تبیین قابلیت‌های‏‏ بازاریابی پویا مبتنی بر تغییرات اقلیمی: تحلیل اکتشافی از کسب‌وکارهای B2B

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.

2 استاد، گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.

3 دانشیار، گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.

10.22059/jibm.2023.357925.4563

چکیده

هدف: بحران تغییرات اقلیمی، روش زندگی و نحوۀ کار انسان‌ها را تغییر داده و به یکی از اصلی‌ترین محرک‌های تهدیدکنندۀ کسب‌وکارهای B2B در کشورهای در حال توسعه تبدیل شده است. مقابله با این تهدیدهای اقلیمی، برای بقای کسب‌وکارها در بازار و در نهایت، برای بقای کرۀ زمین بسیار اهمیت دارد. قابلیت‌های بازاریابی پویا که توانایی شرکت‌ها به‌منظور ایجاد شایستگی‌های داخلی و خارجی برای رسیدگی به تغییرات محیطی تعریف می‌شود، می‌تواند به کسب‌وکارهای B2B برای پاسخ به تغییرات اقلیمی کمک کند؛ از این رو شناسایی قابلیت‌های بازاریابی پویا، برای مواجهه با این تغییرات ضروری به نظر می‌رسد. بر همین اساس، پژوهش حاضر با هدف ارائۀ چارچوب مفهومی قابلیت‌های بازاریابی پویا، مبتنی بر تغییرات اقلیمی اجرا شده است.
روش: پژوهش حاضر در دسته پژوهش‌های کیفی قرار دارد و از لحاظ هدف کاربردی محسوب می‌شود و ماهیت آن اکتشافی است. نمونۀ آماری این پژوهش را آن دسته از مدیران کسب‌وکارهای B2B تشکیل داده‌اند که کسب‌وکارشان از تغییرات اقلیمی تأثیر می‌پذیرد و سابقۀ کاری آن‌ها در کسب‌وکار مدنظر، بیش از ۳ سال است. برای گردآوری داده‌ها با ۱۲ نفر از مطلعان کلیدی که به‌روش هدفمند انتخاب شدند، به‌صورت آنلاین و با استفاده از وب‌کم، مصاحبۀ نیمه‌ساختاریافته صورت گرفت. انتخاب نمونه‌ها تا جایی ادامه یافت که از کفایت داده‌ها اطمینان حاصل شد و اشباع داده‌ها صورت گرفت. سپس متن مصاحبه‌ها ترانویسی شد و با استفاده از نرم‌افزار اطلس و به‌روش تحلیل تماتیک استقرایی کدگذاری، تحلیل و تفسیر شدند. روش تحلیل تماتیک استقرایی روشی برای سازمان‌دهی و توصیف داده‌هاست. در پژوهش حاضر از پایایی باز آزمون برای محاسبۀ پایایی مصاحبه‌ها استفاده شد.
 
یافته‌ها: در این پژوهش چارچوب قابلیت‌های بازاریابی پویا مبتنی بر تغییرات اقلیمی با ۱۰۹ کد پایه و ۸ مضمون فرعی و ۳ مضمون اصلی تبیین شد. مضمون‌های اصلی عبارت‌اند از: مدیریت توسعۀ محصول، مدیریت زنجیرۀ تأمین و مدیریت ارتباط با مشتری مبتنی بر تغییرات اقلیمی. یافته‌های این پژوهش نشان می‌دهد که کسب‌وکارهای B2B در یک محیط پویا، متأثر از تغییرات اقلیمی با افزایش سواد اقلیمی و معماری محصولات و خدمات جدید مبتنی بر تغییرات اقلیمی، می‌توانند به توسعۀ محصول مبتنی بر تغییرات اقلیمی اقدام کنند و با مدیریت ریسک‌های تغییرات اقلیمی، ایجاد مسئولیت اقلیمی، افزایش کیفیت رابطۀ افقی و عمودی و با انجام اقدام‌های اقلیمی با شیوه‌ای نوین و منطبق بر تغییرات اقلیمی، به مدیریت زنجیرۀ تأمین بپردازند و با سازوکار پاسخ‌گویی و ایجاد ارتباطات قوی اقلیمی، ارتباط با مشتریان خود را مدیریت کنند.
نتیجه‌گیری: نتایج این پژوهش نشان می‌دهد که مدیران باید درک کنند که برای مقابله با تغییرات اقلیمی، هم قابلیت‌های درونی و هم قابلیت‌های بیرونی را توسعه دهند؛ از این رو ضروری است که مدیران به طراحی یک استراتژی کلی سازمانی، برای هدایت شیوه‌های پایدار اقدام کنند تا از طریق آن، به‌وضوح اهداف استراتژیک پایدار را بیان و فضای مناسب برای انعطاف در مقابل تغییرات اقلیمی را فراهم کنند و از هم‌سویی نتایج با اهداف مطمئن شوند. همچنین، نشان دادن مسئولیت‌پذیری اجتماعی، به‌خصوص در حوزۀ محیط زیست، می‌تواند بر شهرت برند تأثیر مثبتی داشته باشد. پس بهتر است مدیران در زمینۀ مسئولیت‌های زیست‌محیطی، خود را به رعایت قوانین و قواعدی ملزم کنند تا از آن طریق، کمترین آلودگی و تخریب محیط زیست و منابع طبیعی ایجاد شود و بخش اعظم تمرکز خود را بر چگونگی انطباق و سازگاری بیشتر کسب‌وکار با تغییرات اقلیمی قرار دهند و در یک چارچوب منطبق بر محیط زیست، همگام با محدودیت‌های تغییرات اقلیمی، به تولید یا ارائه خدمت اقدام کنند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Explaining Dynamic Marketing Capabilities Driven by Climate Change: An Exploratory Investigation of B2B Firms

