ملخص الدراسة:

This study aimed to identify the role of green marketing and marketing blend on achieving the competitive advantage of food manufacturing companies operating in the Gaza Strip as green marketing is one of the modern concepts. Business companies have started to adopt this concept as a move to keep abreast with the changes taking place in the market trends, especially with regard to the growing environmental awareness among the various parties with which these companies deal and to employ these new practices in the exploitation of opportunities to develop competitive capabilities in a way that serves the general competitiveness and establishes an opportunity for the Palestinian industry at the strategic level. The study adopted the analytical-descriptive approach and relied on a questionnaire to collect data as (134) questionnaires were distributed to the executives (general manager, production manager, financial manager, marketing manager) in food manufacturing companies operating in the Gaza Strip which are amounted to(67) where the study was conducted. The results of the testing of the hypotheses showed there was a statistically significant effect of all the study variables by 82% because the food manufacturing companies adopt the environmental-orientation as a social and ethical responsibility. At this juncture, the study findings showed that food manufacturing companies do their best to abolish and reduce their waste at the stages of green product manufacturing and are trying as much as possible to incorporate new technology to reduce pollution. The study also showed that food manufacturing companies depend in determining their green prices on the cost of raw materials used in production. In addition, the study findings pointed out that the food manufacturing companies use environmentally safe means of transportation and that they use advertising and promotional campaigns for their green products. The study also showed the low economic level resulting from the blockade imposed on the Gaza Strip and also the political situation, which has affected the implementation of green marketing strategy. Moreover, the concept of green marketing is still a modern one in the Palestinian environment. The study recommended taking all green marketing elements into consideration to achieve a competitive advantage, as well as establishing an ethical charter for industrial practice and developing plans to shift from the traditional industry to the green one. Industrial companies should rely on the scientific method of waste disposal and the need for food manufacturing companies to prevail the green marketing philosophy in all their directorates and departments to improve competitiveness. It is also necessary for food manufacturing industries to pay attention to the indicators and dimensions of the competitive advantage in order to bring about an effective marketing activity to achieve the companies’ objectives.

توثيق المرجعي (APA)

ابو مريم ، رشدي عبد اللطيف وادي, سعدي محمد عارف (2016). The Role of Green marketing in Increasing The Competivity Among The Business Organiztions, Case Study: on Industial Food Companies Operating in Gaza Governrats. الجامعة الإسلامية - غزة. 20483