دانشگاه بیرجند مطالعات مدیریت توسعه سبز 2981-2402 مقالات آماده انتشار 2026 08 02 A Novel Model for Sustainable Production and Marketing in the Petrochemical Industry: A Meta-Synthesis Study الگوی نوین تولید و بازاریابی پایدار در صنعت پتروشیمی: یک مطالعه فراترکیب 4152 10.22077/jgdms.2026.10824.1414 FA کیانوش حبیبی دانشجوی دکتری، گروه مدیریت بازرگانی، واحد یاسوج، دانشگاه آزاد اسلامی، یاسوج، ایران 0009-0000-3166-3913 یعقوب انصاری استادیار، گروه مدیریت بازرگانی، واحد یاسوج، دانشگاه آزاد اسلامی، یاسوج، ایران. 0000-0003-2801-6349 غلام سجادیخواه استادیار، گروه مدیریت دولتی، موسسه غیر انتفاعی دانا، یاسوج، ایران. 0000-0002-9647-0183 Journal Article 2026 01 01 Introduction<br /> The petrochemical industry, as a vital sector of the national and global economy, plays a key role in providing raw materials, energy, and chemical products. However, the energy-intensive, costly, and polluting nature of this industry places great pressure on organizations to increase productivity and reduce environmental impacts. Existing studies in the field of petrochemical production and marketing have rarely taken a comprehensive and simultaneous approach; most studies have either focused on production optimization or have only addressed green marketing, while the dynamic nature of the global market and environmental pressures require an integrated model that sees both sectors as an integrated whole (Gholami et al., 1402). Such a gap necessitates the need for research that collects and aligns diverse and scattered findings. In this regard, the meta-synthesis approach provides the possibility to reach a comprehensive, coherent and operational picture for designing a new sustainable production and marketing model through the systematic integration of previous research results; a model that is compatible with the specific conditions of the petrochemical industry and paves the way for sustainable innovations. Such a framework can help managers and policymakers in the petrochemical industry to make their strategic decisions based on scientific evidence, practical feasibility and attention to environmental sustainability. This research was conducted with the aim of identifying and analyzing a new sustainable production and marketing model in the petrochemical industry; an industry that, due to the complexity of processes and extensive environmental, economic and social impacts, requires a comprehensive framework to improve operational efficiency, flexibility, environmental sustainability and responsible marketing.<br /> <br /> Methodology<br /> This study uses the meta-synthesis method based on the framework presented by Sandelowski and Barroso (2007). This method is a systematic and qualitative approach to integrating the findings of different qualitative studies, which is used in this study to achieve a comprehensive and deeper understanding of sustainable production and marketing practices in the petrochemical industry. Using this approach allows the lean, agile, and green dimensions of production and marketing to be analyzed in an integrated and scientific framework and the relationships between them to be comprehensively examined. The time period of this study is from 2010 to 2025.<br /> <br /> Findings<br /> Through repeated review of the 31 final articles selected in the meta-synthesis method, the desired information was extracted from the aforementioned articles and their information was retrieved in the form of codes. In total, 95 codes were identified in this study. The result of this process was the identification of 19 sub-themes, each of which represents a specific and distinct dimension of the phenomenon under study. After the initial categorization of the codes and before extracting the main themes, a supplementary coding stage was carried out to more accurately consolidate and refine the codes. This process enabled the identification and extraction of factors affecting the realization of sustainable production and marketing in the petrochemical industry. Finally, the findings were organized into six main themes: operational efficiency, organizational flexibility, environmental sustainability, responsible marketing, strategic synergy, and sustainable competitive advantage. These themes provide a coherent framework for analyzing and interpreting the data and indicate the key dimensions of success in creating sustainable production and marketing in the petrochemical industry.