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

Document Type : Original Article

Authors

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

3 Assistant Professor, Department of Business Administration, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

10.48308/jbmp.2025.239082.1664

Abstract

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).

Keywords

Main Subjects

References

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History

  • Receive Date: 08 March 2025
  • Revise Date: 05 May 2025
  • Accept Date: 07 May 2025

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