Finding and Minding the Gaps in State-Of-The-Art Lean and Green Marketing in the Construction Industry

Autor: Begum Sertyesilisik, Ahmet Tuz
Přispěvatelé: 0-Belirlenecek
Jazyk: angličtina
Rok vydání: 2020
Předmět:
Zdroj: Tržište, Vol 32, Iss 2, Pp 187-203 (2020)
Market-Tržište
Volume 32
Issue 2
ISSN: 1849-1383
0353-4790
Popis: Purpose – This paper aims to enhance sustainable development in the construction industry by presenting a literature review from the perspective of sustainable development goals (SDG) on marketing in the construction industry, its importance on management strategies, marketing capabilities, and the relationship between SDG and lean and green marketing (LGM) management in the construction industry. Design/methodology/approach – A structured literature review was used as the research methodology to find out how the determinant topics were addressed in state-of-the-art of the literature. A total of 21 combinations of different keywords were applied to the search engine in the title, abstract, and keywords to gather research and review articles published within a period of ten years. As a result, 114 academic papers were examined. Findings and implications – Articles were examined in three stages, focusing on: marketing and construction industry, marketing and its importance on management, and LGM. The gaps in the literature were identified and potential future research areas were highlighted. Limitation – Using Elsevier (www.sciencedirect.com) as the database and focusing on research and review articles written in English only are the limitations of this research. Originality – This research contributes to the construction industry marketing literature, green marketing, and LGM in the construction industry. This research reviews the literature based on a large sample of papers in three stages. It outlines the gaps in the literature and may serve as a guide for further research of marketing and LGM strategy implementation in the construction industry.
Svrha – Cilj je rada unaprijediti održivi razvoj u građevinskoj industriji (CI) i predstaviti pregled literature iz perspektive ciljeva održivog razvoja (SDG) u marketingu u građevinskoj industriji (CI), njegovoj važnosti za strategije upravljanja, marketinške sposobnosti i odnos između održivoga razvoja (SDG) i upravljanja lean (agilnim) i zelenim marketingom (LGM) u građevinskoj industriji (CI). Metodološki pristup – Kao metodologija istraživanja korišten je strukturirani pregled literature kako bi se saznalo na koji način su adresirane najznačajnije teme u suvremenoj literaturi. Korištena je kombinacija 21 različite ključne riječi pomoću tražilice i pretraživanja po naslovu, sažetku i ključnim riječima radi prikupljanja istraživačkih i preglednih članaka objavljenih u vremenskom razdoblju od deset godina. Ispitano je 114 znanstvenih radova. Rezultati i implikacije – Članci su ispitivani u tri faze s naglaskom na marketingu i građevinskoj industriji (CI), marketingu i njegovoj važnosti za upravljanje te lean (agilni)i zeleni marketing (LGM). Utvrđene su jazovi u literaturi. Istaknuta su potencijalna buduća područja istraživanja. Ograničenje – Ograničenja istraživanja vezana su uz korištenje Elseviera (www.sciencedirect.com) kao baze podataka i fokusiranje na istraživanja i pregledne članke napisane na engleskom jeziku. Doprinos – Rad doprinosi marketinškoj literaturi u području građevinske industrije (CI), zelenom marketingu te lean (agilnom) marketingu u građevinskoj industriji (CI). Istraživanje daje pregled literature na temelju velikog uzorka radova u tri faze. Prikazuje jazove u literaturi te može služiti kao vodič za daljnja istraživanja u marketingu te provedbi strategije lean (agilnog) i zelenog marketinga (LGM) u području građevinske industrije (CI).
Databáze: OpenAIRE
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