ارائه مدل موفقیت توسعه محصولات جدید با رویکرد ارزیابی محصولات سبز در صنایع غذایی
محورهای موضوعی :
اقتصاد محیط زیست
محد صادق دهقان بهرغانی
1
(دانشجوی دکتری، گروه مدیریت صنعتی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.)
حسن دهقان دهنوی
2
(دانشیار، گروه مدیریت صنعتی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران. *(مسوول مکاتبات))
محمد رضا دهقانی اشکذری
3
(استادیار، گروه مدیریت، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران)
مهدی اکابری تفتی
4
(استادیار، گروه اقتصاد، دانشکده علوم انسانی دانشگاه میبد، میبد، ایران.)
تاریخ دریافت : 1401/07/29
تاریخ پذیرش : 1401/11/19
تاریخ انتشار : 1402/03/01
کلید واژه:
توسعه محصولات جدید,
رویکرد سبز,
صنعت مواد غذایی,
چکیده مقاله :
زمینه و هدف: در دنیای کنونی افزایش تغییرات زیست‌محیطی؛ ضایعات؛ شدت رقابت؛ کوتاه شدن چرخه عمر محصول و از سوی دیگر حرکت تولید به سمت تکنولوژی و دانش جدید، شرکت‌ها را ناچار به توسعه محصولات جدید به عنوان یکی از استراتژی‌های رقابتی سوق داده است. لذا تحقیق حاضر با هدف ارائه ارائه مدل توسعه محصولات جدید با رویکرد محصولات سبز در صنایع غذایی انجام گرفته است.
روش بررسی: نوع روش شناسی پژوهش ترکیبی است و برمبنای نتیجه در دسته پژوهش‌های توسعه‌ای قرار می‌گیرد. در این پژوهش جهتِ جمع‌آوری داده‌ها در بخش کیفی از مصاحبه استفاده می‌شود و در بخش کمی از چک لیست‌های ماتریسی براساس مقایسه زوجی بهره برده شده است. جامعه هدف در بخش کیفی ۱۴ نفر از متخصصان دانشگاهی بودند که چه به لحاظ علمی و چه به لحاظ تجربی، خبره تلقی می‌شدند. نمونه‌گیری در بخش روش شناسی کیفی، نمونه‌گیری نظری و نحوه تعیین نمونه گلوله برفی بود. اما جامعه هدف در بخش کمی ۲۴ از مدیران شرکت‌های دانش بنیان بودند، که براساس تجربه‌های کاری و سطح دانش فنی و تخصصی از طریق نمونه‌گیری همگن انتخاب شدند. این پژوهش در بازه زمانی یکساله انجام شده است.
یافته‌ها: نتایج پژوهش در بخش کیفی از وجود 810 کد باز؛ 107 مفهوم و20 مقوله در قالب یک مدل پارادایمی برای توسعه محصولات جدید در صنعت مواد غذایی حکایت دارد. همچنین نتایج در بخش کمی نشان داد، درصدِ تاثیرگذاری پیامد تکنولوژی سبز نسبت به بقیه پیامدهای توسعه محصولات جدید بیشتر است، که به معنای آن است که اثرگذارترین پیامد از توسعه محصولات جدید در سطح شرکت‌های دانش بنیان محصولات مواد غذایی می‌باشد.
بحث و نتیجه‌گیری: نتیجه کسب شده گویای این واقعیت است که تکنولوژی سبز که طی فرآیندهای زیرساختی براساس طرح‌های توسعه محصولات جدید ایجاد می‌گردد، امکان طبقه‌بندی و دسته‌بندی اطلاعات را از زمینه‌های اجتماعی و مشتریان به شرکت‌های دانش بنیان می‌دهد و شرایط را مهیا می‌کند تا شرکت‌ها سطح شناخت‌شان از تغییرات زیست‌محیطی و سلایق و انتظارات مشتریان ارتقاء یابد و از این طریق بتوانند، نسبت به توسعه عملکردهای رقابتی در عرصه محصولات سبز در بلندمدت پیش قدم باشند.
چکیده انگلیسی:
Background & Objective: In today's world, increasing environmental changes; wastage; intensity of competition; The shortening of the product life cycle and on the other hand the movement of production towards new technology and knowledge have forced companies to develop green products as one of the competitive strategies. Therefore, in this research, it was carried out with the aim of presenting a presenting the new product development success model with the approach of green products appraisal in the food industry.
