تأثير استراتيجيات التصنيع الأخضر في تعزيز صورة العلامة التجارية: دراسة تحليلية في الشركة العامة للمشروبات الغازية/ بغداد
Abstract
بسبب نقص الموارد الطبيعية وقضايا إدارة النفايات يواجه التصنيع تحدي الالتزام بالتشريعات البيئية. والقوة الدافعة للمنظمات في جميع انحاء العالم لتنفيذ استراتيجيات التصنيع الأخضر هي المخاوف البيئية المتزايدة والوعي الثقافي بأهمية الحفاظ على البيئة، ان الأنشطة التي ينطوي عليها التصنيع الأخضر هي الأساس لجعل السلع المنتجة صديقة للبيئة ويمكن لذلك أن يعزز صورة العلامة التجارية لدى الزبون وزيادة الموثوقية وتحقيق الولاء .
يهدف البحث الى توظيف استراتيجيات التصنيع الأخضر في تعزيز صورة العلامة التجارية مما يؤدي الى خلق ميزة تنافسية. أجري البحث في الشركة العامة للمشروبات الغازية / بغداد ، ولتحقيق هدف البحث اعتمدت على المنهج الوصفي التحليلي، واستمارة الاستبيان بوصفها أداة رئيسة لجمع البيانات ووزعت (100) استمارة على الافراد عينة البحث .كما وجرى استعمال البرامج الإحصائية الجاهزة المتمثلة ب (SPSS .V26 و Amos .V25 ), لتحليل النتائج واستخراج البيانات التي توصل فيها البحث إلى مجموعة من الاستنتاجات أهمها: أن الشركة العامة للمشروبات الغازية تهتم بتطبيق استراتيجيات التصنيع الأخضر، والحفاظ على البيئة، وتمثلت اهم توصية للباحثتين بضرورة ادراك الإدارة العليا في الشركة بأن تطبيق استراتيجيات التصنيع الأخضر يسهم في تعزيز صورة العلامة التجارية وتحقيق الولاء للشركة.
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References
اولا :المصادر العربية
1.عواد ، هدى طارق،(2020)، تأثير استراتيجيات التصنيع الأخضر في الأداء التنافسي للمنظمة :دراسة تحليلية مقارنة في منظمتين صناعتين، رسالة ماجستير ، الكلية التقنية الإدارية /بغداد، الجامعة التقنية الوسطى.
ثانيا :المصادر الأجنبية
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