ارائه یک رویکرد نوین برای ارزیابی استراتژی‌های سازمان

نوع مقاله : علمی

نویسندگان

1 گروه مدیریت صنعتی، دانشکده مدیریت، اقتصاد و علوم اداری، دانشگاه سمنان، سمنان، ایران،

2 دانشیار گروه مدیریت دانشگاه سمنان

3 عضو هیات علمی گروه مدیریت بازرگانی دانشگاه سمنان

چکیده

مسئله حائز اهمیت برای سازمان‌ها در دنیای امروز، تغییر محیط پایدار و قابل پیش بینی به سوی محیط پیچیده و پویا است. لذا آن‌چه که در چنین محیط پیچیده و پویا به عنوان دغدغه‌ای مهم برای مدیران رده بالای سازمان‌ها تبدیل شده است، انتخاب استراتژی‌های مناسب و بکارگیری آن در سازمان به منظور تحقق اهداف کلان می‌باشد. به دلیل محدودیت منابع، اولویت‌بندی استراتژی‌ها برای شناسایی موثرترین آن‌ها را در تحقق اهداف کلان برای سازمان بسیار مورد اهمیت است. یکی از روش‌های تصمیم‌گیری که برای تحلیل تصمیم در چنین محیط‌‌های پیچیده به وفور به کار گرفته شده فرآیند تحلیل شبکه-ای است. با وجود اینکه فرآیند تحلیل شبکه‌ای به عنوان روشی دقیق‌تر نسبت به فرآیند تحلیل سلسـله ‌مراتبـی برای مدل‌سازی محیط‌های تصمیم پیچیده معرفی شده است اما مشـکلاتی نظیر حجم زیاد مقایسات زوجی و مبهم بودن برخی از این مقایسات از کارایی این روش کاسته است. در این مقاله با بکارگیری رویکرد جدید BWANP نشان داده می‌شود که این رویکرد مشکلات روش ANP را تا حد امکان کاهش داده و ضمن نیاز به داده‌های مقایسه‌ای کمتر، مقایسات استوارتری را منجر می‌شود. به عبارتی جواب‌های قابل اطمینان‌تری بدست می‌آید و موجب ارتقای کارایی تصمیم‌گیری می‌شود. این پژوهش با هدف بکارگیری روش مزبور برای اولویت‌بندی استراتژی‌های شرکت توزیع نیروی برق استان فارس انجام شده است.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Provide a new approach to evaluating organizational strategies

نویسندگان [English]

  • hamzeh Aghababayi 1
  • Azim Zarei 2
  • Davoud Feiz 3
2 Associate Prof. in Business Management, Faculty of Economic, Management, and Administrative Sciences, Semnan University, Semnan, Iran
3 Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, IR, Iran
چکیده [English]

Aim and Introduction: Today, the dramatic changes that surround organizations, the complexities of organizational decisions, globalization, the speed of information and communication technology, all indicate the need for strategic planning to address such issues more than ever before. In today's world, the environment is fraught with turmoil and uncertainty, and competition has intensified. Organizational systems in order to be successful in the field of competition must use a kind of planning that is forward-looking and environmental-oriented so that while identifying environmental factors and developments, in a long-term horizon to determine their impact on the organization and how the organization interacts with them. . Therefore, due to the need to identify and prioritize strategies, this study has considered the ranking of strategic elements in the Fars Province Power Distribution Company with a new approach. It should be noted that due to the uncertainty of the problem space and the ambiguity and doubt that the decision-maker sometimes faces, this research has been done in a fuzzy environment.
Methodology: This research is an applied research and cross-sectional type. The research strategy is quantitative and the method of data collection is field and documentary studies. The data collection tool is the documentation and strategic plan developed in Fars Power Distribution Company. A questionnaire is also used to collect the opinions of company experts. The data analysis method is the Fuzzy BWANP method, which has been used to determine both the relative importance of strategic issues and the ranking of strategies.
Findings: This research has two questions:

What are the strategic elements in Fars Province Electricity Distribution Company according to the perspective of this company?
What are the sub-indicators of each of these factors and what is the rank and position of each of these sub-indicators?

