ارائه مدل كسب و كار سبز در صنعت لبنيات

providing green business model in dairy industry

در سال هاي اخير توجه بسياري از پژوهشگران به مفهوم مدل هاي كسب‌وكار معطوف گرديده است. مدل هاي كسب و كار بيانگر منطق خلق ارزش توسط كسب و كارها مي باشند. از طرفي با رشد صنايع، طبيعت دستخوش تغييرات و آسيب هاي جدي شده است كه در اين ميان صنعت لبنيات نيز تأثيرات زيست محيطي خاص خود را دارد. اين پژوهش در صدد يافتن يك مدل كسب و كار مناسب براي صنعت لبنيات است كه با محيط زيست سازگار باشد. اين پژوهش با رويكرد كيفي و با به كارگيري روش پژوهش داده بنياد با رويكرد استراوس و كوربين به انجام رسيده است. براي جمع آوري داده هاي پژوهش، مصاحبه هاي عميق نيمه ساختار يافته با 20 نفر از خبرگان صنعت لبنيات انجام شد. نمونه گيري به روش نمونه گيري نظري انجام گرفت. كدگذاري در سه مرحله كدگذاري باز، كدگذاري محوري و كدگذاري انتخابي انجام شد و داده ها تحليل شدند. در نهايت مدل كسب و كار سبز نوين در قالب مدل پارادايمي حاصل گرديد.

Business models that have received special attention in recent years reflect the logic of value creation by businesses. On the other hand, with the growth of industries, nature undergoes serious changes and damages, forests and pastures are destroyed. The water is polluted. Industrial waste surrounds nature and causes serious damage to human health. Finally, the wheels of industry, which were moved for the comfort and convenience of human beings, this time acted against his health, in which the dairy industry is no exception to this rule. The dairy industry is basically a health-oriented industry for society, but on the other hand, a little neglect of the pollution caused by it can severely affect human health and the environment. This research seeks to find a suitable business model for the dairy industry that while maintaining the nature of the business model, is also environmentally friendly. This research has been done with a qualitative approach and by applying the data research method of the grounded theory. In-depth interviews were conducted with20 experts to collect research data. theoretical Sampling was done. Then the coding was done on the interview and the concepts and categories were formed from them and finally a paradigm model was obtained.This model includes the main category green helper resources, causal conditions or green financial issues, intervening factors (green distribution channels), background conditions including green customers, outcome (green value proposition) and strategies (green helper strategies and actions).