ارزیابی عوامل مؤثر بر بازاریابی پایدار با استفاده از روش های ترکیبی تصمیم گیری چند معیاره (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
باتوجه به اهمیت شناسایی عوامل مؤثر بر بازاریابی پایدار به عنوان اولین و یکی از مهم ترین مراحل تحقق آن، مطالعه حاضر با هدف شناسایی و رتبه بندی عوامل مؤثر بر بازرایابی پایدار در صنعت پتروشیمی انجام شده است. این مطالعه به لحاظ هدف کاربردی و باتوجه به ماهیت و روش گردآوری و تحلیل داده ها، مطالعه ای آمیخته است. در بخش کیفی برای شناسایی عوامل مؤثر بر بازایابی پایدار از روش تحلیل نظام مند ادبیات و در بخش کمّی برای رتبه بندی عوامل شناسایی شده از روش ترکیبی دیمتل و فرایند تحلیل شبکه ای استفاده شده است. جامعه آماری بخش کیفی را مطالعات پیشین (مقاله های چاپ شده به زبان فارسی از سال 1370 تا 1403 و مقاله های چاپ شده به زبان انگلیسی از سال 1990 تا 2024 میلادی) تشکیل می دهند. در این ارتباط، پایگاه های داده فارسی (مانند مرکز اطلاعات علمی جهاد دانشگاهی و پورتال جامع علوم انسانی) و انگلیسی (مانند Emerald Insight SCOPUS,) به منظور شناسایی منابع لازم بررسی شده اند. جامعه آماری بخش کمّی از کارشناسان و خبرگان صنعت پتروشیمی استان کرمانشاه تشکیل شده است و مشارکت کنندگان با روش هدفمند و ازطریق معیارهای از قبل تعیین شده انتخاب شده اند. داده های لازم در بخش کمّی ازطریق بررسی منابع در دسترس گردآوری شده است. داده های لازم در بخش کمّی ازطریق پرسشنامه گردآوری و با استفاده از نرم افزارهای اکسل (برای محاسبات مربوط به روش دیمتل) و نرم افزار سوپر دسیژن (برای محاسبات فرایند تحلیل شبکه ای) تحلیل شده اند. یافته ها نشان می دهد عوامل مؤثر بر بازاریابی پایدار می توانند در 5 معیار اصلی دسته بندی شوند که به ترتیب اولویت عبارت اند از: معیار «فرهنگ سازمانی»؛ معیار «عوامل تولیدی»؛ معیار «ویژگی های زنجیره تأمین و توزیع»؛ معیار«عوامل رقابتی- بازار» و معیار «عوامل بازاریابی و فروش».Evaluation Factors Affecting Sustainable Marketing Using Mixed Methods of Multi-Criteria Decision-Making
By recognizing the significance of identifying factors influencing sustainable marketing as a crucial initial step, this study aimed to identify and rank these factors within the petrochemical industry. The research was applied in nature and employed a mixed-methods approach for data collection and analysis. In the qualitative phase, a systematic literature review was conducted to pinpoint the relevant factors affecting sustainable marketing. The quantitative phase utilized a combined DEMATEL method and network analysis process to rank these identified factors. The qualitative analysis drew from previous studies, including articles published in Persian from 1991 to 2024 and articles in English from 1990 to 2024. Relevant Persian databases, such as SID and the Comprehensive Portal of Humanities, along with English databases like Emerald Insight and SCOPUS, were thoroughly searched for necessary resources. In the quantitative phase, the statistical population consisted of experts and specialists in the petrochemical industry in Kermanshah Province. Participants were selected purposefully based on predetermined criteria. Data for this phase were collected through a questionnaire and supplemented by reviewing existing sources. The collected data were analyzed using Excel for DEMATEL calculations and Super Decision software for network analysis. The findings indicated that the factors affecting sustainable marketing could be categorized into 5 main criteria prioritized as follows: "organizational culture", "production factors", "supply and distribution chain characteristics", "competitive-market factors", and "marketing and sales factors". Introduction Climate change and the associated challenges have increasingly drawn the attention of citizens and governments to environmental issues in production and consumption. As a result, sustainable marketing has emerged as a central topic in marketing and consumption discussions (Abedin et al., 2024). In this evolving landscape where consumers are becoming more aware of the environmental impacts of their purchasing behaviors (Chung, 2020), the effectiveness of traditional marketing practices and models has diminished. Concepts like green marketing and sustainable marketing have gained prominence as effective strategies for aligning business practices with these new consumer expectations. Sustainable marketing is defined as the process of managing resources, programs, and marketing actions to meet customer needs and desires while also considering the social, economic, and environmental characteristics and concerns of the host community (Badawi et al., 2023). This approach is grounded in the principles of sustainable development, which require genuine and responsible behavior from both marketers and consumers (Vaskelainen et al., 2024). Consequently, sustainable marketing and the pathways to achieving it have become significant research topics in recent years, leading to numerous studies aimed at identifying the factors that influence sustainable marketing. However, a review of the existing literature reveals that different researchers have proposed various factors as antecedents to sustainable marketing. While managers require comprehensive, coherent, and integrated frameworks for planning and implementing management interventions (Teimouri & Mobasheri, 2024), the absence of a unified model remains a notable gap in the literature. Therefore, this study aimed to identify and prioritize the factors affecting sustainable marketing. Materials & Methods This study was applied in nature and employed a mixed-methods approach for data collection and analysis. In the qualitative phase, a systematic literature review was conducted to identify factors influencing sustainable