دور التسويق المستدام في العلاقة بين الإنتاج المرن وسلاسل الإمداد المستدامة بالتطبيق على قطاع الصناعات الغذائية بمصر

الملخص EN

This paper aims to investigate the relationship between lean production practices and supply chain sustainability.

sustainable marketing will be used as a moderator variable.

the finding study showed that limited studies have focused on the implementation of lean production practices in the food supply chain.

this study aims to analyze the mediating role of sustainable marketing in the relationship between lean production and supply chains sustainability by applying to the food industry sector in Egypt.

the study has identified the motives for implementing lean production practices in flow management, customer management, operations management, supplier management, and workforce management.

it also identified four dimensions of sustainable marketing, which are sustainable product, sustainable price, sustainable distribution, and sustainable promotion.

the study also identified the application of sustainable supply chains through economic sustainability, social sustainability, and environmental sustainability.to achieve this goal, four hybotheses were developed, a survey list developed by the researcher was used to collect the primary data to achieve the purposes of the study, as 228 survey forms were distributed, and the 174 survey received and valid, and by using the Crunbach Alpha, EFA and CFA to ensure the validity and reliability of the study variables measures, and using the structural equations modeling to test the hypotheses of the study model, the study concluded that there is a positive relationship between lean production and sustainable marketing on the one hand, sustainable marketing and sustainable supply chains on the other hand, as for the mediating role of sustainable marketing in the relationship between lean production and supply chain sustainability, it was partially accepted.