تدوین نقشه استراتژی شرکت ایران خودرو مازندران با رویکرد ترکیبی FDANP و IPA
محورهای موضوعی : مدیریت بازرگانی
فاطمه آقاجانی
1
,
محمد ولی پور خطیر
2
,
عبدالحمید صفایی قادیکلایی
3
1 - کارشناس ارشد مدیریت صنعتی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، مازندران،ایران
2 - استادیار گروه مدیریت صنعتی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، مازندران،ایران(نویسنده مسؤول)
3 - دانشیار گروه مدیریت صنعتی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، مازندران،ایران
کلید واژه: کارت امتیازی متوازن, نقشه استراتژی, FDANP, IPA,
چکیده مقاله :
امروزه سازمان ها برای بقا و موفقیت در شرایط پیچیده و رقابتی محیط کسب و کار نیازمند مدیریت استراتژیک اثربخش می باشند تا آنها را در طراحی، برنامه‌ریزی و اجرای موثر اهداف و استراتژی‌های سازمان یاری نماید. علی رغم اهمیت قابل توجه این موضوع، نتایج تحقیقات حاکی از نبود یک روش اجرایی نظام‌مند برای بکارگیری استراتژ های سازمان است. یکی از ابزارهای پرکاربرد مدیریت استراتژیک، نقشه استراتژی سازمان می‌باشد که با نمایش عوامل کلیدی موفقیت و روابط میان آنها، به شفاف سازی استراتژی‌ها و اجرای موثر اهداف استراتژیک کمک نماید. از این رو پژوهش حاضر با هدف تدوین نقشه استراتژی و تحلیل عملکرد شرکت ایران خودرو مازندران درصدد کمک به این شرکت برای اجرای موفق استراتژی‌ها و تخصیص صحیح منابع در جهت دستیابی به مأموریت و چشم انداز شرکت می‌باشد. پس از مرور پیشینة تحقیق و استخراج اهداف استراتژیک شرکت، ارتباط علت و معلولی میان آنها و همچنین وزن هر یک از آنها با استفاده از روش FDANP مشخص گردید. در ادامه بر اساس تحلیل اهمیت-عملکرد، رهنمودهایی برای تخصیص منابع در جهت تحقق اهداف استراتژیک ارائه گردید. بنابراین نتایج تحقیق می‌تواند مبنایی برای تصمیم‌گیری مدیران اجرایی شرکت مذکور برای اولویت‌بندی پروژه های بهبود مستمر و تخصیص بهینه منابع شرکت قرار گیرد.
Nowadays, organizational survival and success in the intricate and competitive business world entails effective strategic management that allows effective designing and planning of objectives and strategic implementation of the plans to achieve goals. Despite the vitality of strategic management, however, recent research findings underscore the absence of systematic procedures for organizational strategic implementation. Organizational strategy map is a common and functional strategic management element that helps to clarify strategies and reinforce effective implementation of strategic objectives by illustrating key factors defining success and the interaction among them. Hence, this study aimed to develop a strategy map and analyze the performance of Iran-Khodro Company in Mazandaran to help it successfully execute strategies and allocate resources to accomplish its mission. To this end, having reviewed the existing literature and specified the company's strategic goals, we weighed them and explored their causal relationship using FDANP. Further, a number of guidelines were offered based on the IPA analysis to help the management allocate resources and accomplish their goals. The findings can guide the company's managerial decisions in prioritizing ongoing reform projects and optimal allocation of resources.
Akbarian, M.and Najafi, E. (2014). Designing Strategy Map in Balance Scorecard Using DEMATEL. Journal of Industrial Management Studies, 12(34), 133-154, (In Persian)
Amado, C. A., Santos, S. P., & Marques, P. M. (2012). Integrating the Data Envelopment Analysis and the Balanced Scorecard approaches for enhanced performance assessment. Omega, 40(3), 390-403.
