شناسایی و سطح‏بندی عوامل موثر بر موفقیت عرضه محصول جدید در یک شرکت تولیدی مواد غذایی

نوع مقاله : مدیریت تولید و عملیات (برنامه‌­ریزی تولید، چابکی، پایداری، ناب، سبز، برون­‌سپاری، زنجیره تأمین، زنجیره ارزش، کیفیت، بهره وری، صنعت چهار و ابعاد آن، . . .)

نویسندگان

1 نویسنده مسئول، استادیار دانشگاه آزاد اسلامی واحد تبریز، تبریز، ایران

2 دانشجوی کارشناسی ارشد مدیریت اجرایی، گرایش استراتژیک، دانشگاه آزاد اسلامی واحد تبریز، تبریز، ایران

چکیده

موفقیت محصولات جدید به عنوان برترین عامل برای موفقیت شرکت‏ها و حتی بقای آن‏ها محسوب می‌شود. شرکت‏های بسیاری سعی دارند تا قبل از توسعه محصول جدید، اقدام به پیش‏بینی موفقیت آن نمایند. هدف این تحقیق شناسایی و سطح‏بندی عوامل موثر بر موفقیت پروژه‏های توسعه محصول جدید در یک شرکت تولیدی مواد‎ غذایی می‏باشد. جمعیت خبرگی این تحقیق شامل مدیران کارخانه شیوا کرج و تعداد این افراد 20 نفر می‏باشد و اطلاعات آن‏ها از طریق پرسشنامه جمع‏آوری شده‏است. در این پژوهش برای شناسایی عوامل موثر از تکنیک دلفی فازی و برای سطح‏بندی از مدل‏سازی ساختاری و تفسیری ISM و برای شناسایی نوع متغیرها از تحلیل MICMAC استفاده شده‏است. پس از تحلیل داده‏ها، متغیرها در چهار سطح مختلف طبقه‏بندی شدند. پس از تحلیل MICMAC  متغیرها در سه گروه متغیرهای مستقل، ارتباطی و وابسته قرار گرفتند و هیچ متغیری در گروه متغیرهای خودگردان قرار نگرفت. نتایج حاصل نشان می‏دهد که مدل پژوهش از نظر اعتبار و توالی گام‏ها مورد تایید شرکت مذکور واقع گردیده‏است.

کلیدواژه‌ها


عنوان مقاله [English]

Identifying and Ranking Factors Affecting the Success of Introducing a New Product in Food Manufacturing Company a New Product in Food Manufacturing Company

نویسندگان [English]

  • Mortaza Honarmand Azimi 1
  • Samin Valizadeh 2
1 Assistant professor in Business Management, Faculty of Management, Economics and Accounting, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2 M.A. student of Executive Management, Faculty of Management, Economics and Accounting, Tabriz Branch, Islamic Azad University,Tabriz, Iran
چکیده [English]

Successful new products are being considered as one of key factors in success and survival of companies. Many companies are trying to predict a new product potential for being successful before they start developing and manufacturing of the product. In the current study, we identify and rank the effective factors in the plans of new product development in a food manufacturing company. To proceed, some questionnaires are distributed among 20 managers and employees of Shiva Karaj company, as experts, to answer the designed questions and provide the requested information. After gathering the data, Fuzzy Delphi technique is employed to identify the effective factors and then Interpretive Structural Modeling (ISM) is applied to rank them. In this regard, MICMAC analyze is also used in order to identify the types of the variables and categorize them into four different levels. Based on MICMAC analyze, the variables are grouped into three categories including independent, relational and dependent variables. The obtained result also shows that; no variables belong in autonomic variables group. The outputs of this research are consistent with the company experience in terms of validity and sequence of steps and the proposed model and the corresponding results are approved by Shiva Karaj company.

کلیدواژه‌ها [English]

  • New Product Development
  • Food Manufacturing Company
  • Fuzzy Delphi
  • Interpretive Structural Model (ISM)
  • MICMAC Analyze
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دوره 13، شماره 25
شهریور 1400
صفحه 249-269
  • تاریخ دریافت: 01 اردیبهشت 1399
  • تاریخ بازنگری: 23 مرداد 1399
  • تاریخ پذیرش: 12 مهر 1399
  • تاریخ اولین انتشار: 01 شهریور 1400