ارائه چارچوبی به منظور تبیین مؤلفه‌های بازاریابی پایدار با استفاده از روش فراترکیب و دلفی در شرکتهای دانش‌بنیان
محورهای موضوعی : مدیریت بازاریابی
سیامک آزادی
1
(دانشجوی دکتری مدیریت بازرگانی، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران)
فرشید نمامیان
2
(استادیار، گروه مدیریت بازرگانی، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران)
فخرالدی معروفی
3
(دانشیار، گروه مدیریت بازرگانی، دانشگاه کردستان، دانشکده علوم انسانی و اجتماعی، سنندج، ایران)
علیرضا مرادی
4
(استادیار، گروه علوم اقتصادی، واحد کرمانشاه، دانشگاه آزاد اسلامی، کرمانشاه، ایران)
کلید واژه: شرکتهای دانش‌بنیان, بازاریابی پایدار, فرا ترکیب, دلفی,
چکیده مقاله :
امروزه توجه به مفهوم ﺑﺎزارﯾﺎﺑﯽ ﭘﺎﯾﺪار ﺿﺮورﺗﯽ برای تمامی شرکتهای هزاره جدید است. در واقع ﺑﺎزارﯾﺎﺑﯽ ﭘﺎﯾﺪار ﺑﺮ آن اﺳﺖ ﺗﺎ ﺑﺎ ﺧﻠﻖ ارزشﻫﺎی اﺟﺘﻤﺎﻋﯽ و زﯾﺴﺖ ﻣﺤﯿﻄﯽ ﺑﺮای ﻣﺸﺘﺮﯾﺎن ﻫﺪف ﺧﻮد مزیت آفرینی ﻧﻤﺎﯾﺪ. هدف این پژوهش، ارائه چارچوبی به منظور تبیین مؤلفه‌های بازاریابی پایدار با بهره‌‌‌‌‌‌‌گیری از اطلاعات موجود در پایگا‌ه‌های علمی معتبر و نظرات خبرگان می‌باشد. ﺗﺤﻘﯿﻖ حاضر ﺑﺮ ﻣﺒﻨﺎی ﻫﺪف از ﻧﻮع ﺗﺤﻘﯿﻘﺎت اﮐﺘﺸﺎﻓﯽ، ﺑﺮ اساس دﺳﺘﺎورد ﯾﺎ ﻧﺘﯿﺠﻪ ﺗﺤﻘﯿﻖ، ﯾﮏ ﺗﺤﻘﯿﻖ ﮐﺎرﺑﺮدی و همچنین از حیث نوع داده‌ها ﯾﮏ ﺗﺤﻘﯿﻖ ﮐﯿﻔﯽ به شمار می‌آید. برای انجام این پژوهش در مرحله اول و برای تحلیل ادبیات پژوهش از روش فراترکیب استفاده شد. سپس با استفاده از روش دلفی دو مرحله‌ای که در دور اول تعداد 14نفر و در دور دوم 11 نفر از ایشان همکاری نموده‌اند، نظرات خبرگان شرکتهای دانش‌بنیان غرب کشور اخذ گردیده و در قالب 10 مقوله و 31 مفهوم طبقه‌بندی شدند. نتایج حاکی از آن است که مؤلفه‌های بازاریابی پایدار در شرکتهای دانش بنیان از مقوله‌های مدیریت ارزش مشتری، توسعه برند پایدار، پایداری زیست محیطی، توسعه محصولات پایدار، سرمایه محیطی و اجتماعی، کسب‌وکار پایدار، نوآوری پایدار، مدیریت بازاریابی سبز، مدیریت استراتژیک پایدار و مدیریت تغییر یکپارچه تشکیل شده است.
