Lean manufacturing and its role in achieving green marketing: an exploratory study in the Mosul Dairy Factory
2022, Volume 41, Issue 135, Pages 178-199
AbstractThe research relied on a descriptive and analytical presentation of the subject of Lean Manufacturing and its role in achieving green marketing in the researched company (the Mosul Dairy Factory) to achieve a competitive advantage by seizing opportunities and avoiding threats represented in its competitive environment. Business and choosing the company under study as an applied field for the practical framework. As the research sought to highlight the problem that most of our companies suffer from today, including the company in question, in reaching a green marketing strategy that enables it to distinguish itself in the market and outperform its competitors by eliminating or reducing waste while providing green products at an acceptable price and costs in a way that reduces the burden or environmental damage to the least extent. Possible, and the problem was presented through several questions represented in the extent of cognitive perceptions of the researched company with the two topics of the research, and the possibility of adopting the Lean Manufacturing approach to provide a realistic contribution to dealing with green marketing for the company in question. The questionnaire was distributed to the research sample by (40 respondents) out of (45) from different administrative levels with a response rate of (88.8%), with the use of the statistical program SPSS.v.24 to analyze the data by adopting the correlation coefficient and linear and multiple regression. The research concluded that there are significant moral relationships to achieve the correlation and effect of the research variables to justify the acceptance of its hypotheses, and presented a set of necessary proposals for the organization in question, including always trying to maintain the safety of its workers and provide a suitable environment to complete the work without injuries, and to rely on special maintenance programs that aim to Maximizing the use of equipment and optimal use of human resources, and striving to achieve a competitive advantage by following a competitive price for its green products within the competitive environment, and considering the environmental orientation as a strategic outlet that can take it to another type of competition.
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