<br /> One of the important methods for assessing the reliability of the model in qualitative research is the use of Cohen&#039;s kappa coefficient. Based on the analysis results, the kappa coefficient was obtained as 0.76, which indicates a significant reliability of the results and exceeds the minimum acceptable value. Also, the significance level of 0.004 was less than 0.05, which confirms the existence of a significant relationship between the codings performed on the two documents. In addition, the Krippendorff alpha index was used to measure the reliability of the coding in the data analysis stage. This index measures the actual agreement between the coders and also considers the probability of agreement due to chance, thus providing high confidence in the repeatability and validity of the codes. The results showed that the Krippendorff alpha was equal to 0.81, which indicates appropriate coordination between the coders and high validity of the extracted findings.<br /> <br /> Discussion and Conclusion<br /> Regarding operational efficiency, the following suggestions are made: Implementing an integrated energy and raw material management system based on smart sensors and consumption forecasting software, so that energy consumption, raw materials and waste are recorded moment by moment in each production line and adapted to optimization algorithms. This system can, by mining production history data, accurately suggest the best material feed rate and temperature/pressure settings for each work shift to achieve the highest production efficiency and the lowest energy loss.<br /> Regarding organizational flexibility, the following suggestions are made: Creating modular production units that can be rearranged in less than 48 hours to produce an alternative product. This can be implemented by designing movable equipment and fluid transfer lines with quick couplings. In addition, interdisciplinary training of employees in three main areas (production, emergency repairs, quality control) allows teams to respond to changes in the production schedule without significant downtime.<br /> Regarding environmental sustainability, the following suggestions are made: Setting up a heat and chemical recovery station from process effluents based on multi-stage distillation and ion exchange membranes. This not only directly reduces pollutants, but also returns part of the recovered energy to the steam or feed preheating system, and the recycled materials are re-entered into the production cycle.<br /> Regarding responsible marketing, the following suggestions are made: Developing a smart environmental label (QRECO Label) for end products that uses a QR code to periodically report the carbon footprint, water consumption and recyclability status of the product to the industrial customer or end consumer. This label can be synchronized online with the company&#039;s sustainability database, creating a transparent and verifiable competitive advantage.<br /> Regarding strategic synergies, the following suggestions are made: Establishing a joint green supply and distribution alliance between several producers in the petrochemical industry value chain, including sharing low-emission transportation fleets (LNG or electric fuel) and storage bases for recycled materials. This alliance can reduce logistics costs, increase supply chain flexibility, and pursue common sustainability goals by converging resources through long-term contracts and a joint planning system. این پژوهش با هدف شناسایی و تحلیل الگوی نوین تولید و بازاریابی پایدار در صنعت پتروشیمی انجام شد؛ صنعتی که به دلیل پیچیدگی فرآیندها و اثرات گسترده محیطی، اقتصادی و اجتماعی، نیازمند چارچوبی جامع برای ارتقای کارایی عملیاتی، انعطاف‌پذیری، پایداری محیطی و بازاریابی مسئولانه است. در این پژوهش از روش کیفی فراترکیب برای تحلیل مطالعات منتشرشده طی سال‌های 2010 تا 2025 استفاده شد و داده‌های مربوط به سال‌های 2010 تا 2025 بررسی گردید. از طریق غربال متوالی مقالات، در مجموع 31 مقاله برای انجام فراترکیب انتخاب شد. پس از کدگذاری و پالایش داده‌ها، پنج مضمون اصلی شناسایی شد: کارایی عملیاتی، انعطاف‌پذیری سازمانی، پایداری محیطی، بازاریابی مسئولانه، هم‌افزایی راهبردی. کارایی عملیاتی بر کاهش اتلاف، بهبود بهره‌وری تجهیزات و استانداردسازی فرآیندها تمرکز دارد. انعطاف‌پذیری سازمانی شامل چابکی تولید، پاسخ سریع به بازار، تنوع محصولات و همکاری شبکه‌ای است. پایداری محیطی با مدیریت بهینه انرژی، کاهش پسماند و رعایت الزامات زیست‌محیطی، اثرات منفی صنعتی را کاهش می‌دهد. بازاریابی مسئولانه با نوآوری محصول، شفافیت ارتباط با مشتری و تقویت برند سبز، به ارزش‌آفرینی پایدار کمک می‌کند. هم‌افزایی راهبردی میان این ابعاد، مبنای توسعه مزیت رقابتی پایدار و تحقق الگوی جامع تولید و بازاریابی پایدار در صنعت پتروشیمی است. نوآوری این پژوهش در ارائه یک الگوی یکپارچه تولید و بازاریابی پایدار برای صنعت پتروشیمی بر پایه فراترکیب مطالعات پیشین است. این الگو با تلفیق ابعاد کارایی عملیاتی، انعطاف‌پذیری سازمانی، پایداری محیطی و بازاریابی مسئولانه و تبیین نقش هم‌افزایی راهبردی میان آن‌ها، چارچوبی جامع برای توسعه مزیت رقابتی پایدار در صنعت پتروشیمی ارائه می‌دهد.