Azar, A., Jalali, R., & Khosravani, F. (2016). Investigating Soft Operations (Problems Structural Approaches). Industrial Management Organization, Thehran, (In Persian)
Barnabè, F. (2011). A “System Dynamics-based Balanced Scorecard” to Support Strategic Decision Making: Insights from a Case Study. International Journal of Productivity and Performance Management, 60(5), 446-473.
Ban, O. I., Ban, A. I., & Tuşe, D. A. (2016). Importance–Performance Analysis by Fuzzy C-means Algorithm. Expert Systems with Applications, 50, 9-16.
Chiu, W. Y., Tzeng, G. H., & Li, H. L. (2013). A New Hybrid MCDM Model Combining DANP with VIKOR to Improve e-store Business. Knowledge-Based Systems, 37, 48-61.
Creelman, J., Makhijani, N., & Norton, D. (2005). Succeeding with the Balanced Scorecard in the Mastering business in Asia Series, Wiley Executive.
Del Sordo, C., Orelli, R. L., Padovani, E., & Gardini, S. (2012). Assessing Global Performance in Universities: an Application of Balanced Scorecard. Procedia-Social and Behavioral Sciences, 46, 4793-4797.
Elahi, M., Hassanzadeh Hosseini, S., Dadras,M., & Zafari, N. (2014). Constructing a Strategy Map for Manufacturing Companies with Key Indicators of the Balanced Scorecard (Case study: Mihan company). journal of Industrial Management, 1(6), 1-22, (In Persian)
Elbanna, S., Eid, R., & Kamel, H. (2015). Measuring Hotel Performance Using the Balanced Scorecard: A Theoretical Construct Development and its Empirical Validation. International Journal of Hospitality Management, 51, 105-114.
Glykas, M. (2013). Fuzzy Cognitive Strategic Maps in Business Process Performance Measurement. Expert Systems with Applications, 40(1), 1-14.
Hu, B., Leopold-Wildburger, U., & Strohhecker, J. (2016), Strategy Map Concepts in a Balanced Scorecard Cockpit Improve Performance. European Journal of Operational Research, 258(2), 664-676.
Jassbi, J., Mohamadnejad, F., & Nasrollahzadeh, H. (2011). A Fuzzy DEMATEL framework for modeling Cause and Effect Relationships of Strategy Map. Expert Systems with Applications, 38(5), 5967-5973.
Jasbi, J., Mohamadnejad, F. (2013). Modeling Cause and Effect Relationships of Strategy Map Using DEMATEL Technique. Journal Managment System, 24(98), 47-62, (In Persian)
Kaplan, R.S. & Norton, D. P. (2000). The Srategy Focused Organization, Boston, Harvard Business School Press.
Kaplan, R. S., & Norton, D. P. (2004). Strategy maps: Converting intangible Assets into Tangible Outcomes. Harvard Business Press.
Kaplan, R., & Norton, D. P. (2006), Alignment: Using the balanced scorecard to create corporate synergies. Harvard Business Press.
Lin, Y. H., Chen, C. C., Tsai, C. F., & Tseng, M. L. (2014). Balanced Scorecard Performance Evaluation in a Closed-loop Hierarchical Model under Uncertainty. Applied Soft Computing, 24, 1022-1032.
Liou, J. J., Yen, L., & Tzeng, G. H. (2008). Building an effective safety management system for airlines. Journal of Air Transport Management, 14(1), 20-26.
Lu, M. T., Lin, S. W., & Tzeng, G. H. (2013). Improving RFID Adoption in Taiwan's Healthcare Industry Based on a DEMATEL Technique with a Hybrid MCDM Model. Decision Support Systems, 56(1), 259-269.
Mankins, M. C., & Steele, R. (2005). Turning Great Strategy into Great Performance. Harvard Business Review, 83(7), 64-79.
Moradi, Majid and Khalaj, Omme Leila (2016). Performance Evaluation Strategy using the Balanced Scorecard) from the Customer Perspective. Research in Management and Accounting, 25, (In Persian)
Olfat, L. & Barati, M. (2012). An Importance-Performance Analysis of Supply Chain Relationships Metrics in Small and Medium Sized Enterprises in Automotive Parts Industry. Journal of Industrial Management, 4(2), 21-42, (In Persian)
Pan, J. N., & Nguyen, H. T. N. (2015). Achieving Customer Satisfaction through Product–Service Systems. European Journal of Operational Research, 247(1), 179-190.
