بررسی رابطه زنجیره تامین سبز با نوآوری سبز و عملکردسبز

مدیریت زنجیره تامین سبز به توسعه پایدار اقتصاد، محیط اجتماعی و طبیعی توجه می‌کند.افزایش نگرانی‌های زیست محیطی از مشتریان، خریداران، جوامع و مقررات دولتی باعث شده است شرکت ها برای زنجیره تامین سبز (gsc) و نوآوری سبز اقدام کنند . زنجیره تامین سبز و نوآوری سبز دارای همکاری استراتژیک در توسعه محصول جدید سبز هستند. این پژوهش تجربی‌روابط بین زنجیره تامین سبز، نوآوری سبز و عملکرد سبز در شرکت گلدایران را مورد مطالعه قرار می‌دهد. برای این هدف ما داده های 185 نمونه شرکت گلدیران را جمع آوری کردیم. و برای آزمون فرضیه‌های تحقیق، یک مدل معادلات ساختاری (sem) به کار برده‌ایم. ما تایید می‌کنیم که زنجیره تامین سبز بر نوآوری سبز و عملکرد سبز تاثیر مثبت دارد. هدف از این مقاله بررسی ادبیات اخیر است که در مورد رابطه بین زنجیره تامین سبز ، نوآوری سبز و عملکرد سبز بحث می‌کند.یافته های این مقاله نشان می‌دهد که زنجیره تامین سبز منجر به نوآوری سبز و عملکرد سبز می‌شود

Investigating the Relationship between Green Supply Chain and Green Innovation and Green Performance

Nowadays, industrial design has allocated a special place to itself in the field of products marketing and development, both at national and international levels. Advertising can be a connection bridge between company and customers, the customers are fully identified and the messages of the company are effectively transmitted to them. The purpose of the present research is to present an effective advertising model for companies with an industrial design unit. Therefore, the present research is descriptiveanalytical with the Inductive approach and the collection of required data was performed based on the library and document mining study, and also considering the comparative comparison of four domestic industrial design companies with four foreign industrial design companies. Based on this comparison, 82 effective advertising indicators were identified. Using content analysis method, their similar and different aspects were addressed and using MAXQDA software, the difference, similarity, evidences, and foundations of each one of these desired phenomena are explained, and 40 indices with the highest frequency that have not yet been used by Iranian industrial design companies were classified into four categories such as customer relationship, marketing, products and services, and announcements,and a model was designed based on them. Finally, some suggestions based on the research findings were presented.The result is that, for a dynamic and effective advertising, the Iranian industrial design companies require to employ the novel approaches which most of the superior companies utilize to compete and even to proceed in the market. To this end, some suggestions are offered.