Today, attention to the concept of sustainable marketing is the need for all new millennium. In fact, its value is one of its advantages and disadvantages. The purpose of this study is to provide a framework to explain the components of sustainable marketing using the information available in reputable scientific databases and expert opinions. The present study is based on purpose of the type of exploratory research, on the basis of achievement or result, an applied study and in terms of data type is considered a qualitative research. To conduct this research in the first stage and to analyze the research literature, the meta- synthesis method was used. then, using the two - step Delphi method in the first round of 14 people and in the second round of 11 of them, experts ' opinions were based on the foundations of knowledge firms in the west of the country and were classified into 10 categories and 31 concepts. The results show that the components of sustainable marketing in knowledge-based companies from 10 categories of customer value management, sustainable brand development, environmental sustainability, sustainable product development, environmental and social capital, sustainable business, sustainable innovation, green marketing management, Sustainable strategic management and integrated change management have been formed.
1- Kamara M., Coff C. & Wynne B. “GMO’s and sustainability”, available at: www. Cesagen. Lancs. Ac. uk/resources/docs/GMOs_and_Sustainability_August, 2006. Pdf.
2- Divandari A., Mohammadian M,. Shami Zanjani M. & Abedi E. “Compilation and explanation of customer knowledge management deployment framework in Iran's private commercial banks”, Journal: Business Management, spring, 2013; 6(1): 41-66.
3- Manrai L.A., Manrai A.K., Lascu D.N. & Ryans J.K. “How Green-Claim Strength and Country Disposition Affect Product Evaluation and Company Image”, Psychology & Marketing, 1997; 14(5): 511-537.
4- Kotler P. & Armstrong G. “Principles of Marketing, 10th ed. Pearson education: NJ. MacMahon S., Smith S., Canadian Commercial Real Estate; Sustainability Performance Report, Realpac (Jantzi-Sustainalytics), 2004; 2010.
5- Jones P., Clarke-Hill C., Comfort D. & Hillier D. “Marketing and sustainability”, Marketing Intelligence & Planning, 2008; 26(2): 123-130.
6- Tollin K., Christensen L.B. & Wilke R. “Sustainability in business from amarketing perspective”, J. Strateg. Mark, 2015; 23(6): 471-496.
7- Frank-Martin B. “Sustainability Marketing: A Blueprint of a Research Agenda,” Marketing Management in the Food Industry. Discussion Paper No. 1. [Online] Available: http: //www. Food. WI. Tum. De, 2005.
8- Adams R., Jeanrenaud S., Bessant J., Denyer D. & Overy P. “Sustainabilityoriented innovation: a systematic review”, Int. J. Manag. Rev, 2016; 18: 180-205.
9- Martin D. & Schouten J. “Sustainable Marketing. Prentice Hall, Upper Saddle River, NJ, 2012.
10- Belz F-M. & Peattie K. “Sustainability marketing: A Global Perspective”, Chichester: Wiley, 2009.
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12- Charter M., Peattie K., Ottman J. & Polonsky M.J. “Marketing and sustainability, Centre for Business Relationships, Accountability”, Sustainability and Society (BRASS), P 7, 2002.
13- Elkington J. & Julia H. “The Green Consumer Guide”, London, UK: Victor Gollancz, 1988.
14- Polonsky M.J. & Rosenberger P.J.III. “Reevaluating Green Marketing: Strategic Approach”, Business Horizons, 2001; 9-10: 21-30.
15- Henion K.E. & Thomas C. & Kinnear. “Ecological Marketing. Chicago, IL: American Marketing Association”, the University of Wisconsin – Madison, 1976.
16- Belz F.M. “Marketing in 21 Century”, Business Strategy and the Environment, 2006; 15: 139-144.
17- Massa S. & Testa S. “A Knowledge Management Approach to Organizational Competitive Advantage: Evidence from the Sector”, European Managent Journal, 2009, 27(2): 129141.
18- Cunningham C. “Technology Diaspora: Israeli hightech industry faces a modern day exodus. Red Herring”, Special Report on Israel, 2000; 82: 252-257.
19- Obermiller C., Burke C. & Atwood A. “Sustainable business as marketing strategy”, Innovative Marketing, 2008; 4(3): 20-27.
20- Kassarjian H. “Incorporating Ecology into Marketing Strategy: The Case of Air Pollution”, Journal of Marketing, 1971; 61-65.
21- Seuring S. & Muller M. “From a literature review to a conceptual framework for sustainable supply chain management”, Journal of Cleaner Production, 2008; 16(15): 1699-1710.
