شناسایی الزام‌های مسئولیت اجتماعی تولیدکنندگان کالاهای تند‌مصرف در حوزه بازاریابی

نوع مقاله : علمی - پژوهشی

نویسندگان

1 * استادیار، دانشگاه علامه طباطبایی.

2 ** دانشیار، دانشگاه علامه طباطبایی.

3 *** استادیار، دانشگاه تهران.

4 **** دانشجوی دکتری، دانشگاه علامه طباطبایی (نویسنده مسئول).

چکیده

چکیده    در این پژوهش سعی شده است با به‌کارگیری رویکرد کیفی ترکیبی، ابعاد مسئولیت اجتماعی در حوزه فعالیت‌های بازاریابی شناسایی و ذی‌نفعان شرکت‌ها در این ارتباط مشخص شوند. بدین منظور نخست با استفاده از روش متاسنتز 79 مقاله مرتبط با مسئولیت اجتماعی شرکت‌ها به‌عنوان نمونه پژوهش شناسایی شده و شاخص‌های مسئولیت اجتماعی با مطالعه دقیق از آن‌ها استخراج شد؛ سپس به‌منظور شناسایی ابعاد تکمیلی و اجرایی‌تر با مدیران بازاریابی شرکت‌های دارای نشان سیب سبز وزارت بهداشت مصاحبه‌ صورت گرفت که 17 نفر بودند. روش نمونه‌گیری در این مرحله قضاوتی بود و علت انتخاب این شرکت‌ها برای بررسی، آشنایی آن‌ها با موارد مرتبط سلامتی و بخشی از حوزه‌های مسئولیت اجتماعی بود. پس از تحلیل مضمون محتوای این مصاحبه‌ها با کمک نرم‌افزار  NVIVO 11  سایر ابعاد کاربردی مسئولیت اجتماعی شرکت‌ها در حوزه بازاریابی نیز شناسایی شد. نتایج پژوهش 18 عامل را به‌عنوان الزام‌های مسئولیت اجتماعی در شرکت‌های تولیدکننده کالاهای تند‌مصرف با رویکرد بازاریابی ارائه کرد. این شاخص‌ها با قدرت تأثیرگذاری متفاوت شرکت‌ها را به سمت به‌کارگیری سیاست‌های مسئولیت اجتماعی سوق می‌دهد و ذ‌ی‌نفعان سیاست‌های مسئولیت اجتماعی شرکت، شامل ذی‌نفعان اولیه و ثانویه، را مشخص می‌کند.

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