نویسندگان [English]

  • Maryam Asgharinajib 1
  • Davood Feiz 2
  • Morteza Maleki Min Bash Razgah 3
  • Azim Zarei 2
1 Ph.D. Candidate, Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran.
2 Prof., Department of Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran.
3 Associate Prof., Department of Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran.
چکیده [English]

Objective
Projections on the severity of climate change-related disruptions and displacements are becoming increasingly alarming over time (DiBella, 2020). Since climate change-related hazards have large impacts on a vast range of businesses, from individual traders to multinational companies (Canevari-Luzardo, 2020; Goldstein et al., 2019; Neise et al., 2018; Schneider, 2014; Surminski, 2013; Surminski et al., 2018), direct and indirect losses (e.g., damage to personnel, assets, and stocks) have been inflicted on businesses. Therefore, in environments where climate change has led to environmental uncertainty, it seems necessary for organizations to create new marketing strategies and capabilities to address this issue. However, considering the consequences of climate change, no research has yet identified the dynamic marketing capabilities based on climate change. On the other hand, past research has focused on B2B marketing capabilities in developed countries such as the United States (Mariadoss et al., 2011; Krush et al., 2015), the United Kingdom (Kaleka & Morgan, 2019; Yu et al., 2014), Australia (Merrilees et al., 2011; O'Cass & Weerawardena, 2010), and Germany (Helm et al., 2020; Wilden et al., 2019). As a result, the findings of these studies cannot be generalized to developing countries (Kamboj & Rahman, 2015; Mora Cortez & Johnston, 2018), where there are some of the most serious vulnerabilities to climate change (Odell et al., 2018). Additionally, since marketing is a contextual discipline (Sheth, 2011), the required marketing capabilities that drive firms' long-term performance can vary across countries and industries (Mora Cortez & Johnston, 2018). This is particularly relevant in Iran, which is one of the countries facing unprecedented problems related to climate change, including the drying up of lakes and rivers, dust storms, unprecedented temperatures, droughts, and floods (Vaghefi et al., 2019). Therefore, this research was conducted to fill these research gaps and to answer the question: "What is the conceptual framework of dynamic marketing capabilities driven by climate change?"
 
Methodology
To provide a conceptual framework of dynamic B2B marketing capabilities based on climate change, a thematic analysis method, which is a qualitative method for organizing and describing existing data by identifying underlying themes, was used to analyze the data (Braun & Clarke, 2006). This approach was chosen because qualitative research findings provide a rich and accurate picture of the studied phenomenon. Among the different methods of data collection in this research, the semi-structured interview method was used online via a webcam.
 
Findings
In this section, the analysis process of the data obtained from the interviews was examined based on the three-step method of thematic analysis. This research outlined the framework of dynamic marketing capabilities driven by climate change, identifying 109 basic codes and 8 sub-themes, which are categorized into 3 main themes: product development management, supply chain management, and customer relationship management based on climate change.
 
Conclusion
Since climate change has caused many transformations and natural disasters, such as floods, droughts, fires, and storms, businesses that view climate change only as a social responsibility are doomed to failure. The consequences of climate change lead to many disruptions and problems for businesses. The results of this research indicate that addressing climate change requires both significant and minor changes. Businesses that engage with climate change must provide a roadmap for change because their survival depends on managers' attention to the risks and opportunities presented by climate change. Therefore, it is essential for businesses to develop new marketing capabilities based on climate change to mitigate the effects of risks and capitalize on the productivity opportunities arising from climate change.

کلیدواژه‌ها [English]

  • B2B Businesses
  • Climate change
  • Dynamic marketing capabilities

مراجع

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مدیریت بازرگانی
دوره 16، شماره 4
1403
صفحه 949-978

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