Material and Methodology: The type of research methodology is mixed and based on the result, it is placed in the category of developmental research. In this research, interviews are used to collect data in the qualitative part, and matrix checklists based on pairwise comparisons are used in the quantitative part. The target population in the qualitative section was 14 university specialists who were considered experts both scientifically and experimentally. Sampling in the qualitative methodology section was theoretical sampling and how to determine the snowball sample. But the target population in the quantitative part was 24 managers of knowledge-based companies, who were selected based on work experience and level of technical and specialized knowledge through homogeneous sampling.
Findings: The results of the research in the qualitative part of the existence of 810 open codes; there are 107 concepts and 20 categories in the form of a paradigm model for the development of green products in the food industry. Also, the results in the quantitative section showed that the percentage of impact of green technology is higher than the other consequences of green product development, which means that the most effective result of green product development at the level of knowledge-based companies is food products.
Discussion and conclusion: The obtained result shows the fact that green technology, which is created during infrastructural processes based on green product development plans, provides the possibility of classifying and categorizing information from social platforms and customers to knowledge-based companies and provides the conditions So that companies can improve their level of knowledge about environmental changes and customers' tastes and expectations, and in this way, they can be ahead of the development of competitive functions in the field of green products in the long term.
منابع و مأخذ:
Lehmann, R. J., Reiche, R., & Schiefer, G. (2012). Future internet and the agri-food sector: State-of-the-art in literature and research. Computers and Electronics in Agriculture, 89, 158-174.
Pinna, C., Plo, L., Robin, V., Girard, P., & Terzi, S. (2017). An approach to improve implementation of PLM solution in food industry-case study of Poult Group. International Journal of Product Lifecycle Management, 10(2), 151-170.
Moskowitz, H. R., Saguy, I. S., & Straus, T. (2009). An integrated approach to new food product development. CRC Press. pp. 113–131.
Harmancioglu, N., Droge, C., & Calantone, R. J. (2009). Strategic fit to resources versus NPD execution proficiencies: what are their roles in determining success?. Journal of the Academy of Marketing Science, 37(3), 266-282.
Lisboa, A., Skarmeas, D., & Lages, C. (2011). Entrepreneurial orientation, exploitative and explorative capabilities, and performance outcomes in export markets: A resource-based approach. Industrial marketing management, 40(8), 1274-1284.
O'Cass, A., Heirati, N., & Ngo, L. V. (2014). Achieving new product success via the synchronization of exploration and exploitation across multiple levels and functional areas. Industrial Marketing Management, 43(5), 862-872.
Stewart, H., & Martinez, S. (2002). Innovation by food companies key to growth and profitability. FOOD REVIEW-WASHINGTON DC-, 25(1), 28-32.
De Carlo, F., & Simioli, G. R. (2022). Lean Production and World Class Manufacturing: A Comparative Study of the Two Most Important Production Strategies of Recent Times. International Journal of Industrial and Operations Research, 1(1).
Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1-2): 128-143.
Wei, Sh., Ang, T., Jancenelle, V, E. (2018). Willingness to pay more for green products: The interplay of consumer characteristics and customer participation, Journal of Retailing and Consumer Services 45(2): 230-238.
Chen, T.B. & Chai, L.T. (2022). Attitude towards the Environment and Green Products: Consumers’ Perspective. Management Science and Engineering. 4(2): 27-39.
Du, L., Wu, A., Liu, G., Li, H., Yu, B., Zhen, H., Wang, X. (2020). Green auto fluorescence eleocytes from earthworm as a tool for detecting environmental iron pollution, Ecological Indicators, 108(3): 105-155. https://doi.org/10.1016/j.ecolind.2019.105695.
Mohammadian, M., Bakhshandeh, G. (2014). Exploring the Effective Factors on Consumers’ Attitude and Green Purchase Intention. Management Studies in Development and Evolution, 23(75): 39-68. (In Persian)
Ayoobian, N., Mousarezaei, R. (2018). The Role of Nuclear Power in the Reduction of Environmental Pollutants and Climate Changes Compared to other Power Plants in Iran. Journal of Nuclear Science and Technology (JonSat), 39(2): 49-60. (In Persian)
Meyersdorf, D., & Dori, D. (1997). System modeling of the R&D domain through the object–process methodology: a practical tool to help R&D satisfy its customers' needs. R&D Management, 27(4), 333-344.