Pezeshki V., Mousavi A., & Grant S. (2009). Importance-performance analysis of service attributes and its impact on decision making in the mobile telecommunication industry. Measuring Business Excellence, 13(1), 82-92.
Quezada, L. E., & López-Ospina, H. A. (2014). A Method for Designing a Strategy Map Using AHP and Linear Programming. International Journal of Production Economics, 158, 244-255.
Raymond, K.S. C., & Choi, T. (2000). An importance-performance analysis of hotel selection factors in the Hong Kong hotel industry: a comparison of businessand leisure travelers. Tourism Management, 21 (4): 363-377.
Ren, J. & Manzardo, A. & Toniolo, S. & Scipioni, A. (2013). Sustainability of hydrogen supply chain. Part I: Identification of critical criteria and cause–effect analysis for enhancing the sustainability using DEMATEL. International Journal of Hydrogen Energy, 38( 33): 14159-14171.
Rodriguez, A.B.(2008). A framework to align strategy, improvement performance, and customer satisfaction using an integration of six sigma and balanced scorecard. University of Central Florida.
Seedigh, M., Alavimation, Y., Bagheri, D., Mirzaei Naserabad, J. & Gheibi, S. (2016). The Relationship between Strategic Orientation and Organizational Performance (Case study: auto part manufacturing Companies in East Azerbaijan province). Productivity Management, 10(37), 181-196. (In Persian).
Sofiyabadi, J., Kolahi, B., Valmmohamadi, C., Mohedi, M. (2015). Application of Fuzzy Cognitive Map in Determining the Organization’s Success Path. Productivity 9(34), 201-223, (In Persian)
Tadić, S., Zečević, S., & Krstić, M. (2014). A novel hybrid MCDM Model Based on Fuzzy DEMATEL, Fuzzy ANP and Fuzzy VIKOR for City Logistics Concept Selection. Expert Systems with Applications, 41(18), 8112-8128.
Torbati, A., Arsanjany, M., Mehryar Irdimosa, H. (2015). Creating supply chain management strategy map with using causal loop diagram and balanced scorecard. Journal of Modeling in Engineering, 13(42), 151-165, (In Persian)
Varmazyar, M., Dehghanbaghi, M., & Afkhami, M. (2016). A novel hybrid MCDM model for performance evaluation of research and technology organizations based on BSC approach. Evaluation and program planning, 58, 125-140.
Wang, Y. M., Liu, J., & Elhag, T. M. (2008). An integrated AHP–DEA methodology for bridge risk assessment. Computers & industrial engineering, 54(3), 513-525.
Wang, Y. L., & Tzeng, G. H. (2012). Brand Marketing for Creating Brand Value Based on a MCDM Model Combining DEMATEL with ANP and VIKOR Methods. Expert Systems with Applications, 39(5), 5600-5615.
Wu, H. Y. (2012). Constructing a Strategy Map for Banking Institutions With key Performance Indicators of the Balanced Scorecard. Evaluation and Program Planning, 35(3), 303-320.
Wu, L., & Chang, C. H. (2012). Using the Balanced Scorecard in Assessing the Performance of e-SCM Diffusion: A Multi-stage Perspective. Decision Support Systems, 52(2), 474-485.
Yüksel, İ., & Dağdeviren, M. (2010). Using the Fuzzy Analytic Network Process (ANP) for Balanced Scorecard (BSC): A Case Study for a Manufacturing Firm. Expert Systems with Applications, 37(2), 1270-1278.
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Akbarian, M.and Najafi, E. (2014). Designing Strategy Map in Balance Scorecard Using DEMATEL. Journal of Industrial Management Studies, 12(34), 133-154, (In Persian)
Amado, C. A., Santos, S. P., & Marques, P. M. (2012). Integrating the Data Envelopment Analysis and the Balanced Scorecard approaches for enhanced performance assessment. Omega, 40(3), 390-403.
