Doctoral Dissertations

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Browsing Doctoral Dissertations by Subject "Green marketing"

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    دور المزيج التسويقي الأخضر في تعزيز تنافسية المؤسسات الصناعية الجزائرية "دراسة حالة مجموعة من المؤسسات الصناعية الجزائرية"
    (University of M'Sila, 2024) رباح زينب
    This study addresses the role of the green marketing mix in enhancing the competitiveness of Algerian industrial enterprises. The aim of the study is to demonstrate the relationship between the independent variable, represented by the green marketing mix with its four dimensions, and the dependent variable, represented by competitiveness. The study elucidates the relationship between these two variables by examining the impact of each dimension of the green marketing mix on the competitiveness of Algerian industrial enterprises. An exploratory study was conducted on the Condor company, which served as a key foundation alongside previous studies in designing the study's questionnaire. A sample of 36 industrial enterprises from various regions of the country (North, South, East, West) was studied using a questionnaire and its results were analyzed using a range of statistical tools. The study concluded that environmental responsibility and competitiveness drive industrial enterprises to adopt a green marketing strategy. It also found that the green marketing mix, with its four dimensions (green product, green pricing, green promotion, green distribution), significantly contributes to enhancing the competitiveness of Algerian industrial enterprises by increasing market share, improving the company's image and reputation, and strengthening its competitive position in the market. Additionally, it ensures the company's alignment with its surrounding natural and social environment.