marketing. In the quantitative phase, a combined DEMATEL method and network analysis process were utilized to rank the identified factors. A systematic literature review is a comprehensive and organized approach to collecting, evaluating, and summarizing evidence to address a specific research question. This process typically unfolds in 3 main stages: research planning, conducting the research, and compiling and presenting the findings. The network analysis process, a multi-attribute decision-making method, offers a robust framework for making informed decisions based on empirical information or the subjective judgments of decision-makers. The statistical population for the qualitative phase comprised previous studies, including articles published in Persian from 1991 to 2024 and articles published in English from 1990 to 2024. Persian databases, such as the SID Database Center and the Comprehensive Portal of Humanities, as well as English databases like Emerald Insight and SCOPUS, were explored to identify relevant resources. In the quantitative phase, the statistical population consisted of experts and specialists from the petrochemical industry in Kermanshah Province. Participants were selected purposefully based on predetermined criteria. Data for this phase were collected through a questionnaire and supplemented by reviewing available sources. The data were analyzed using Excel for DEMATEL calculations and Super Decision software for the network analysis process. Research Findings Following the guidelines of the systematic literature review research method, the study commenced with meetings involving the authors, during which relevant articles and scientific sources related to sustainable marketing and its influencing factors were briefly reviewed. Their significance was discussed and exchanged among the participants. In the subsequent stage, the problem statement and theoretical literature were compiled followed by a search for pertinent resources using related phrases and keywords in both Persian and English databases. This effort resulted in the identification of 137 articles. The researchers then evaluated these sources based on accessibility criteria, as well as the suitability of titles, abstracts, and content, ultimately selecting 58 sources for inclusion in the research. To identify initial codes related to the factors influencing sustainable marketing, the abstracts and findings of the selected articles were carefully reviewed. This process led to the extraction of factors identified or confirmed in each source, resulting in 41 final categories affecting sustainable marketing. Next, utilizing the Delphi technique, these factors were further screened to identify those specifically relevant to the petrochemical industry. At this stage, 21 final factors were identified. The identified categories were then organized into distinct components and the research criteria were established. Finally, these factors were prioritized. The findings indicated that the factors affecting sustainable marketing could be categorized into 5 main criteria prioritized as follows: organizational culture, production factors, supply and distribution chain characteristics, competitive-market factors, and marketing and sales factors. Discussion of Results & Conclusion By comparing our findings with previous studies revealed that while sustainable marketing had been explored across various organizations and industries, there had been a notable lack of research focused on the petrochemical industry, both domestically and internationally. Thus, investigating the factors influencing sustainable marketing in this sector represented a key distinction of this study. Moreover, our research highlighted that, despite the numerous studies conducted in this area, prioritizing and ranking the factors affecting sustainable marketing had not been addressed by researchers to date. This emphasis on prioritization served as the second distinguishing feature of our study compared to previous work. Given the practical implications of our findings, managers in the petrochemical industry can utilize these results to inform their planning and implement necessary measures to achieve sustainable marketing. The nature of our findings is also applicable to managers in other industries. By identifying and ranking the factors affecting sustainable marketing within a comprehensive and coherent framework, we can reduce the fragmentation of previous findings and address some gaps in the literature. This approach enhances managers' understanding and awareness of the key factors influencing sustainable marketing. Business managers, particularly those in the petrochemical sector, can base their strategies and actions on the insights gained from this study. Furthermore, the present research can serve as a valuable resource for future studies. Nevertheless, one limitation of this study was its reliance on previous research without collecting data from additional sources in the qualitative phase. Future researchers can explore the factors influencing sustainable marketing from the perspectives of various stakeholders, such as customers, business managers, and marketing executives, by designing and conducting exploratory studies. Additionally, examining the lived experiences of managers and employees within the petrochemical industry and other sectors can uncover new dimensions of this issue. In this context, employing phenomenological research designs may prove beneficial.
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