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

IF 3.3 2区 社会学 Q2 ENVIRONMENTAL SCIENCES
Sogand Sheykhan, Payam Boozary, Hamed GhorbanTanhaei, Shayan Behzadi, Farzam Rahmani, Maryam Rabiee
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引用次数: 0

摘要

本研究旨在创建一个能够实现可持续竞争优势的模型。研究方法结合了四种多标准决策工具,包括模糊 DEMATEL、ISM、MICMAC 分析和模糊 BWM,对联合利华公司的企业社会责任、绿色营销、品牌形象和品牌资产等四个关键领域的因素进行评估。这些因素共同有助于提高竞争力。评估过程从模糊 DEMATEL 法开始,该方法有助于揭示各要素之间的因果关系。然后,利用 ISM 方法构建一个层次模型,阐明这些要素如何相互影响和依赖。这一步骤对于深入了解它们对联合利华可持续发展目标的集体影响至关重要。接下来,MICMAC 分析根据这些因素的影响和依赖程度对其进行分类,从而找出推动竞争优势的最关键因素。最后,应用模糊 BWM 技术对这些关键因素进行优先排序,从而得出旨在通过培养与消费者价值观产生共鸣的绿色和可持续品牌形象来增强联合利华长期竞争力的方案。主要结果表明,实现可持续发展目标的优先级最高。最后,确保产品和服务质量也被认为是第三个重点关注领域。确定这些关键因素及其相互关系将为联合利华公司的决策者和利益相关者提供可操作的见解,以便进行精确规划和战略优先排序。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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.

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来源期刊
Sustainable Futures
Sustainable Futures Social Sciences-Sociology and Political Science
CiteScore
9.30
自引率
1.80%
发文量
34
审稿时长
71 days
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.
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