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طراحی زنجیره ارزش آفرین پایدار با استفاده از نوآوری بستهبندی؛ تبیین قابلیت دو سو توانی | ||
پژوهش های مدیریت عمومی | ||
مقاله 8، دوره 13، شماره 49، پاییز 1399، صفحه 189-215 اصل مقاله (1010.23 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22111/jmr.2020.32219.4868 | ||
نویسندگان | ||
غلامرضا امینی خیابانی1؛ عظیم زارعی ![]() | ||
1دانش آموخته دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران. | ||
2دانشیار، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، | ||
3استاد، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران. | ||
چکیده | ||
علیرغم جذابیت بستهبندی به عنوان ابزاری برای خلق ارزش و تمایز برند همواره از پیامدهای منفی آن بر محیط و جامعه که ناشی از مصرف بیرویة منابع طبیعی و ایجاد آلودگیهای زیستمحیطی است غفلت میشود. لذا در این مطالعه کوشش شد نقش نوآوری بستهبندی در پایداری زنجیره ارزش تبیین گردد. به منظور طراحی مدل از مطالعات کتابخانهای و برای سنجش اعتبار مدل از تکنیک مدلسازی معادلات ساختاری با نرمافزار Smart PLS استفاده شد. جامعه آماری این پژوهش مدیران صنعت بستهبندی مواد غذایی میباشد، نمونه گیری به روش هدفمند در دسترس انجام شد و 267 نفر پرسشنامه را تکمیل نمودند. نتایج نشان داد نوآوری بستهبندی با عرضة نسل جدید بستهبندیهای قابل بازیافت یا استفاده مجدد، ملاحظه نیاز گروههای مختلف مشتری، و کاهش مصرف مواد و هزینه فرآیند به ترتیب با بهبود شاخصهای محیطی، اجتماعی و اقتصادی به زنجیره ارزش پایدار منجر میشود. همچنین ارزش عملی حاصل از نوآوری بستهبندی به دو شکل معرفی محصول جدید و بهبود محصول موجود درک میگردد. نقش میانجیگر قابلیت دوسوتوانی نیز در رابطه نوآوری بستهبندی، زنجیره ارزش پایدار و نتایج عملی نوآوری اثبات گردید. از آنجا که کسب سود بلندمدت اقتصادی در یک زنجیره ارزش پایدار مستلزم دستیابی به اعتماد مشتری و تحقق اهداف زیستمحیطی است، پیشنهاد میشود سازمانها در سراسر زنجیرة تامین با بستهبندی نوآورانه برای جامعه و محیط ارزش در حین استفاده خلق کنند و فرآیندهای ارزشآفرین را تسهیل نمایند. | ||
کلیدواژهها | ||
زنجیرة ارزش پایدار؛ قابلیت دو سو توانی؛ صنعت بستهبندی مواد غذایی؛ نوآوری بستهبندی | ||
مراجع | ||
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