Strategic Planing
Mehrnoush Moghimi Kia; Amir Najafi
Abstract
Background and Aim: The present study, with an emphasis on the fundamental and critical importance of the Green Approach in the organization's marketing strategies, is interested in a scientific and practical response to this research question, which "The effect of green marketing strategies on performance ...
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Background and Aim: The present study, with an emphasis on the fundamental and critical importance of the Green Approach in the organization's marketing strategies, is interested in a scientific and practical response to this research question, which "The effect of green marketing strategies on performance through knowledge creation parameters?".Method: The present study is based on descriptive, analytical (correlation) and applied research in the field of green and green marketing in the single-grain company. The statistical population consisted of almost 150 people. Sampling without placement from the finite society and using the Morgan table, studied 90 of the community. Librarian studies, interviews, and the use of a questionnaire designed by the researcher are three methods that the present study has used to collect the information it needs. The "Cronbach Alpha" has applied for measuring the reliability of the instrument. Besides, to test the content's validity of this tool, it is used the opinion of elites related to the subject under study with the literature and theoretical theories.Findings and Conclusion: The results showed that each of the hypotheses is statistically significant, green marketing strategies have a positive and significant effect on the organisation's performance due to knowledge creation parameters, and the impact of each of the elements of the green blend on the strategies of knowledge creation is not the same.