejad Lojandi, S. (2016). Investigating the Impact of Collectivism Value, Trust, Quality and Perceived Risk on Consumers' Intention to Buy Organic Products (Case Study: Consumers of Organic Products in Hormozgan Province), Hormozgan Cultural Research Journal, Bi-Quarterly, 6/82 (12), 17-1.
18- Strauss, A.; Corbin, J. (2006). Principles of Qualitative Research Methodology (Basic Theory; Procedures and Methods), (Translator: Rahmatollah Rahmatpour), Tehran: Institute of Humanities and Cultural Studies.
19- Taqawi, A; Moghtader Kargaran, J. (2015). Marketing of pharmaceutical products, World Conference on Psychology and Educational Sciences, Law and Social Sciences at the beginning of the third millennium, Shiraz, research of Green Industry Idea Market Company.
20- Yatish, J., Zillur, R. (2016). Predictors of young consumer’s green purchase behavior, Management of Environmental Quality. An International Journal, 27(4), 452-472.
21- Zakai, M. (2002). Theory and research in qualitative methods. Social Sciences Quarterly, No. 17, 49-33.
_||_1- Arasteh, M. (2017). Investigating the Relationship between Environmental Concerns and Environmental Attitudes with Green Purchasing Behavior of Consumers of Organic Agricultural Products. 2nd International Conference on Management and Accounting. Tehran, Salehan Institute of Higher Education.
2- Asif, M., Xuhui, W., Nasiri, A., Ayyub, S. (2017). Determinant Factors Influencing Organic Food Purchase Intention and the Moderating Role of Awareness: A Comparative Analysis, Food Quality and Preference.
3- Azgoli, F. (2018). A Review of Green Marketing Concepts and Strategies. 5th International Conference on Innovation, Development and Business. Tehran, Kian Pajouhan Scientific Institute.
4- Blakey, N. (2005). Social Research Design. (Translator: Hassan Chavoshian). Tehran: Nay Publishing.
5- Buckly M. R., D s.Beu, D.D. Frink. (2001). Ethical Issues in Human Resources Systems, Human Resource Management Review, 11, 11-29.
6- Chegini Asl, R; Saleh Ardestani, A. (2016). Measuring the Impact of Green Marketing Tools on Consumer Purchasing Behavior (Case Study: West of Tehran). Quarterly Journal of Management and Accounting Studies, 1(2), 248-233.
7- Farazmand, S. (2016). The effect of green marketing mix on gaining a competitive advantage over drug distribution customers in Ahvaz. M.Sc. Thesis, Faculty of Literature and Humanities, Malayer University, Malayer.
8- Flick, A. (2009). An Introduction to Qualitative Research, (Translator: Hadi Jalili), Tehran: Nay Publishing.
9- Glaser, B.G., Strauss, A.L. (1967). the discovery of grounded theory: strategies for qualitative research. Chicago: Aldine.
10- Green, T., Peloza, J. (2011). How does corporate social responsibility create value for consumers? Journal of Consumer Marketing, 28/1, 48–56.
11- Mohammadi, R.; and Mirabi, A. (2016). Analysis and Study of the Role of E-Commerce in Green Marketing. The Second International Conference on New Developments in Management, Economics and Accounting, Tehran, Allameh Khoei Institute of Higher Education - Koosh International Company.
12- Papadas, 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, Available online, 19 July, In Press.
13- Prashant, K., BhimraoM M.G. (2015). Factors affecting consumers’ green product purchase decisions. Marketing Intelligence & Planning, 33(3), 330-347.
14- Sabet Motlagh,M. (2017). Identifying and prioritizing barriers to green product development using Demetel method and network analysis process. International Conference on Green Supply Chain, Lahijan, Pishgaman Science Assessment Company.
15- Safiri, Kh. (2008). Qualitative research method. Tehran: Pouya Publishing.
16- Shirafkan Ghaziani, M.; Nasimi, M. (2018). The Impact of Green Marketing on Customer Purchasing Intent with the Mediating Role of Social Responsibility and Company Image (Case Study: Amlon Company). Fifth National Conference on Applied Research in Management and Accounting. Tehran, Iran Management Association.
17- Shirkhodai, M.; Ghasemi Hamedani, A.; Habibnejad Lojandi, S. (2016). Investigating the Impact of Collectivism Value, Trust, Quality and Perceived Risk on Consumers' Intention to Buy Organic Products (Case Study: Consumers of Organic Products in Hormozgan Province), Hormozgan Cultural Research Journal, Bi-Quarterly, 6/82 (12), 17-1.
18- Strauss, A.; Corbin, J. (2006). Principles of Qualitative Research Methodology (Basic Theory; Procedures and Methods), (Translator: Rahmatollah Rahmatpour), Tehran: Institute of Humanities and Cultural Studies.
19- Taqawi, A; Moghtader Kargaran, J. (2015). Marketing of pharmaceutical products, World Conference on Psychology and Educational Sciences, Law and Social Sciences at the beginning of the third millennium, Shiraz, research of Green Industry Idea Market Company.
20- Yatish, J., Zillur, R. (2016). Predictors of young consumer’s green purchase behavior, Management of Environmental Quality. An International Journal, 27(4), 452-472.
21- Zakai, M. (2002). Theory and research in qualitative methods. Social Sciences Quarterly, No. 17, 49-33.