Ulrich, K.T.; Eppinger, S.D. Product Design and Development; McGraw-Hill Education: New York, NY,USA, 2016.
Florén, H., Frishammar, J., Parida, V., & Wincent, J. (2018). Critical success factors in early new product development: a review and a conceptual model. International Entrepreneurship and Management Journal, 14(2): 411-427.
Dangelico, R. M, Pontrandolfo, P. (2009). Form green product definitions and classifications to the green option matrix. Journal of cleaner production. 1608-
Rizwan, M., Ubair Ahmad, SH., Mehboob, N. (2013). Enhancing the Green Purchase Intention Based on Green Marketing: An Empirical Study from Pakistan, Asian Journal of Empirical Research, 3(2): 208-219.
Tiwari, S., Tripathi, D., Srivastava, U., Yadav, P, K. (2011). Green Marketing- Emerging Dimensions, Journal of Business Excellence, 2(3): 18-23.
Cheah, I., Phau, I. (2011). Attitudes towards environmentally friendly products: The influence of Eco literacy, interpersonal influence and value orientation. Marketing Intelligence & Planning. 29(5): 452-472.
Wang, D., Walker, T. and Barabanov, S. (2022). A psychological approach to regaining consumer trust after greenwashing: the case of Chinese green consumers, Journal of Consumer Marketing, https://doi.org/10.1108/JCM-06-2019-3257.
Seif, M., Mazloumian, S., Rastegar, A., Amrollahi Jalal Abadi, M. (2016). Environmental and Psychological factors on Green Purchasing Willingness among Employees of Sarcheshmeh Copper Complex. Environmental Education and Sustainable Development, 4(2): 19-29. (In Persian)
Khare, A. (2022). Green Apparel Buying: Role of Past Behavior, Knowledge and Peer Influence in the Assessment of Green Apparel Perceived Benefits, Journal of International Consumer Marketing, https://doi.org/10.1080/08961530.2019.1635553
Strauss, A.L., & Corbin, J. (1998). Basics of qualitative research: Grounded theory: Procedures and Technique. (2nd Edition); Sage, Newbury Park, London.
Sushil (2017a), “Multi- criteria valuation of flexibility initiatives using integrated TISM–IRP with a big data framework, Production Planning & Control, 28(11/12): 999-1010.
Chithambaranathan, P., Subramanian, N. and Palaniappan, P.K. (2015). An innovative framework for performance analysis of members of supply chains, Benchmarking: An International Journal, 22(2): 309-334
Ahmadi, F, A., Nasiriyan, Kh., Abazari, P. (2008). Delphi technique: a tool in research. Iranian Journal of Medical Education, 8(1): 175-185. (In Persian)
Speziale, HS, Streubert, HJ, & Carpenter, DR. (2011). Qualitative research in nursing: Advancing the humanistic imperative. Lippincott Williams &
_||_
Lehmann, R. J., Reiche, R., & Schiefer, G. (2012). Future internet and the agri-food sector: State-of-the-art in literature and research. Computers and Electronics in Agriculture, 89, 158-174.
Pinna, C., Plo, L., Robin, V., Girard, P., & Terzi, S. (2017). An approach to improve implementation of PLM solution in food industry-case study of Poult Group. International Journal of Product Lifecycle Management, 10(2), 151-170.
Moskowitz, H. R., Saguy, I. S., & Straus, T. (2009). An integrated approach to new food product development. CRC Press. pp. 113–131.
Harmancioglu, N., Droge, C., & Calantone, R. J. (2009). Strategic fit to resources versus NPD execution proficiencies: what are their roles in determining success?. Journal of the Academy of Marketing Science, 37(3), 266-282.
Lisboa, A., Skarmeas, D., & Lages, C. (2011). Entrepreneurial orientation, exploitative and explorative capabilities, and performance outcomes in export markets: A resource-based approach. Industrial marketing management, 40(8), 1274-1284.
O'Cass, A., Heirati, N., & Ngo, L. V. (2014). Achieving new product success via the synchronization of exploration and exploitation across multiple levels and functional areas. Industrial Marketing Management, 43(5), 862-872.
Stewart, H., & Martinez, S. (2002). Innovation by food companies key to growth and profitability. FOOD REVIEW-WASHINGTON DC-, 25(1), 28-32.
