أهمية و دور التسويق الأخضر في زيادة تنافسية منظمات الأعمال : دراسة نظرية تحليلية (مع الإشارة إلى تجربة شركة ميورا)‎

الملخص EN

The goal of this paper is an attempt to highlight the importance and the role of green marketing in the development of the competitiveness of business organizations.

Considering green marketing one of the concepts of modern practice in the business environment, Business organizations began to adopt this concept in a move to keep up with changes in market trends , particularly with regard to the growing environmental awareness among the various parties that deal with these organizations of consumers and associations of environment protection , governments and others which can affect the future of their activities .

Perhaps the aim of business organizations is how to harness such practices to exploit the new opportunities that arise in the market and the pursuit of excellence and the development of competitive advantages in order to serve its general competitiveness .

So we find some business organizations have begun to reap the fruits of their competitiveness through green marketing practices and other companies remain reluctant to embrace green marketing as a result of uncertainty about the feasibility of the latter in their development and the development of its business .

Hence, we decided to present this paper in a move to highlight the relationship between green marketing practices and competitive advantages of business organizations and the emphasis on this relationship through the presentation of the experience of MIURA company “MIURA” that take advantage of green marketing practices in the development of their competitiveness.