22- Drucker P.F. “The Practice of Management”, Harper & Brothers, New York, 1954.
23- American Marketing Association. “What are the definitions of marketing and marketing research? 2013, 2016
24- Balmer J.M.T. & Greyser S.A. “Corporatemarketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation”, Eur. J. Mark. 2006; 40 (7/8): 730-741.
25- Kumar V., Rahman Z. & Kazmi A.A. “Sustainability Marketing Strategy: An Analysis of Recent Literature”, Global Business Review, 2013; 14(4): 601-625.
26- Zadek S. “Doing Good and Doing Well: Making the Business Case for Corporate Citizenship, (November 2000) Conference Board, 2000.
27-McCann-Erickson, Quoted in “Can Sustainability Sell?’ (2002). / UNEP. Www. uneptie. Org/pc/sustain/reports/advertisin g/can-sustainability-Sell.
28- Shafii Roudposhti, M., Khodadad Hosseini, S.H., Kurd Naij, A. & Mohammadian, M. “Conceptualization of sustainable marketing research model in Iran's automobile industry”, Journal: Management Researches in Iran, winter, 2012; 18(1): 25-53.
29- Robert W., Wooliscroft B. & Higham J. “Sustainable Market Orientation: A New Approach to Managing Marketing Strategy”, Journal of Macromarketing, 2010, 30(2): 160-170.
30- Pomering A. “Marketing for Sustainability: Extending the conceptualization of the marketing mix to drive value for individuals and society at large”, Australasian Journal of Marketing, 2017; 25(2): 157-165. Doi: 10. 1016/j. ausmj. 2017. 04. 011.
31- Arabi S.M. “Doctoral course pamphlet, Philosophical foundations of research method, Tehran: School of Management and Accountin"g”, Allameh Tabataba'i University, 2003.
32- Sandelowski M., Barroso J. & Voils C.I. “Using qualitative metasummary to synthesize qualitative and quantitative descriptive findings”, Research in nursing & health, 2007; 30(1): 99-111.
33- Zarei A., Balochi, H. “Identifying and extracting the components of impulse buying drivers using the "ultracomposite" method”, journal: Commercial Strategies, Spring and Summer, 22nd year, 2014; 1(5): 53-68.
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1- Kamara M., Coff C. & Wynne B. “GMO’s and sustainability”, available at: www. Cesagen. Lancs. Ac. uk/resources/docs/GMOs_and_Sustainability_August, 2006. Pdf.
2- Divandari A., Mohammadian M,. Shami Zanjani M. & Abedi E. “Compilation and explanation of customer knowledge management deployment framework in Iran's private commercial banks”, Journal: Business Management, spring, 2013; 6(1): 41-66.
3- Manrai L.A., Manrai A.K., Lascu D.N. & Ryans J.K. “How Green-Claim Strength and Country Disposition Affect Product Evaluation and Company Image”, Psychology & Marketing, 1997; 14(5): 511-537.
4- Kotler P. & Armstrong G. “Principles of Marketing, 10th ed. Pearson education: NJ. MacMahon S., Smith S., Canadian Commercial Real Estate; Sustainability Performance Report, Realpac (Jantzi-Sustainalytics), 2004; 2010.
5- Jones P., Clarke-Hill C., Comfort D. & Hillier D. “Marketing and sustainability”, Marketing Intelligence & Planning, 2008; 26(2): 123-130.
6- Tollin K., Christensen L.B. & Wilke R. “Sustainability in business from amarketing perspective”, J. Strateg. Mark, 2015; 23(6): 471-496.
7- Frank-Martin B. “Sustainability Marketing: A Blueprint of a Research Agenda,” Marketing Management in the Food Industry. Discussion Paper No. 1. [Online] Available: http: //www. Food. WI. Tum. De, 2005.
8- Adams R., Jeanrenaud S., Bessant J., Denyer D. & Overy P. “Sustainabilityoriented innovation: a systematic review”, Int. J. Manag. Rev, 2016; 18: 180-205.
9- Martin D. & Schouten J. “Sustainable Marketing. Prentice Hall, Upper Saddle River, NJ, 2012.
