مدیریت مالی هوشمند

مدیریت مالی هوشمند

ارتقای ارزش‌افزوده در زنجیره تأمین پایدار با تمرکز بر نوآوری در بازاریابی سبز جهت خلق مزیت رقابتی پایدار در بنگاه‌های اقتصادی عراق

نوع مقاله : مقاله پژوهشی

نویسندگان
1 دانشجوی دکترای مدیریت بازاریابی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
2 استاد، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
3 استاد گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
چکیده
هدف: پژوهش حاضر با هدف تبیین سازوکار ارتقای ارزش‌افزوده در زنجیره تأمین پایدار از طریق نوآوری در بازاریابی سبز و مدل‌سازی نحوه دستیابی به مزیت رقابتی پایدار در بنگاه‌های اقتصادی عراق انجام شده است.
روش‌شناسی: این مطالعه از منظر پارادایمی، تفسیرگرا و با رویکرد استقرایی و راهبرد کیفی مبتنی بر نظریه‌پردازی داده‌بنیاد (رهیافت نظام‌مند اشتراوس و کوربین) به اجرا درآمده است. داده‌ها از طریق مصاحبه‌های عمیق نیمه‌ساختاریافته با ۱۹ نفر از خبرگان (شامل مدیران ارشد، مشاوران و متخصصان زنجیره تأمین، بازاریابی و پایداری در صنایع مختلف فعال در بازار عراق) تا دستیابی به اشباع نظری گردآوری شد. تحلیل داده‌ها طی سه مرحله کدگذاری باز، محوری و انتخابی با روش مقایسه مداوم صورت گرفت.
یافته‌ها: تحلیل داده‌ها به استخراج ۱۰۵ کد باز، شش بعد پارادایمی و یک پدیده هسته منجر گردید. مدل به‌دست‌آمده نشان می‌دهد که «هم‌افزایی راهبردی زنجیره تأمین پایدار و نوآوری در بازاریابی سبز» به‌عنوان پدیده محوری، تحت تأثیر شرایط علّی (فشارهای نهادی و مقرراتی، پویایی‌های رقابتی، و محرک‌های اقتصادی بهره‌وری منابع) شکل می‌گیرد. این هم‌افزایی در بستر شرایط زمینه‌ای (ساختار سنتی و حساسیت بالای قیمتی در بازار عراق، مقیاس بنگاه، و بلوغ حکمرانی) و تحت تأثیر شرایط مداخله‌گر (نااطمینانی‌های ارزی/مرزی/تعرفه‌ای، ضعف زیرساخت‌های داده‌ای شبکه، و ریسک بدبینی مصرف‌کننده/سبزشویی) هدایت می‌شود. راهبردهای اجرایی شامل بازپیکربندی تدارکات سبز، طراحی بوم‌شناختی محصول (اکودیزاین)، بازاریابی شفاف و شواهدمحور، و توانمندسازی شبکه‌ای است که در نهایت به پیامدهای چندسطحی (ارتقای کارایی منابع، تقویت مشروعیت و وفاداری برند، کاهش ریسک‌های نهادی، و تثبیت مزیت رقابتی پایدار و تاب‌آوری صادراتی) می‌انجامد.
نتیجه‌گیری: یافته‌ها مؤید آن است که پایداری نه یک ابزار تبلیغاتی مجزا، بلکه یک شایستگی محوری بین‌وظیفه‌ای است؛ به‌گونه‌ای که اثربخشی نوآوری در بازاریابی سبز صرفاً در سایه هم‌پوشانی کامل با قابلیت‌های عملیاتی زنجیره تأمین و اجتناب از ادعاهای غیرواقعی (سبزشویی) محقق می‌شود. دلالت‌های مدیریتی پژوهش بر ترجمه پیام‌های سبز به مؤلفه‌های ملموس (سلامت، دوام و صرفه‌جویی اقتصادی)، طراحی سیستم‌های لجستیک معکوس کم‌هزینه در مبادی مرزی، و توسعه مکانیزم‌های قیمت‌گذاری تمایزی ارزش‌محور تأکید دارد.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Enhancing Value Addition in Sustainable Supply Chains: A Focus on Green Marketing Innovation for Creating Sustainable Competitive Advantage in Iraqi Business Enterprises

نویسندگان English

Shahd Salam Abdoraman 1
Mohammad Bashokouh 2
Naser Seifullahi 3
Qasem Zarei 2
1 PhD Student in Marketing Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
2 Professor, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
3 Professor, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
چکیده English

This study aims to elucidate the mechanisms of enhancing value-added across sustainable supply chains through green marketing innovation, thereby creating a sustainable competitive advantage for enterprises operating in the Iraqi market. Adopting an interpretivist paradigm and an inductive approach, the study utilized a qualitative Grounded Theory strategy (Strauss and Corbin’s systematic approach). In-depth semi-structured interviews were conducted with 19 industry experts and senior managers across diverse sectors until theoretical saturation was achieved. Data analysis through constant comparative method yielded 105 open codes, categorized within the classical paradigm model. Findings identify “Strategic Synergy between Sustainable Supply Chain and Green Marketing Innovation” as the core phenomenon, driven by causal conditions (institutional/regulatory pressures, competitive dynamics, and resource-efficiency drivers). This core interaction operates within specific contextual conditions (price sensitivity and traditional market structures in Iraq, firm scale, and governance maturity) and is bounded by intervening conditions (currency/border uncertainties, data infrastructure gaps, and greenwashing risks). Key strategies encompass green procurement reconfiguration, eco-design, evidence-based green communication, and network empowerment, culminating in multi-tiered consequences, including resource efficiency, enhanced brand legitimacy/equity, reduced institutional risks, and robust export resilience. The study underscores that sustainability is an integrated, cross-functional competence where green marketing claims must strictly align with operational supply chain performance. Practical implications emphasize tangible green value communication, low-cost reverse logistics, and value-based tiered pricing models.

کلیدواژه‌ها English

Sustainable Supply Chain
Green Marketing Innovation
Value-Added
Sustainable Competitive Advantage
Grounded Theory
Iraqi Market
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