Azar, A., Jalali, R., & Khosravani, F. (2016). Investigating Soft Operations (Problems Structural Approaches). Industrial Management Organization, Thehran, (In Persian)
Barnabè, F. (2011). A “System Dynamics-based Balanced Scorecard” to Support Strategic Decision Making: Insights from a Case Study. International Journal of Productivity and Performance Management, 60(5), 446-473.
Ban, O. I., Ban, A. I., & Tuşe, D. A. (2016). Importance–Performance Analysis by Fuzzy C-means Algorithm. Expert Systems with Applications, 50, 9-16.
Chiu, W. Y., Tzeng, G. H., & Li, H. L. (2013). A New Hybrid MCDM Model Combining DANP with VIKOR to Improve e-store Business. Knowledge-Based Systems, 37, 48-61.
Creelman, J., Makhijani, N., & Norton, D. (2005). Succeeding with the Balanced Scorecard in the Mastering business in Asia Series, Wiley Executive.
Del Sordo, C., Orelli, R. L., Padovani, E., & Gardini, S. (2012). Assessing Global Performance in Universities: an Application of Balanced Scorecard. Procedia-Social and Behavioral Sciences, 46, 4793-4797.
Elahi, M., Hassanzadeh Hosseini, S., Dadras,M., & Zafari, N. (2014). Constructing a Strategy Map for Manufacturing Companies with Key Indicators of the Balanced Scorecard (Case study: Mihan company). journal of Industrial Management, 1(6), 1-22, (In Persian)
Elbanna, S., Eid, R., & Kamel, H. (2015). Measuring Hotel Performance Using the Balanced Scorecard: A Theoretical Construct Development and its Empirical Validation. International Journal of Hospitality Management, 51, 105-114.
Glykas, M. (2013). Fuzzy Cognitive Strategic Maps in Business Process Performance Measurement. Expert Systems with Applications, 40(1), 1-14.
Hu, B., Leopold-Wildburger, U., & Strohhecker, J. (2016), Strategy Map Concepts in a Balanced Scorecard Cockpit Improve Performance. European Journal of Operational Research, 258(2), 664-676.
Jassbi, J., Mohamadnejad, F., & Nasrollahzadeh, H. (2011). A Fuzzy DEMATEL framework for modeling Cause and Effect Relationships of Strategy Map. Expert Systems with Applications, 38(5), 5967-5973.
Jasbi, J., Mohamadnejad, F. (2013). Modeling Cause and Effect Relationships of Strategy Map Using DEMATEL Technique. Journal Managment System, 24(98), 47-62, (In Persian)
Kaplan, R.S. & Norton, D. P. (2000). The Srategy Focused Organization, Boston, Harvard Business School Press.
Kaplan, R. S., & Norton, D. P. (2004). Strategy maps: Converting intangible Assets into Tangible Outcomes. Harvard Business Press.
Kaplan, R., & Norton, D. P. (2006), Alignment: Using the balanced scorecard to create corporate synergies. Harvard Business Press.
Lin, Y. H., Chen, C. C., Tsai, C. F., & Tseng, M. L. (2014). Balanced Scorecard Performance Evaluation in a Closed-loop Hierarchical Model under Uncertainty. Applied Soft Computing, 24, 1022-1032.
Liou, J. J., Yen, L., & Tzeng, G. H. (2008). Building an effective safety management system for airlines. Journal of Air Transport Management, 14(1), 20-26.
Lu, M. T., Lin, S. W., & Tzeng, G. H. (2013). Improving RFID Adoption in Taiwan's Healthcare Industry Based on a DEMATEL Technique with a Hybrid MCDM Model. Decision Support Systems, 56(1), 259-269.
Mankins, M. C., & Steele, R. (2005). Turning Great Strategy into Great Performance. Harvard Business Review, 83(7), 64-79.
