{"title":"为组织的可持续竞争优势创建一个模糊的 DEMATEL-ISM-MICMAC -fuzzy BWM 模型,将绿色营销、社会责任、品牌资产和绿色品牌形象纳入其中","authors":"Sogand Sheykhan, Payam Boozary, Hamed GhorbanTanhaei, Shayan Behzadi, Farzam Rahmani, Maryam Rabiee","doi":"10.1016/j.sftr.2024.100280","DOIUrl":null,"url":null,"abstract":"<div><p>This study aimed to create a model that would enable the achievement of a sustainable competitive advantage. The research approach is combining four multi-criteria decision-making tools including Fuzzy DEMATEL, ISM, MICMAC Analysis and Fuzzy BWM to evaluate factors in four key areas included corporate social responsibility, green marketing, brand image, and brand equity in Unilever Corporation. These factors collectively contribute to enhancing competitiveness. The process begins with the fuzzy DEMATEL method, which helps to uncover the cause-and-effect relationships among various components. Following this, the ISM approach is utilized to construct a hierarchical model that clarifies how these components influence and depend on one another. This step is crucial for gaining insights into their collective impact on Unilever's sustainability goals. Next, MICMAC analysis categorizes these factors based on their levels of influence and dependence, pinpointing the most critical elements that drive competitive advantage. Finally, the fuzzy BWM technique is applied to prioritize these key factors, leading to the aimed at bolstering Unilever's long-term competitiveness by fostering a green and sustainable brand image that resonates with consumer values. The key results reveal that the highest priority was given to achieving sustainable development goals. The criterion \"Promotion of customer awareness\" secured the second position Finally, ensuring the quality of products and services was also recognized as a third key focus area. Identifying these key factors and their interrelationships will provides decision-makers and stakeholders in Unilever company with actionable insights for precise planning and strategic prioritization.</p></div>","PeriodicalId":34478,"journal":{"name":"Sustainable Futures","volume":null,"pages":null},"PeriodicalIF":3.3000,"publicationDate":"2024-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S2666188824001291/pdfft?md5=46d88fe2b24540ca598f98ad69970327&pid=1-s2.0-S2666188824001291-main.pdf","citationCount":"0","resultStr":"{\"title\":\"Creating a fuzzy DEMATEL-ISM-MICMAC -fuzzy BWM model for the organization's sustainable competitive advantage, incorporating green marketing, social responsibility, brand equity and green brand image\",\"authors\":\"Sogand Sheykhan, Payam Boozary, Hamed GhorbanTanhaei, Shayan Behzadi, Farzam Rahmani, Maryam Rabiee\",\"doi\":\"10.1016/j.sftr.2024.100280\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>This study aimed to create a model that would enable the achievement of a sustainable competitive advantage. The research approach is combining four multi-criteria decision-making tools including Fuzzy DEMATEL, ISM, MICMAC Analysis and Fuzzy BWM to evaluate factors in four key areas included corporate social responsibility, green marketing, brand image, and brand equity in Unilever Corporation. These factors collectively contribute to enhancing competitiveness. The process begins with the fuzzy DEMATEL method, which helps to uncover the cause-and-effect relationships among various components. Following this, the ISM approach is utilized to construct a hierarchical model that clarifies how these components influence and depend on one another. This step is crucial for gaining insights into their collective impact on Unilever's sustainability goals. Next, MICMAC analysis categorizes these factors based on their levels of influence and dependence, pinpointing the most critical elements that drive competitive advantage. Finally, the fuzzy BWM technique is applied to prioritize these key factors, leading to the aimed at bolstering Unilever's long-term competitiveness by fostering a green and sustainable brand image that resonates with consumer values. The key results reveal that the highest priority was given to achieving sustainable development goals. The criterion \\\"Promotion of customer awareness\\\" secured the second position Finally, ensuring the quality of products and services was also recognized as a third key focus area. Identifying these key factors and their interrelationships will provides decision-makers and stakeholders in Unilever company with actionable insights for precise planning and strategic prioritization.</p></div>\",\"PeriodicalId\":34478,\"journal\":{\"name\":\"Sustainable Futures\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.3000,\"publicationDate\":\"2024-08-22\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://www.sciencedirect.com/science/article/pii/S2666188824001291/pdfft?md5=46d88fe2b24540ca598f98ad69970327&pid=1-s2.0-S2666188824001291-main.pdf\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Sustainable Futures\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S2666188824001291\",\"RegionNum\":2,\"RegionCategory\":\"社会学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"ENVIRONMENTAL SCIENCES\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Sustainable Futures","FirstCategoryId":"1085","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S2666188824001291","RegionNum":2,"RegionCategory":"社会学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"ENVIRONMENTAL SCIENCES","Score":null,"Total":0}
Creating a fuzzy DEMATEL-ISM-MICMAC -fuzzy BWM model for the organization's sustainable competitive advantage, incorporating green marketing, social responsibility, brand equity and green brand image
This study aimed to create a model that would enable the achievement of a sustainable competitive advantage. The research approach is combining four multi-criteria decision-making tools including Fuzzy DEMATEL, ISM, MICMAC Analysis and Fuzzy BWM to evaluate factors in four key areas included corporate social responsibility, green marketing, brand image, and brand equity in Unilever Corporation. These factors collectively contribute to enhancing competitiveness. The process begins with the fuzzy DEMATEL method, which helps to uncover the cause-and-effect relationships among various components. Following this, the ISM approach is utilized to construct a hierarchical model that clarifies how these components influence and depend on one another. This step is crucial for gaining insights into their collective impact on Unilever's sustainability goals. Next, MICMAC analysis categorizes these factors based on their levels of influence and dependence, pinpointing the most critical elements that drive competitive advantage. Finally, the fuzzy BWM technique is applied to prioritize these key factors, leading to the aimed at bolstering Unilever's long-term competitiveness by fostering a green and sustainable brand image that resonates with consumer values. The key results reveal that the highest priority was given to achieving sustainable development goals. The criterion "Promotion of customer awareness" secured the second position Finally, ensuring the quality of products and services was also recognized as a third key focus area. Identifying these key factors and their interrelationships will provides decision-makers and stakeholders in Unilever company with actionable insights for precise planning and strategic prioritization.
期刊介绍:
Sustainable Futures: is a journal focused on the intersection of sustainability, environment and technology from various disciplines in social sciences, and their larger implications for corporation, government, education institutions, regions and society both at present and in the future. It provides an advanced platform for studies related to sustainability and sustainable development in society, economics, environment, and culture. The scope of the journal is broad and encourages interdisciplinary research, as well as welcoming theoretical and practical research from all methodological approaches.