مدل مرکز و سخن برای یکپارچه سازی چند بعدی بازاریابی سبز و مدیریت زنجیره تامین پایدار

Since the concept of sustainability was transformed into business mainstream, both sustainable supply chain management and green marketing have become key topics of academic research and managerial practices. Great advances have been made in the two areas in parallel. It has been recognized that green marketing and sustainable supply chain management should be seamlessly integrated so that green customer's needs can be better met by the supply chain capabilities. Existing research has explored point-to-point integration approach. This paper proposes a new hub-and-spoke integration model to integrate green marketing and sustainable supply chain management from six dimensions: product, promotion, planning, process, people and project (called the 6Ps). Empirical study has been undertaken with industries to test the 6Ps integration model. Results from the empirical study on integration dimensions, integration strategies, and drivers and obstacles for multi-dimensional integration are presented together with managerial implications. The new integration model allows the flows of resources such as information, materials and funds between green marketing and sustainable supply chain management through multiple direct pathways. It has the potential to achieve better overall business performance against the triple bottom line objectives.

Since the definition of sustainability, or sustainable development, was published by the World Commission on Environment and Development in late 1980s (WCED, 1987), it has been recognized as one of the greatest challenges facing the world (Bateman, 2005, Espinosa et al., 2008, Ulhoi, 1995 and Wilkinson et al., 2001). Along with the proliferation of globalization over past two decades, sustainability has been transformed from a technical concept into the political and subsequently business mainstream (Liu, Leat, & Smith, 2011). According to the markets and competition theory, there are three important decisive factors which determine business environment and subsequently company strategies: demand (e.g. customers and interest groups), supply (all parties in the supply chains), and the general environment (e.g. regulations, society and natural resources) (Svensson, 2007). Sustainable supply chain management has emerged to address the triple bottom line (i.e. people, planet and profit) issues from the supply perspective of business (Carter and Rogers, 2008 and Mollenkopf et al., 2010), and green marketing has emerged to identify and target socially- and environmentally-conscious consumers, i.e. the demand side of business (Sharma et al., 2010 and Smirnova et al., 2011). In parallel, debates on environmentally-friendly and socially-responsible business have been widely undertaken from both demand and supply perspectives. Less attention has been given to green marketing's role in Sustainable Supply Chain Management (SSCM) and the impact of SSCM to green marketing strategies. From the integrated management perspective, there is an urgent need to study the interface between green marketing and SSCM, so that company initiatives and practices with regard to sustainable development can be coordinated and synchronized, subsequently the supply side can better meet the demand side to maximize the overall business performance (Ozanne & LeCren, 2011). Existing research has discussed the interface between traditional marketing and supply chain management. In the past, when companies used to take a “make-and-sell” operations strategy, marketing was interpreted as “so basic that it cannot be considered a separate function. It is the whole business seen from the point of view of its final result, that is, from the customer's point of view” (Kotler, 2000). The definition implies that marketing should become an integral part of the supply chains and the integration can be implemented at the end of the supply chains. Nowadays, companies take a new “sense-and-response” strategy, and marketing has evolved to include more functions, such as helping design the product and service, selling, forecasting and communication (Cronin et al., 2011 and Siegel et al., 2003). Therefore, integration of marketing into supply chain management should take a multi-perspective approach, i.e. multiple integration dimensions should be investigated to achieve seamless integration. This paper builds on existing work on the integration of traditional marketing and supply chain management, but extends existing work to the context of sustainable development, and focuses on green marketing and SSCM. Both theoretical and empirical studies have been undertaken to explore the tight integration of green marketing with SSCM through multiple interfaces, specifically through an extended green marketing mix including product, promotion, planning, process, people and project. Based on the results of empirical study, some managerial recommendations are given. The following sections review literature in related area. Section 3 describes the theoretical 6Ps integration model. Section 4 presents the empirical study of the multi-dimensional integration model. Managerial implications are given in Section 5 before conclusions are drawn in Section 6.

From this study we can conclude that integration of green marketing and sustainable supply chain management needs a multiple dimensional approach. Product, promotion, planning, process, people and project all make important contributions to the integration. Compared with the traditional point-to-point B2B integration model, the hub-and-spoke integration model proposed in this paper allows the flow of information, material, people and fund etc. more fluently across the supply chains and outreaching green customers. Empirical results show that multi-dimensional integration has been in practice in industries, this is particularly true in large companies. Various corresponding strategies have been put forward and implemented for the product-, promotion-, planning-, process-, people- and project-based integration. Companies were aware of the internal and external drivers for and consequences of the integration. But there is a clear need to develop more systematic approaches and techniques for a holistic view on the issue. Suggestions for future research include: - Developing quantitative measures for evaluating the success of different integration dimensions in practices; - Prioritizing different dimensions for the integration of green marketing with SSCM under changing situations; - Exploring a hybrid (combination of qualitative and quantitative) technique of forecasting green customers' demand (shift from traditional quantitative techniques). This is because increasing diversity in green customers' needs and wants, and resources of business make the customer behavior inherently less predictable and forecasting less accurate. - Investigating the flexibility of sustainable supply chain capabilities. Because of the forecasting difficulty, companies will need to more rapidly adjust their supply to meet demand to succeed, in other words, they need to practice green marketing-driven SSCM.