De Carlo, F., & Simioli, G. R. (2022). Lean Production and World Class Manufacturing: A Comparative Study of the Two Most Important Production Strategies of Recent Times. International Journal of Industrial and Operations Research, 1(1).
Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1-2): 128-143.
Wei, Sh., Ang, T., Jancenelle, V, E. (2018). Willingness to pay more for green products: The interplay of consumer characteristics and customer participation, Journal of Retailing and Consumer Services 45(2): 230-238.
Chen, T.B. & Chai, L.T. (2022). Attitude towards the Environment and Green Products: Consumers’ Perspective. Management Science and Engineering. 4(2): 27-39.
Du, L., Wu, A., Liu, G., Li, H., Yu, B., Zhen, H., Wang, X. (2020). Green auto fluorescence eleocytes from earthworm as a tool for detecting environmental iron pollution, Ecological Indicators, 108(3): 105-155. https://doi.org/10.1016/j.ecolind.2019.105695.
Mohammadian, M., Bakhshandeh, G. (2014). Exploring the Effective Factors on Consumers’ Attitude and Green Purchase Intention. Management Studies in Development and Evolution, 23(75): 39-68. (In Persian)
Ayoobian, N., Mousarezaei, R. (2018). The Role of Nuclear Power in the Reduction of Environmental Pollutants and Climate Changes Compared to other Power Plants in Iran. Journal of Nuclear Science and Technology (JonSat), 39(2): 49-60. (In Persian)
Meyersdorf, D., & Dori, D. (1997). System modeling of the R&D domain through the object–process methodology: a practical tool to help R&D satisfy its customers' needs. R&D Management, 27(4), 333-344.
Ulrich, K.T.; Eppinger, S.D. Product Design and Development; McGraw-Hill Education: New York, NY,USA, 2016.
Florén, H., Frishammar, J., Parida, V., & Wincent, J. (2018). Critical success factors in early new product development: a review and a conceptual model. International Entrepreneurship and Management Journal, 14(2): 411-427.
Dangelico, R. M, Pontrandolfo, P. (2009). Form green product definitions and classifications to the green option matrix. Journal of cleaner production. 1608-
Rizwan, M., Ubair Ahmad, SH., Mehboob, N. (2013). Enhancing the Green Purchase Intention Based on Green Marketing: An Empirical Study from Pakistan, Asian Journal of Empirical Research, 3(2): 208-219.
Tiwari, S., Tripathi, D., Srivastava, U., Yadav, P, K. (2011). Green Marketing- Emerging Dimensions, Journal of Business Excellence, 2(3): 18-23.
Cheah, I., Phau, I. (2011). Attitudes towards environmentally friendly products: The influence of Eco literacy, interpersonal influence and value orientation. Marketing Intelligence & Planning. 29(5): 452-472.
Wang, D., Walker, T. and Barabanov, S. (2022). A psychological approach to regaining consumer trust after greenwashing: the case of Chinese green consumers, Journal of Consumer Marketing, https://doi.org/10.1108/JCM-06-2019-3257.
Seif, M., Mazloumian, S., Rastegar, A., Amrollahi Jalal Abadi, M. (2016). Environmental and Psychological factors on Green Purchasing Willingness among Employees of Sarcheshmeh Copper Complex. Environmental Education and Sustainable Development, 4(2): 19-29. (In Persian)
Khare, A. (2022). Green Apparel Buying: Role of Past Behavior, Knowledge and Peer Influence in the Assessment of Green Apparel Perceived Benefits, Journal of International Consumer Marketing, https://doi.org/10.1080/08961530.2019.1635553
Strauss, A.L., & Corbin, J. (1998). Basics of qualitative research: Grounded theory: Procedures and Technique. (2nd Edition); Sage, Newbury Park, London.
Sushil (2017a), “Multi- criteria valuation of flexibility initiatives using integrated TISM–IRP with a big data framework, Production Planning & Control, 28(11/12): 999-1010.
Chithambaranathan, P., Subramanian, N. and Palaniappan, P.K. (2015). An innovative framework for performance analysis of members of supply chains, Benchmarking: An International Journal, 22(2): 309-334
Ahmadi, F, A., Nasiriyan, Kh., Abazari, P. (2008). Delphi technique: a tool in research. Iranian Journal of Medical Education, 8(1): 175-185. (In Persian)
Speziale, HS, Streubert, HJ, & Carpenter, DR. (2011). Qualitative research in nursing: Advancing the humanistic imperative. Lippincott Williams &
