شناسایی و اولویت‌بندی عوامل مؤثر بر خلق ارزش مشترک با استفاده از تکنیک فرآیند تحلیل شبکه (مطالعه موردی: صنعت لوازم‌خانگی)

نویسنده

دانشجو دکتری پردیس کیش دانشگاه تهران

چکیده

امروزه، مشتریان میتوانند در هر یک از مراحل تولید، از طراحی تا عرضه آن با بنگاه تعامل داشته باشند. این نوع تعامل باید بهعنوان فرایندی دوطرفه، منجر به یادگیری دو طرف شود. بهعبارتی بر مبنای رویکردهای نوین، مشتریان و تأمینکنندگان قادر خواهند بود با همکاری یکدیگر ارزش مشترکی خلق کنند. هدف این تحقیق ارائه چارچوب تصمیمگیری در رابطه بین بنگاه و مصرفکننده بر اساس خلق ارزش مشترک در صنعت لوازمخانگی تهران است. در این پژوهش از تکنیک تحلیل شبکهای (ANP) استفاده شد. تجزیهوتحلیل یافتههای پژوهش در محیط Excel و Super decision انجام شد. تصمیمگیرندگان در این تحقیق 12 نفر پرسشنامههای مربوط به روش ANP را تکمیل کردند، وزن و رتبهبندی هر یک از معیارها با استفاده از روش تکنیک ANP انجام شد و درنهایت وزن نهایی حاصل از روش ANP بهدست آمد و رتبهبندی نهایی معیارها بر اساس آن صورت گرفت. بر اساس یافتههای حاصل از پژوهش، عوامل مؤثر در صنعت لوازمخانگی شامل سه عامل مدیریتی و استراتژیکی، عوامل انسانی و عوامل سیستمی بهترتیب با تعداد زیرمعیارهای 11، 4 و 7 و وزنهای 435/0،  389/0، و 177/0 بودند.

کلیدواژه‌ها


عنوان مقاله [English]

The Factors Affecting the Decision to Create Common Value Using Network Analysis Process Technique (Case Study: Appliance Industry)

نویسنده [English]

  • amirhosein kazem almasi
Student Dr. Pardis Kish University of Tehran
چکیده [English]

Today, customers can interact with the firm at any stage of production, from design to supply. This type of interaction should be a two-way process, leading to mutual learning. In other words, based on new approaches, customers and suppliers will be able to work together to create shared value. The purpose of this study is to provide a decision-making framework in the relationship between the firm and the consumer based on the creation of shared value in the home appliance industry in Tehran. In this study, network analysis (ANP) technique was used. The research findings were analyzed in Excel and Super decision environments. Decision makers in this study completed 12 questionnaires related to ANP method. The weight and ranking of each criterion was done using the ANP technique and finally the final weight obtained from the ANP method was obtained and the final ranking of the criteria was done based on it. Based on the findings of the study, the effective factors in the home appliance industry including three managerial and strategic factors, human factors and systemic factors with the number of sub-criteria 11, 4 and 7 and weights of 0.435, 0.389, and . 0 / 177, respectively They were.
 

کلیدواژه‌ها [English]

  • Common Value / Home Appliances / ANP Method
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