กลยุทธ์การตลาดที่ยั่งยืนและความสำเร็จทางการตลาด ของบริษัทที่ได้รับรองมาตรฐาน ISO 14001 ในประเทศไทย
คำสำคัญ:
กลยุทธ์การตลาดที่ยั่งยืน, ความคิดสร้างสรรค์ของผลิตภัณฑ์, การยอมรับของลูกค้า, ความสำเร็จทางการตลาดบทคัดย่อ
การวิจัยนี้มีวัตถุประสงค์เพื่อตรวจสอบอิทธิพลของกลยุทธ์การตลาดที่ยั่งยืน ความคิดสร้างสรรค์ของผลิตภัณฑ์ การยอมรับของลูกค้า นำไปสู่ความสำเร็จทางการตลาด กลุ่มตัวอย่างที่ใช้ในการศึกษา คือ บริษัทที่ได้รับรองมาตรฐาน ISO 14001 ในประเทศไทย จำนวน 208 บริษัท โดยใช้แบบสอบถามเป็นเครื่องมือในการวิจัย การวิจัยนี้ใช้การวิเคราะห์แบบจำลองสมการโครงสร้างในการทดสอบสมมุติฐาน ผลการวิจัย พบว่า แนวทางการปรับตัวทางเทคโนโลยีและกระบวนการพัฒนาด้านสิ่งแวดล้อมมีอิทธิพลเชิงบวกต่อความสำเร็จทางการตลาด การศึกษานี้เป็นการยืนยันถึงความสำคัญของกลยุทธ์การตลาดที่ยั่งยืนกับทฤษฎีผู้มีส่วนได้ส่วนเสีย อย่างไรก็ตามยังมีการสรุปและอภิปรายผล รวมถึงทิศทางการวิจัยในอนาคตในส่วนสุดท้ายของวิจัยนี้
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