مدیریت اخلاقی بازار؛ شبیه سازی نقش هنجارهای اخلاقی - اسلامی در آمیخته بازاریابی سبز

نوع مقاله : مدیریت و سازمان(اخلاق و مسئولیت اجتماعی، رهبری و تحول سازمانی، عملکرد سازمانی، ریسک، مدیریت منابع سازمانی، سطوح تحلیل سازمانی، بلوغ سازمانی، آسیب­‌شناسی سازمانی، نظام اداری، . . . )

نویسندگان

1 عضو هیات علمی دانشگاه سمنان

2 دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

چکیده

علم بازاریابی عامل پیشرفت جوامع است اما به همان میزان، ورود مسائل غیر اخلاقی به حوزه بازاریابی برای انسان مشکل ایجاد می‌نماید. یک رویکرد به بازاریابی اخلاق‌محور، مقوله بازاریابی سبز است که تنها متضمن محصولات حامی محیط زیست نیست بلکه رهنمودهایی در تمام ابعاد بازاریابی دارد. این عقیده که بازاریابی سبز همان بازاریابی اخلاقی است می‌تواند پژوهشگران را با ابهام مواجه نماید، لذا در این پژوهش یک مدل علی از مدیریت اخلاقی بازار در بستری از اصول اخلاقی - اسلامی حاکم بر هر یک از اجزاء آمیخته بازاریابی با استفاده از شیوه پویائی سیستم‌ها توسعه داده شد. داده‌ها از طریق مطالعات کتابخانه‌ای و روش کیفی تحلیل مضمون گردآوری شد. برای این منظور با مدیران صنعت چربی‌های گیاهی مصاحبه و نهایتاً داده‌ها به وسیلة نرم‌افزار Vensim تحلیل و سناریو‌سازی گردید. یافته‌ها در چهار گروه ارزشمند بودن کالا، مدنظر قراردادن رضایت مشتری، تقویت روابط صحیح اجتماعی، و پاسخگوئی سازمان نسبت به عملکرد کانال توزیع طبقه‌بندی شدند. نتایج نشان داد مدیریت اخلاقی بازار متکی بر هنجارهای اخلاقی - اسلامی است که در بلندمدت از طریق ایجاد حس اعتماد در مشتری به تداوم روابط متقابل خریدار و فروشنده منجر خواهد شد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Ethical Marketing Management; Simulation of Islamic - Ethical Norms in Green Mix Marketing

نویسنده [English]

  • Gholamreza Amini Khiabani 2
2 Faculty of Economics, Management and Administrative Sciences
چکیده [English]

Although marketing science is an effective factor for humans to improve their life, it will lead to problems if not going about ethical issues, the right way. Marketing should be established on ethical norms. Green marketing is a modern approach to marketing explaining both environmentally friendly products and principles for all other aspects of marketing science. The green marketing and the ethical marketing are different from each other which may drop scholars into an ambiguous situation, if considered as the same thing. In this study, a casual model was initially designed to describe Islamic ethical norms in accordance with each component of green mix marketing built upon an ethical infrastructure. Then, ethical norms were connected to each other using system dynamics approach. Data was collected through in-library study and theme analysis method. To this end, we used several interviews with managers in vegetable oils and fats industry as the statistical population of this research. Mathematical equations were formulated by Vensim 6.4 to simulate scenarios. Eventually, results demonstrated that ethical management pertains to the Islamic ethical norms. Findings were classified in 4 sections including valuable goods, customer satisfaction, social relationship and accountability to distributors. Findings also showed ethics in green marketing leads to an increase in market demands, long term relations and buyer-seller profitability.

کلیدواژه‌ها [English]

  • Ethical Marketing Management
  • Ethics
  • Ethics Theory in Marketing
  • Green Marketing
  • Islamic Ethics Norms
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