Volume 8, Issue 4 (2-2022)
Human Information Interaction 2022, 8(4): 66-81 |
Back to browse issues page
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Khobreh A, Kashefi Neyshabouri M R, Naami A, Hashemi S M. Clarifying the Effect of Porter Greening the Competitive Advantage in the Marketing Process by Emphasizing the Marketing Information System and Information Behavior (Case Study: Oil Industry). Human Information Interaction 2022; 8 (4)
URL: http://hii.khu.ac.ir/article-1-3004-en.html
URL: http://hii.khu.ac.ir/article-1-3004-en.html
Abstract: (3445 Views)
Objective: Study clarifies the effect of greening Porter's competitive advantage in the marketing process by emphasizing the marketing information system.
Method: Study used applied developmental and qualitative method. Population included experts and marketing and environmental experts of oil companies, from which 13 samples were selected by targeted snowball method for semi-structured interviews. A content analysis method based on data foundation theory was used to analyze the data. Appropriate codes were assigned to different parts of the data and concepts were determined. Selective coding allowed to refine categories and the main dimensions of the research emerged in the form of causal, pivotal, contextual, intervening, strategies, and accordingly to determine emergence of Porter's competitive advantage in the marketing process.
Findings: Findings showed that entrepreneurial behaviors and managerial factors provide the basis for sustainable green marketing and then green social responsibility for oil companies. Meanwhile, organizational agility paves the way for sustainable green marketing and social responsibility. Green marketing also affects the positioning of green and ultimately green competitive advantage for the company and customers by influencing the capabilities of the company, production factors and environmental factors.
Conclusion: Results showed that the green marketing process is a complex process that affects the agility of the organization, entrepreneurial behavior and managerial factors leads to green positioning and ultimately, a green competitive advantage for the company and customers
Method: Study used applied developmental and qualitative method. Population included experts and marketing and environmental experts of oil companies, from which 13 samples were selected by targeted snowball method for semi-structured interviews. A content analysis method based on data foundation theory was used to analyze the data. Appropriate codes were assigned to different parts of the data and concepts were determined. Selective coding allowed to refine categories and the main dimensions of the research emerged in the form of causal, pivotal, contextual, intervening, strategies, and accordingly to determine emergence of Porter's competitive advantage in the marketing process.
Findings: Findings showed that entrepreneurial behaviors and managerial factors provide the basis for sustainable green marketing and then green social responsibility for oil companies. Meanwhile, organizational agility paves the way for sustainable green marketing and social responsibility. Green marketing also affects the positioning of green and ultimately green competitive advantage for the company and customers by influencing the capabilities of the company, production factors and environmental factors.
Conclusion: Results showed that the green marketing process is a complex process that affects the agility of the organization, entrepreneurial behavior and managerial factors leads to green positioning and ultimately, a green competitive advantage for the company and customers
Keywords: Green Marketing, Entrepreneurial Behavior, Organizational Agility, Marketing Information System, Competitive Advantage
References
1. Afshar Safavi, M.J., Shojaei Baghini, G., Rostami, M.R. (2021). Identifying effective factors in the competitiveness of print media with social networks for survival, Journal of Human Information Interaction, Volume 8, 1, 58-72. (Persian)
2. Akbari, M., Althea, S. H., Sadeghpour, P. (2016). The Impact of Green Marketing on Customer Purchasing Intent with the Mediating Role of Corporate Social Responsibility and Product Image, Journal of Business Reviews, Volume 13, 73, 34-44. (Persian)
3. Awad, T. (2011). Environmental segmentation alternatives: buyers' profiles and implications, Journal of Islamic Marketing, 2, pp. 55-73. [DOI:10.1108/17590831111115240]
4. Ayazzadeh Shirazi, R. (2011). Investigating the Impact of Outsourcing Strategy on Creating Competitive Advantage with Porter Model Approach in Zamyad Company, M.Sc. Thesis, Islamic Azad University, Central Tehran Branch. (Persian)
5. Barney, J.B. (1999). Looking inside for competitive Advantage, Academy of Management CoX Executive, Vol 1, pp.13-27.
6. Beigzadeh, A. H., Askari, A., Naami, A., & Rousta, A. (2020). Presenting a local model of guerrilla marketing in small and medium-sized businesses in Iran based on the theory of corporate information behavior, Journal of Human Information Interaction, 6, 4, 50-64. (Persian)
7. Bigdeli, Z., Pourmousavi, Z. (2018). Investigating the information-seeking behavior of everyday life and information environments of Armenians in Tehran, Journal of Human Information Interaction, 4, 4, 52-63. (Persian).
