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Ethical Marketability Model Effective on the Development of New Environmentally Friendly Products
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Abstract: (249 Views) |
Background: More than a marketing strategy, ethical marketing is a philosophy that affects all aspects of marketing. The purpose of this research is to design a model of ethical marketing capabilities effective on the development of new products compatible with the petrochemical environment of Abadan.
Method: The current research was applied and among the qualitative researches that was conducted using the foundational data method. The statistical population was experts and managers with petrochemical experience in Abadan, and a sample of 20 people was selected from among them using the purposeful and snowball sampling method. The interview tool was in-depth and semi-structured, and the Spickard method was used to design the interview. Finally, the data were analyzed with the triple coding method.
Findings: "knowledge management", "branding and effective internal and external branding", "customer orientation" and "ethical market orientation" as background factors; "Measuring, monitoring and research in the market", "innovation", "flexible marketing mix dimensions", "structural factors" and "intelligent human resource management" as causal factors, "improving 360-degree relationships"; "Creating customer advantage"; and "environmental and peripheral factors" as intervening factors, "improvement of communication ability", "value creation" and "agility of organization and processes" and "improvement of market-oriented" as strategies, and "a more colorful presence" in the market", "environmentally friendly products", and "ethical development of the organization" have been selected as the consequences of ethical marketing capabilities on the development of new products in Abadan Petrochemical.
Conclusion: This model has provided a comprehensive view on the factors affecting the development of new products for Abadan Petrochemical and can be a light for research and development managers, marketing managers and senior managers of this company |
Article number: 19 |
| Keywords: Ethical marketing, Product development, Petrochemicals |
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Full-Text [PDF 529 kb]
(157 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2023/03/8 | Accepted: 2023/04/30 | Published: 2023/08/28
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