10- Belz F-M. & Peattie K. “Sustainability marketing: A Global Perspective”, Chichester: Wiley, 2009.
11- Maxwell D. & Van der Vorst R. “Developing sustainable products and services”, J. Cleaner Prod, 2003; 11: 883-895.
12- Charter M., Peattie K., Ottman J. & Polonsky M.J. “Marketing and sustainability, Centre for Business Relationships, Accountability”, Sustainability and Society (BRASS), P 7, 2002.
13- Elkington J. & Julia H. “The Green Consumer Guide”, London, UK: Victor Gollancz, 1988.
14- Polonsky M.J. & Rosenberger P.J.III. “Reevaluating Green Marketing: Strategic Approach”, Business Horizons, 2001; 9-10: 21-30.
15- Henion K.E. & Thomas C. & Kinnear. “Ecological Marketing. Chicago, IL: American Marketing Association”, the University of Wisconsin – Madison, 1976.
16- Belz F.M. “Marketing in 21 Century”, Business Strategy and the Environment, 2006; 15: 139-144.
17- Massa S. & Testa S. “A Knowledge Management Approach to Organizational Competitive Advantage: Evidence from the Sector”, European Managent Journal, 2009, 27(2): 129141.
18- Cunningham C. “Technology Diaspora: Israeli hightech industry faces a modern day exodus. Red Herring”, Special Report on Israel, 2000; 82: 252-257.
19- Obermiller C., Burke C. & Atwood A. “Sustainable business as marketing strategy”, Innovative Marketing, 2008; 4(3): 20-27.
20- Kassarjian H. “Incorporating Ecology into Marketing Strategy: The Case of Air Pollution”, Journal of Marketing, 1971; 61-65.
21- Seuring S. & Muller M. “From a literature review to a conceptual framework for sustainable supply chain management”, Journal of Cleaner Production, 2008; 16(15): 1699-1710.
22- Drucker P.F. “The Practice of Management”, Harper & Brothers, New York, 1954.
23- American Marketing Association. “What are the definitions of marketing and marketing research? 2013, 2016
24- Balmer J.M.T. & Greyser S.A. “Corporatemarketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation”, Eur. J. Mark. 2006; 40 (7/8): 730-741.
25- Kumar V., Rahman Z. & Kazmi A.A. “Sustainability Marketing Strategy: An Analysis of Recent Literature”, Global Business Review, 2013; 14(4): 601-625.
26- Zadek S. “Doing Good and Doing Well: Making the Business Case for Corporate Citizenship, (November 2000) Conference Board, 2000.
27-McCann-Erickson, Quoted in “Can Sustainability Sell?’ (2002). / UNEP. Www. uneptie. Org/pc/sustain/reports/advertisin g/can-sustainability-Sell.
28- Shafii Roudposhti, M., Khodadad Hosseini, S.H., Kurd Naij, A. & Mohammadian, M. “Conceptualization of sustainable marketing research model in Iran's automobile industry”, Journal: Management Researches in Iran, winter, 2012; 18(1): 25-53.
29- Robert W., Wooliscroft B. & Higham J. “Sustainable Market Orientation: A New Approach to Managing Marketing Strategy”, Journal of Macromarketing, 2010, 30(2): 160-170.
30- Pomering A. “Marketing for Sustainability: Extending the conceptualization of the marketing mix to drive value for individuals and society at large”, Australasian Journal of Marketing, 2017; 25(2): 157-165. Doi: 10. 1016/j. ausmj. 2017. 04. 011.
31- Arabi S.M. “Doctoral course pamphlet, Philosophical foundations of research method, Tehran: School of Management and Accountin"g”, Allameh Tabataba'i University, 2003.
32- Sandelowski M., Barroso J. & Voils C.I. “Using qualitative metasummary to synthesize qualitative and quantitative descriptive findings”, Research in nursing & health, 2007; 30(1): 99-111.
33- Zarei A., Balochi, H. “Identifying and extracting the components of impulse buying drivers using the "ultracomposite" method”, journal: Commercial Strategies, Spring and Summer, 22nd year, 2014; 1(5): 53-68.