8. Beiraghipanah, E., Askari, A., Naami, A., & Rousta, A. (2020). Presenting a local marketing model with emphasis on consumers' attitudes in order to buy Iranian products with a customer information behavior approach. Human Information Interaction, 7(2), 0-0.
9. Cao, Guangming., Duan, Yanqing., Cadden, Trevor. (2019). The link between information processing capability and competitive advantage mediated through decision-making effectiveness, International Journal of Information Management, Volume 44, February 2019, 121-131. [DOI:10.1016/j.ijinfomgt.2018.10.003]
10. Chang, Kuo-Chien., Hsu, Chia-Lin., Hsu, Ya-Ti., Chen, Mu-Chen. (2019). How green marketing, perceived motives and incentives influence behavioral intentions, Journal of Retailing and Consumer Services, Volume 49, July 2019, 336-345. [DOI:10.1016/j.jretconser.2019.04.012]
11. Chen, Qian., Lu, Yaobin., Gong, Yeming (Yale)., Tang, Qing. (2018). Why do users resist service organization's brand mobile apps? The force of barriers versus cross-channel synergy, International Journal of Information Management, Available online 22 November 2018, In press.
12. Chen, Y. S. (2010) The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics 93 (2): 307-319. [DOI:10.1007/s10551-009-0223-9]
13. Cheraghi, M. (2016). Investigating the effect of green marketing tools on the intention to buy green products (Case study: gas-powered vehicles in Khorram Dareh city), Master Thesis in Business Management, Higher Education Institute, Khorram Dare Branch. (Persian)
14. Dangelico, Rosa Maria & Pontrandolfo, Pierpaolo. (2009). From green product definitions and classifications to the Green Option Matrix. Journal of Cleaner Production, 1608-1628. [DOI:10.1016/j.jclepro.2010.07.007]
15. Ebrahimi, T. (2017). Investigating the Relationship between Marketing Performance and Competitive Advantage among Employees of National Banks in Fars Province, Master Thesis in Industrial Management, and Islamic Azad University of Marvdasht. (Persian)
16. Eftekhar, Z., Ziaee, S., & Sharif Moghadam, H. (2019). Information-seeking behaviors in Islamic sciences research: a case study in theological fields, Journal of Human Information Interaction, 5, 5, 4, 64-76. (Persian)
17. Heydari, G., Bigdeli, Z., Mokhtari, B., & Khademi, R. (2017). Identification and analysis of business information behavior of companies located in Khuzestan Science and Technology Park: A qualitative study, Journal of Human Information Interaction, 4, 2, 88-107. (Persian)
18. Hosseini, Y., Ziaei, A. (2014). The Impact of Demographic Characteristics on Environmental Knowledge and Consumer Supportive Behaviors of Consumers, Journal of Business Management Perspective, Volume 13, 19, 185-206. (Persian)
19. Ko, E., Taylor, C., Sung, H., Lee, J., Wagner, U., Navarro, D., Wang, F. (2012). Global marketing segmentation usefulness in the sportswear industry. Journal of Business Research. 65:1565-1575. [DOI:10.1016/j.jbusres.2011.02.041]
20. Mau, H. (1999). Creation and Preemption for Competition Advantage, Management Decision, vol.37, p.259. [DOI:10.1108/00251749910264497]
21. Mohammad Ismail, S., & Naimi, J. (2017). Clustering and comparative study of information needs and information seeking behavior of scholars in the field and university of Khorasan Razavi province with the neural network algorithm Article, Journal of Human Information Interaction, 12, 90 - 103. (Persian).
