دانشگاه سیستان و بلوچستان پژوهش های مدیریت عمومی 2538-3418 13 49 2020 11 21 Designing a sustainable value chain using packaging innovation; the role of ambidexterit طراحی زنجیره ارزش آفرین پایدار با استفاده از نوآوری بسته‌بندی؛ تبیین قابلیت دو سو توانی 189 215 5993 10.22111/jmr.2020.32219.4868 FA غلامرضا امینی خیابانی دانش آموخته دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران. 0000-0001-7137-5764 عظیم زارعی دانشیار، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، داود فیض استاد، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران. Journal Article 2019 11 02 Extended abstract <br />Abstract <br />Despite attractiveness of packaging as an instrument for branding and value creation, its impacts on environment and society due to overconsumption of natural resources and environmental pollution are neglected. In this study role of packaging innovation in sustainability of value chain was investigated. In-library study was used to design model and PLS-SEM for model assessment. Managers of food packaging industry were targeted as the statistical population of the study and 267 people who were sampled through purposive sampling method completed the questionnaire. Results showed packaging innovation enhances the environment, social and economic factors respectively through new generation of reusable and recyclable packaging, considering the needs of different customers group and decreasing row material consumption and process costs. Further, actual value caused by packaging innovation can be perceived through new product development and existing product improvement. Mediating role of ambidexterity in proposed relationships were also examined. Eventually, long term profit entails achievement of customer trust and environmental goals, therefore it is recommended that organizations throughout the supply chain to create in-use value for society and environment and facilitate value creator processes. <br />Introduction <br />In today’s volatile markets, competition occurs not only between the organizations bus also throughout the supply chains (Christopher, 2005:104). Degradation of limited resources through industrialization, over-consumption and globalization have changed the competitiveness factors and hence organizations must revise their own principles at the level of supply chain (Roscoe, Cousins, & Lamming., 2016:1948). Most of the organizations sacrifice environment and social responsibilities in order to gain short term profit thereby causing major problems in the earth (Zailani, Jeyaraman, Vengadasan, & Premkumar, 2012:330). Although sustainability is considered as one of the main goals of innovation and also can be effected by the innovation, more investigation on actual innovation outcomes in the field of sustainability are required (Merono-Cerdan & Lopez-Nicolas, 2013:1323). Emerging the innovation and its copy right is not automatically led to sustainability but can be actually realized if delivered to the customers (Janger, Schubert, Andries, Rammer, & Hoskens, 2017:31). <br />Costumers look for the green products (Deif, 2011:1555); from this perspective, customers might be attracted by innovation as foundation of the sustainability (Tebaldi, Bigliardi, & Bottani, 2018:10) and help organization introduce new products and improve existing products (Raisch, Birkinshaw, Probst, & Tushman, 2009:685). Sustainability depends on the compromise between social, environmental and economic issues (Eltantawy, 2016:123). Furthermore, actual innovation outcome entails the alignment of introducing new products and improving existing products (Stark, 2015:38) and apposite aspects of the performance can be balanced and integrated using ambidexterity in the modern though lines (Lee & Rha, 2016:3) <br />Case study <br />This study has been designed upon a quantitative approach using a questionnaire drawn on Iranian food packaging industry and 267 people who were sampled through purposive sampling method completed the questionnaire. <br />Materials and Methods <br />In-library study was used to design model and structural equation modeling with partial least square using Smart PLS for model assessment. According to the table of minimum sample size requirement (Hair, Hult, Ringle & Sarstedt., 2011:38) 258 entities were required to reach statistical power at 80% and significance level at 99%. 267 people, however, completed the questionnaire. <br />Discussion and results <br />Based on the findings, H₂ & H_3bare confirmed. In H_1a & H_1b,Packaging innovation slightly influences the sustainable value chain and actual innovation outcome respectively. This means these relations must be mediated by ambidexterity. In H_3a, ambidexterity slightly affects the sustainable value chain indicating the partial mediating effects of ambidexterity. <br />Conclusion <br />Results showed packaging innovation enhances the environment, social and economic factors respectively through new generation of reusable and recyclable packaging, considering the needs of different customers group and decreasing row material consumption and process costs. Further, actual value caused by packaging innovation can be perceived through new product development and existing product improvement. Mediating role of ambidexterity in proposed relationships were also examined. Eventually, long term profit entails achievement of customer trust and environmental goals, therefore it is recommended that organizations throughout the supply chain to create in-use value for society and environment and facilitate value creator processes. علی­رغم جذابیت بسته­بندی به عنوان ابزاری برای خلق ارزش و تمایز برند همواره از پیامدهای منفی آن بر محیط و جامعه که ناشی از مصرف بی­رویة منابع طبیعی و ایجاد آلودگی­های زیست­محیطی است غفلت می‌شود. لذا در این مطالعه کوشش شد نقش نوآوری بسته­بندی در پایداری زنجیره ارزش تبیین گردد. به منظور طراحی مدل از مطالعات کتابخانه­ای و برای سنجش اعتبار مدل از تکنیک مدل­سازی معادلات ساختاری با نرم­افزار Smart PLS استفاده شد. جامعه آماری این پژوهش مدیران صنعت بسته­بندی مواد غذایی می­باشد، نمونه گیری به روش هدفمند در دسترس انجام شد و 267 نفر پرسشنامه را تکمیل نمودند. نتایج نشان داد نوآوری­ بسته­بندی با عرضة نسل جدید بسته­بندی­های قابل بازیافت یا استفاده مجدد، ملاحظه نیاز گروه­های مختلف مشتری، و کاهش مصرف مواد و هزینه فرآیند به ترتیب با بهبود شاخص­های محیطی، اجتماعی و اقتصادی به زنجیره ارزش پایدار منجر می­شود. همچنین ارزش عملی حاصل از نوآوری بسته­بندی به دو شکل معرفی محصول جدید و بهبود محصول موجود درک می­گردد. نقش میانجی­گر قابلیت دو­سوتوانی نیز در رابطه نوآوری بسته­بندی، زنجیره ارزش پایدار و نتایج عملی نوآوری اثبات گردید. از آنجا که کسب سود بلندمدت اقتصادی در یک زنجیره ارزش پایدار مستلزم دستیابی به اعتماد مشتری و تحقق اهداف زیست­محیطی است، پیشنهاد می­شود سازمان­ها در سراسر زنجیرة تامین با بسته­بندی نوآورانه برای جامعه و محیط ارزش در حین استفاده خلق کنند و فرآیندهای ارزش­آفرین را تسهیل نمایند. https://jmr.usb.ac.ir/article_5993_66ec399b52ba03ab0cea6f8f4c2d80ba.pdf