Clarifying the Effect of Porter Greening the Competitive Advantage in the Marketing Process by Emphasizing the Marketing Information System and Information Behavior (Case Study: Oil Industry)

Study clarifies the effect of greening Porter's competitive advantage in the marketing process by emphasizing the marketing information system.

Study used applied developmental and qualitative method. Population included experts and marketing and environmental experts of oil companies, from which 13 samples were selected by targeted snowball method for semi-structured interviews. A content analysis method based on data foundation theory was used to analyze the data. Appropriate codes were assigned to different parts of the data and concepts were determined. Selective coding allowed to refine categories and the main dimensions of the research emerged in the form of causal, pivotal, contextual, intervening, strategies, and accordingly to determine emergence of Porter's competitive advantage in the marketing process.

Findings showed that entrepreneurial behaviors and managerial factors provide the basis for sustainable green marketing and then green social responsibility for oil companies. Meanwhile, organizational agility paves the way for sustainable green marketing and social responsibility. Green marketing also affects the positioning of green and ultimately green competitive advantage for the company and customers by influencing the capabilities of the company, production factors and environmental factors.

Results showed that the green marketing process is a complex process that affects the agility of the organization, entrepreneurial behavior and managerial factors leads to green positioning and ultimately, a green competitive advantage for the company and customers