اعتماد التسويق الرشيق في تحقيق الأداء التسويقي المستدام من خلال تبني عمليات الاستراتيجية الخضراء

Dependence lean marketing to achieve sustainable marketing performance by adopting green strategy Processes

Our national organizations face many serious challenges and difficulties that prevent them from keeping pace with rapid developments in the era of Lean marketing after the advantages of cost and economies of scale are reduced to the advantages of responsiveness, flexibility and economies of scale. In light of this, one of the reasons for selecting the subject of the study is the prevalence of the philosophy of leanness in all aspects of the life of the organization, there must be a role of marketing in the adoption of the philosophy of leanness in order to reduce the waste in each marketing activity, as well as the role played by processes Green strategy by adopting green marketing philosophy to avoid waste, as well as the contribution of marketing performance and adopting the philosophy of sustainability in providing high quality products at competitive prices, but responsible participation in the organization towards promoting sustainability in the economic, social and environmental fields. The problem of the study is centered around several fundamental questions, namely, how does Lean marketing contribute to achieving sustainable marketing performance? What is the nature of the mediating effect exerted by the green strategy processes in activating the relationship between the effect of the Lean marketing methodology and the sustainable marketing performance? These questions have been developed based on the results of a preliminary survey prepared for this purpose. The importance of the study in the field dimension based on attempts to diagnose and analyze the reality of Lean marketing and sustainable marketing performance and the level of implementation of green strategy processes in the company field of study to promote and improve the indicators of Lean marketing and sustainable marketing performance . The objective of the current study is to diagnose and analyze the reality of the Lean marketing methodology and its impact on sustainable marketing performance through the intermediary role of green strategy processes . The General Company for the Southern Fertilizer Industry was selected as a community to conduct the study. A sample of (292) individuals was elected from the top , middle and executive Management levels . One of the most prominent hypotheses of the study is that there is a significant correlation and effect relationship between Lean marketing, green strategy processes and sustainable marketing performance . A questionnaire was designed to collect data on the study variables. The researcher used descriptive analytical method to measure the indicators of the variables adopted. According to the Likert scale, as well as theoretical knowledge and personal interviews. The data were subjected to descriptive and explanatory statistical analysis using the SPSS program, exploratory analysis of the measurement instrument, correlation and regression coefficients to test study hypotheses . The study reached several conclusions, the most prominent of which is that there is a strong, positive and significant correlation between the dimensions of Lean marketing and sustainable performance, and that there is a role of intermediary and indirect impact between the dimensions of Lean marketing and sustainable marketing performance through the Green strategy of processes , The main recommendations of the study are to enhance the direction of the company under study towards preparing the requirements of adopting the Lean marketing methodology in its marketing operations, and to activate the role of the Lean marketing methodology in the company under study , thus contributing to achieving sustainable marketing performance.
Keywords: Lean marketing, green strategy processes, sustainable marketing performance.