طراحی و آزمون مدل بازاریابی پایدار با رویکرد بوم‌شناسی صنعتی در شرکت‌ پایانه‌های نفتی ایران

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی ،تهران ، ایران.

2 استادیار، گروه مدیریت بازرگانی، واحد تهران مرکزی، دانشگاه آزاد اسلامی، تهران، ایران.

10.48308/jbmp.2025.239082.1664

چکیده

هدف: مطالعه حاضر با هدف طراحی و آزمون مدل بازاریابی پایدار با رویکرد بوم‌شناسی صنعتی در شرکت‌ پایانه‌های نفتی ایران انجام شد.
روش: این مطالعه از نوع کاربردی-توسعه‌ای است و به‌صورت توصیفی با رویکرد پیمایش مقطعی انجام شده است. جامعه پژوهش شامل دو گروه از خبرگان است: اساتید مدیریت بازاریابی و صنعتی (خبرگان نظری) و مدیران شرکت پایانه‌های نفتی ایران (خبرگان تجربی). نمونه‌گیری به روش نظری انجام شد و پس از رسیدن به اشباع نظری، 18 نفر از خبرگان در بخش کیفی شرکت کردند. حجم نمونه با استفاده از روش تحلیل توان 150 نفر برآورد شد. برای تحلیل داده‌ها از نرم‌افزار Maxqda و روش داده بنیاد در بخش کیفی و از نرم‌افزار Smart PLS و روش حداقل مربعات جزئی در بخش کمی استفاده شد.
‌ یافته‌ها : براساس یافته‌های پژوهش مشخص گردید، شرایط علّی (هم‌زیستی صنعتی، هم‌رقابتی صنعتی، پاسخ به خواسته‌های مشتریان و پایداری درون‌سازمانی) بر پدیده محوری ( بازاریابی پایدار) تاثیرگذارند. پدیده محوری، شرایط زمینه‌ای (بوم‌شناسی صنعتی و زیرساخت‌های پایداری) و شرایط مداخله‌گر (مسائل سیاسی و تحریم حاکمیتی‌) بر راهبردها و اقدامات (استراتژی بوم‌شناسی‌ صنعتی) تاثیرگذارند. در نهایت راهبردها و اقدامات به پیامدها (بهره‌وری و اثربخشی شرکت، جلب رضایت ذینفعان و مشتریان، مسئولیت اجتماعی شرکت و مسئولیت زیست‌محیطی شرکت) منجر می‌شوند.
نتیجه‌گیری: بر اساس ننایج شرکت‌های پایانه‌های نفتی ایران با اتخاذ استراتژی‌های بازاریابی پایدار مبتنی بر بوم‌شناسی صنعتی، می‌توانند به‌طور مؤثری با چالش‌های اقتصادی و سیاسی مواجه شده و بهره‌وری و رضایت مشتریان را به‌طور همزمان افزایش دهند. این نتایج می‌توانند راهگشای توسعه پایدار در صنعت نفت کشور باشند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Design and Testing of a Sustainable Marketing Model with an Industrial Ecosystem Approach for the Iranian Oil Terminals Company

نویسندگان [English]

  • Hossein Yaghobizadeh 1
  • Soheil Sarmadsaidy 2
  • behrooz ghasemi 2
1 PhD Student, Department of Business Administration, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
2 Assistant Professor, Department of Business Administration, Central Tehran Branch, Islamic Azad University, Tehran, Iran
چکیده [English]

Objective:
The present study aimed to design and explain a sustainable marketing model with an industrial ecology approach in Iranian oil terminal companies.
Methodology:
This study is a descriptive research with a cross-sectional survey approach in terms of its applied-developmental purpose and in terms of its data collection method. The participant population includes theoretical experts and empirical experts With the theoretical sampling method and after reaching theoretical saturation, 18 experts finally participated in the qualitative part. In the quantitative part, the perspective of managers and experts of Iranian oil terminal companies was used, and the sample size was estimated at 150 people using the power analysis method. For data analysis in the qualitative part, the grounded theory method with Maxqda software was used, and in the quantitative part, the partial least squares method with Smart PLS software was used.
Findings:
In the findings section, in the open coding stage, 991 codes were initially identified, with duplicate codes removed and synonyms combined. Finally, 6 selective codes, 13 axial codes, and 71 open codes were obtained using a systematic method.
Conclusion:
Based on the research results, it was determined that causal conditions (industrial coexistence, industrial co-competition, response to customer , and intra-organizational sustainability) affect the central phenomenon (sustainable marketing). The central phenomenon, contextual conditions (industrial ecology and sustainability infrastructure), intervening conditions (political issues and government sanctions) affect strategies actions (industrial ecology strategy). Ultimately, strategies and actions lead to outcomes (company productivity and effectiveness, stakeholder customer satisfaction, corporate social responsibility, andcorporate environmental responsibility).

کلیدواژه‌ها [English]

  • Sustainable marketing
  • industrial ecology
  • Iranian oil terminals company

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  • تاریخ دریافت: 18 اسفند 1403
  • تاریخ بازنگری: 15 اردیبهشت 1404
  • تاریخ پذیرش: 17 اردیبهشت 1404

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