The Role of Green Marketing in Achieving Competitive Advantage “An Applied Study on Fast Food Industry in Egypt”

نوع المستند : المقالة الأصلية

المؤلفون

1 Professor of Business Administration Faculty of Commerce Former President of Menoufia University

2 Teacher in the Department of Business Administration Faculty of Commerce - Al Menoufia University

المستخلص

The core objective of the research is to show the role of green marketing in achieving competitive advantage in fast food industry in Egypt,
and by reviewing previous studies in this regard a proposed model was designed for research hypotheses, illustrating the relationships between the research variables.
      To collect the primary data, in-depth interview with the two scales: green marketing wand competitive advantage. The necessary tests were conducted to assess the validity of the research variable models. The Questionnaire was directed to a sample of managers in international and national fast food restaurant, the sample size was (381 managers).
      The researcher concluded that there is a significant impact of using the green marketing on the level of competitive advantage achieved in fast food industry under consideration.

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