22. Mohsen, A., Afshin, D., & Rousta, A. (2021). Explaining Brand Equity on Increasing Market Share based on Information Seeking and Infor-mation Behavior of Customers (Case study: Kish Commercial Centers). Human Information Inter-action, 8(3), 0-0.
23. Nadanyiova, Margareta., Kicova, Eva., Rypakova, Martina. (2015). Green Marketing and its Exploi-tation in Slovak Companies, Procedia Economics and Finance, Volume 26, 2015, 219-226. [DOI:10.1016/S2212-5671(15)00820-5]
24. Norm Borin, D., Cerf, C., Krishnan, R. (2011). Consumer effects of environmental impact in product labeling. Journal of Consumer Marketing, 28, 76-86. [DOI:10.1108/07363761111101976]
25. Papadas, Karolos-Konstantinos., Avlonitis, George J., Carrigan, Marylyn. Piha, Lamprini. (2019). The interplay of strategic and internal green marketing orientation on competitive advantage, Journal of Business Research, Volume 104, November 2019, 632-643. [DOI:10.1016/j.jbusres.2018.07.009]
26. Polonsky M.J and Rosenberger, P. (2001). Reeval-uating Green Marketing: a Strategic approach, Journal of Business /September October. [DOI:10.1016/S0007-6813(01)80057-4]
27. Porter, Michael E. (1990). The competitive ad-vantage of nation, New York: The Free Press, http://asesoriainternacional.com.
28. Porter, Michael. E. (1998). The Competitive Ad-vantage: Creating and Sustaining Superior Per-formance. Business & Economics. New York, MacMillan, Inc.
29. Porter, Micheal E. (1999). Competitive Strategy: Techniques for Analyzing Industries and Compet-itors, Free Press, New York.
30. Ranaei Kurdsholi, H., Yari Buzanjani, A. (2012). Investigating the Impact of Green Marketing Mix on Consumers' Green Purchase Decision (Case Study: Consumers of Pegah Dairy Products in Shiraz), Journal of Modern Marketing Research, 2, Issue 1, (4), 162-92. (Persian)
31. Rex, E., Baumann, H. (2007). Beyond ecolabels: What green marketing can learn from conventional marketing, Journal of cleaner production, Vol. 15, pp. 567-576. [DOI:10.1016/j.jclepro.2006.05.013]
32. Ruzeviciute, R,. Ruzevicius, J (2010). Brand equity integrated evaluation model: consumer-based ap-proach. Economics and management.،15:719-725.
33. Sherman, Rose O. (2018). Cultivating a Leadership Brand, Nurse Leader, Volume 16, and Issue 2, April 2018, 80-81. [DOI:10.1016/j.mnl.2018.01.001]
34. Singjai, Komkrit., Winata, Lanita., Kummer, Tyge-F. (2018). Green initiatives and their competitive advantage for the hotel industry in developing countries, International Journal of Hospitality Management, Volume 75, September 2018, 131-143. [DOI:10.1016/j.ijhm.2018.03.007]
35. Solomon, M.R. (2006). Consumer Behaviour: Buy-ing, Having, and Being. Prentice Hall: Englewood Cliffs, NJ.
36. Tan, B.C., & Lau, T.C. (2010). Attitude towards the Environment and Green Products: Consumers' Perspective, Management Science and Engineer-ing, Vol. 4, pp. 27-39.
37. Vance, A., Siponen, M., & Pahnila, S. (2012). Mo-tivating IS security compliance: insights from habit and protection motivation theory. Infor-mation & Management, 49 (3-4), 190-198. [DOI:10.1016/j.im.2012.04.002]
38. Wilson, T. D. (2000). Human Information Behav-ior. Information Science. 3 (2); 49-65.
39. Yilmaz Burca Selin. (2008). Competitive Ad-vantage Strategies for SMEs: A case study in tourist sector, Dokuz Eylul University, Turkey, 157- 171.
Send email to the article author
| Rights and permissions | |
 | This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
