Sürdürülebilir Pazarlama Stratejileri Perspektifinden Sürdürülebilir Ürün Yaşam Döngüsü Yönetimine Bibliyometrik Bir Bakış

Öz

Amaç – Sürdürülebilir pazarlama yaklaşımları, yalnızca sürdürülebilir pazarlama stratejilerine odaklanmaktan ziyade daha geniş bir kapsam sunmaktadır. Bu makale ile de sürdürülebilir pazarlamanın geniş perspektifinden yeşil ürün yaşam döngüsü yönetimine bir bakış sunulması amaçlanmaktadır. Bu bağlamda, sürdürülebilir ürün yaşam döngüsü yönetiminin sürdürülebilir pazarlama stratejileri çerçevesinde ele alındığı literatürün incelenmesi amaçlanmaktadır. Makalenin literatüre bir bakış açısı sunmayı amaçlamasının yanında bir diğer amacı da sürdürülebilir pazarlama stratejilerinin yeşil ürün yaşam döngüsü yönetimine olan etkilerinin incelenerek bu bağlamda politika önerileri geliştirilmesidir. Tasarım/veri/metodoloji – Bibliyometrik yöntem ile mevcut araştırma eğilimlerinin analiz edilmesi, bu alana katkı sağlayan önemli temalar, etkili yazarlar ve ilgili yayınların belirlenmesi amaçlanmaktadır. Bulgular – Şirketlerin sürdürülebilirlikle ilgili en iyi uygulamaları benimsemelerini teşvik etmek, çevresel etkilerini azaltmak ve toplumsal faydalarını artırmak gibi farklı yönlerden sürdürülebilir pazarlama karması unsurları göz önünde bulundurularak politika önerileri geliştirilmiş bu sayede hem sektörel hem de akademik anlamda literatüre katkı sunulması amaçlanmıştır. Özgünlük/değer – Bu alandaki araştırmalar sürdürülebilirlik odaklı pazarlama stratejilerinin ürün tasarımından geri dönüşüme kadar olan süreçte nasıl uygulanabileceği konusunda yöneticilere ve araştırmacılara rehberlik sunması açısından önem taşımaktadır.

Anahtar Kelimeler

• Sürdürülebilirlik
• Stratejik Pazarlama
• Yeşil Ürün Yaşam Döngüsü Yönetimi

A Bibliometric Overview of Sustainable (Green) Product Lifecycle Management from the Perspective of Sustainable Marketing Strategies

Öz

Purpose – Sustainable marketing approaches offer a broader scope than focusing solely on sustainable marketing strategies. This article aims to provide a perspective on green product lifecycle management from the broad perspective of sustainable marketing. In this context, it is aimed to examine the literature in which sustainable product lifecycle management is addressed within the framework of sustainable marketing strategies. In addition to providing a perspective on the literature, another aim of the article is to examine the effects of sustainable marketing strategies on green product lifecycle management and develop policy recommendations in this context. Design/data/methodology – The aim of the bibliometric method is to analyze current research trends and identify important themes, influential authors and relevant publications that contribute to this field. Findings – Policy recommendations have been developed by considering sustainable marketing mix elements from different aspects, such as encouraging companies to adopt best practices related to sustainability, reducing environmental impacts and increasing social benefits, thus contributing to both sectoral and academic literature. Originality/value – Research in this area is important in providing guidance to managers and researchers on how sustainability-oriented marketing strategies can be implemented in the process from product design to recycling.

Anahtar Kelimeler

• Sustainability
• Strategic Marketing
• Green Product Lifecycle Management

Kaynakça

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