Moradi, Majid and Khalaj, Omme Leila (2016). Performance Evaluation Strategy using the Balanced Scorecard) from the Customer Perspective. Research in Management and Accounting, 25, (In Persian)
Olfat, L. & Barati, M. (2012). An Importance-Performance Analysis of Supply Chain Relationships Metrics in Small and Medium Sized Enterprises in Automotive Parts Industry. Journal of Industrial Management, 4(2), 21-42, (In Persian)
Pan, J. N., & Nguyen, H. T. N. (2015). Achieving Customer Satisfaction through Product–Service Systems. European Journal of Operational Research, 247(1), 179-190.
Pezeshki V., Mousavi A., & Grant S. (2009). Importance-performance analysis of service attributes and its impact on decision making in the mobile telecommunication industry. Measuring Business Excellence, 13(1), 82-92.
Quezada, L. E., & López-Ospina, H. A. (2014). A Method for Designing a Strategy Map Using AHP and Linear Programming. International Journal of Production Economics, 158, 244-255.
Raymond, K.S. C., & Choi, T. (2000). An importance-performance analysis of hotel selection factors in the Hong Kong hotel industry: a comparison of businessand leisure travelers. Tourism Management, 21 (4): 363-377.
Ren, J. & Manzardo, A. & Toniolo, S. & Scipioni, A. (2013). Sustainability of hydrogen supply chain. Part I: Identification of critical criteria and cause–effect analysis for enhancing the sustainability using DEMATEL. International Journal of Hydrogen Energy, 38( 33): 14159-14171.
Rodriguez, A.B.(2008). A framework to align strategy, improvement performance, and customer satisfaction using an integration of six sigma and balanced scorecard. University of Central Florida.
Seedigh, M., Alavimation, Y., Bagheri, D., Mirzaei Naserabad, J. & Gheibi, S. (2016). The Relationship between Strategic Orientation and Organizational Performance (Case study: auto part manufacturing Companies in East Azerbaijan province). Productivity Management, 10(37), 181-196. (In Persian).
Sofiyabadi, J., Kolahi, B., Valmmohamadi, C., Mohedi, M. (2015). Application of Fuzzy Cognitive Map in Determining the Organization’s Success Path. Productivity 9(34), 201-223, (In Persian)
Tadić, S., Zečević, S., & Krstić, M. (2014). A novel hybrid MCDM Model Based on Fuzzy DEMATEL, Fuzzy ANP and Fuzzy VIKOR for City Logistics Concept Selection. Expert Systems with Applications, 41(18), 8112-8128.
Torbati, A., Arsanjany, M., Mehryar Irdimosa, H. (2015). Creating supply chain management strategy map with using causal loop diagram and balanced scorecard. Journal of Modeling in Engineering, 13(42), 151-165, (In Persian)
Varmazyar, M., Dehghanbaghi, M., & Afkhami, M. (2016). A novel hybrid MCDM model for performance evaluation of research and technology organizations based on BSC approach. Evaluation and program planning, 58, 125-140.
Wang, Y. M., Liu, J., & Elhag, T. M. (2008). An integrated AHP–DEA methodology for bridge risk assessment. Computers & industrial engineering, 54(3), 513-525.
Wang, Y. L., & Tzeng, G. H. (2012). Brand Marketing for Creating Brand Value Based on a MCDM Model Combining DEMATEL with ANP and VIKOR Methods. Expert Systems with Applications, 39(5), 5600-5615.
Wu, H. Y. (2012). Constructing a Strategy Map for Banking Institutions With key Performance Indicators of the Balanced Scorecard. Evaluation and Program Planning, 35(3), 303-320.
Wu, L., & Chang, C. H. (2012). Using the Balanced Scorecard in Assessing the Performance of e-SCM Diffusion: A Multi-stage Perspective. Decision Support Systems, 52(2), 474-485.
Yüksel, İ., & Dağdeviren, M. (2010). Using the Fuzzy Analytic Network Process (ANP) for Balanced Scorecard (BSC): A Case Study for a Manufacturing Firm. Expert Systems with Applications, 37(2), 1270-1278.