سامانه مدیریت نشریات علمی دانشگاه شهید بهشتی

محمدی فر, یوسف, کریمی, شهلا. (1402). مفهوم پردازی چالش‌های بازاریابی سبز در کسب و کارهای کوچک و متوسط. , 22(54), 117-152. doi: 10.48308/jbmp.2023.103816
یوسف محمدی فر; شهلا کریمی. "مفهوم پردازی چالش‌های بازاریابی سبز در کسب و کارهای کوچک و متوسط". , 22, 54, 1402, 117-152. doi: 10.48308/jbmp.2023.103816
محمدی فر, یوسف, کریمی, شهلا. (1402). 'مفهوم پردازی چالش‌های بازاریابی سبز در کسب و کارهای کوچک و متوسط', , 22(54), pp. 117-152. doi: 10.48308/jbmp.2023.103816
محمدی فر, یوسف, کریمی, شهلا. مفهوم پردازی چالش‌های بازاریابی سبز در کسب و کارهای کوچک و متوسط. , 1402; 22(54): 117-152. doi: 10.48308/jbmp.2023.103816

مفهوم پردازی چالش‌های بازاریابی سبز در کسب و کارهای کوچک و متوسط

چشم انداز مدیریت بازرگانی
مقاله 4، دوره 22، شماره 54 - شماره پیاپی 88، شهریور 1402، صفحه 117-152    اصل مقاله (906.33 K)
نوع مقاله: علمی - پژوهشی
شناسه دیجیتال (DOI): 10.48308/jbmp.2023.103816
نویسندگان
یوسف محمدی فر* 1؛ شهلا کریمی2
1استادیار گروه مدیریت و کارآفرینی، گروه مدیریت و کارآفرینی، دانشگاه رازی، کرمانشاه، ایران.
2دانشجوی دکتری کارآفرینی، گروه مدیریت و کارآفرینی، دانشگاه رازی، کرمانشاه، ایران.
چکیده
هدف: علی‌رغم مهم بودن موضوع چالش‌های بازاریابی سبز در کسب وکارهای کوچک و متوسط، کمتر پژوهشی به جمع‌بندی و تحلیل مطالب پراکنده مطرح شده این حوزه پرداخته است. هدف این پژوهش، واکاوی چالش‌های بازاریابی سبز در کسب و کارهای کوچک و متوسط است.
روش: مقاله پیش رو با رویکردی کیفی و با استفاده از روش فراترکیب، الگوی هفت مرحله‌ای سندلوسکی و باروسو به بررسی این موضوع می‌پردازد که برای توسعه بازاریابی سبز چه چالش‌هایی وجود دارد و راهکارهای مواجه با آن کدامند. بر این اساس مقالات منتشر شده در پایگاه‌های معتبر علمی داخلی و خارجی تا سال 1402 شناسایی و پیمایش شده سپس بر اساس منطق کدگذاری باز و کدگذاری بر اساس سازه‌های جامعه شناختی دسته‌بندی و مقوله‌بندی شدند.
یافته‌ها: یافته‌های این مطالعه منتج به شناسایی 68 مفهوم شد که در 12 مقوله دسته‌بندی شدند. در نهایت، نتایج حاصل از تحلیل در قالب مدل تحلیلی ارائه گردید.
نتیجه‌گیری: چالش‌های بازاریابی سبز در بنگاه‌های کوچک و متوسط متأثر از ماهیت فعالیت و فضای فعالیت در سه سطح: چالش‌های سطح بنگاه ( پارادایمی- اطلاعاتی- ارتباطی- استانداردسازی- نوآوری – بازاریابی- عملکردی) چالش‌های صنعت/بازار (صنعت و تعادل بازار) و چالش‌های کلان محیطی (زیست محیطی- قانونی-مصرف‌کنندگان) قابل تقسیم‌بندی هستند که در سطحی از اثرگذاری مستقل یا در هم تنیده به ایفای نقش می‌پردازند. بر اساس یافته‌ها بهبود وضعیت بازاریابی سبز در کسب‌وکارهای کوچک و متوسط منوط به همکاری و هماهنگی هر سه سطح بنگاه، صنعت/بازار و متغیرهای کلان محیطی است.
کلیدواژه‌ها
چالش؛ بازاریابی سبز؛ کسب‌وکار کوچک و متوسط؛ فراترکیب
عنوان مقاله [English]
Conceptualization of green marketing challenges in small and medium businesses
نویسندگان [English]
Yousef Mohamadifar1؛ Shahla Karimi2
1Assistant Professor, Department of Management and Entrepreneurship, Razi University, Kermanshah, Iran.
2PhD Student in Entrepreneurship, Department of Management and Entrepreneurship, Razi University, Kermanshah, Iran.
چکیده [English]
Objective: Despite the importance of the issue of green marketing challenges in small and medium businesses, little research has been done to summarize and analyze the scattered content of this field. The purpose of this research is to analyze the challenges of green marketing in small and medium businesses.

Method: The upcoming article with a qualitative approach and using the meta-combination method, the seven-stage model of Sandelowski and Barroso examines the issue of what challenges there are for the development of green marketing and what are the solutions to face it. Based on this, the articles published in reliable domestic and foreign scientific databases until 2023 were identified and searched, then they were classified and categorized based on the logic of open coding and coding based on sociological structures.

Findings: The findings of this study led to the identification of 68 concepts, which were categorized into 12 categories. Finally, the results of the analysis were presented in the form of an analytical model.
Conclusion: Green marketing challenges in small and medium-sized enterprises are affected by the nature of activity and activity environment at three levels: Enterprise level challenges (paradigm-informational-communication-standardization-innovation-marketing-functional) industry/market challenges (industry and market balance) And macro-environmental challenges (environmental-legal-consumers) can be divided, which play a role at a level of independent or intertwined effects. Based on the findings, the improvement of the green marketing situation in small and medium businesses depends on the cooperation and coordination of all three levels of the company, industry/market and macro environmental variables.
کلیدواژه‌ها [English]
challenge, green marketing, small and medium business, hybridization
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