The strategic issues and strategies of the company have been developed in order to achieve strategic issues
Discussion and Conclusion: In this study, with the aim of evaluating organizational strategies, the Fuzzy BWANP method, which is a combination of BWANP approach and fuzzy logic, has been used. The BWANP approach minimizes the problems of the ANP method and, while requiring less comparative data, leads to more robust comparisons, which means that it provides more reliable answers.
The results of calculations show that according to experts, cost reduction and reliable and stable electricity supply are the most important strategic issues of the company. Also, the most important strategies for realizing strategic issues include the development of information capital, project management and financing, and liquidity management. Common elements for creating a successful appraisal include: a tailored strategy based on needs assessment, organizational commitment to appraisals, building an appropriate appraisal capacity for the organization in particular, experiential learning, training with a practical element, and ongoing technical support in the workplace.
In terms of innovation, the results of this research differ from other researches in that the research was done in a company that operates exclusively. In other studies, there are manufacturing companies that have important marketing strategies due to their activities in the competitive market. But in this study, since the company's activity in the market is monopolistic, the focus is on strategic issues such as cost reduction and reliable and sustainable electricity supply. Therefore, there are important strategies that help the company to achieve these goals.
However, this study had some limitations that could be covered in future research. Due to the novelty and efficiency of the method used in this study, it is recommended that this approach be used in similar companies and different industries to provide more empirical evidence for the application of this method. Also, other decision-making techniques should be used to prioritize strategies, or the same approach should be used in definite and non-fuzzy conditions, and the results should be compared with this research.

کلیدواژه‌ها [English]

  • strategy
  • Decision Making
  • Fuzzy logic
  • BWANP
  1. Afzali, H. & N. (2019). World Classification of Production Strategy Rating Assessment (Case Study: Mobarakeh Steel Company of Isfahan), 3rd National Conference on New Management and Accounting Studies in Iran, Karaj, Comprehensive University of Applied Sciences - Municipal Cooperation Organization and Center for Creativity Development and Innovation of New Sciences, https://www.civilica.com/Paper-MODIRACONF03-MODIRACONF03_041.html.
  2. Aghaei, M. & Fazli, Z. (2012). Using the DEMATEL and ANP Combined Approach to Select the Right Strategy for Maintenance and Repair (Case Study: The Automotive Industry). Industrial Management Perspectives, 6, 89-108.
  3. Aghazadeh, H. (2016). Differences in strategic planning in organizations. Collection of seminar papers on the role and position of small industrial units in the socio-economic development of the country.
  4. Amini, M. & Khabazbavil, S. (2009). Strategy formulation using the comprehensive strategy formulation strategy (Case study: Sahand Khodro Tabriz Company). Business Management, 2, 17-32.
  5. Amini, M. & A. (2019). Develop a strategy using the comprehensive framework of compiling the study strategy: Shokooh Mes Copper Industries Company of Qom, First National Conference on Management, Ethics and Business, Shiraz, Apadana Higher Education Institute, https://www.civilica.com/Paper-MEBCONF01-MEBCONF01_021. html.
  6. Amini, M., Molayi, N., & Torabi, H. (2010). Designing and formulating the strategy of North Drilling Company. Management and Human Resources in the Oil Industry, 12, 113-128.
  7. Amiri, M., Hashemi-Tabatabaei, M., Ghahremanloo, M., Keshavarz-Ghorabaee, M., Zavadskas, E. K., & Banaitis, A. (2020). A new fuzzy BWM approach for evaluating and selecting a sustainable supplier in supply chain management. International Journal of Sustainable Development & World Ecology, 1-18.
  8. Azar, A. Jalali,. Khosravani, F., & Karami, H. (2010a) A combined approach to choosing a business strategy. Business Management Exploration, 4, 124-143.
  9. Azar, A., Jokar, S., & Zanguinejad, A. (2010b). Develop a research and development strategy using the development of quality technology performance: market traction approach. Industrial Management, 2(4), 3-18.
  10. Azmoudeh, M. & Davoodi, S. A. (2019). Achieving the organization's goals through a strategy map based on a balanced scorecard and FCM technique (case study: Tima tile industry), National Conference on Applied Research in Industrial Management and Engineering, Tehran, Rahnama Non-Profit Higher Education Institute, https: // www. civilica.com/Paper-MIECONF01-MIECONF01_062.html
  11. Barari Nia, E. (2009). Analysis and formulation of strategy resulting from SWOT matrix using fuzzy theory and network analysis process, 2nd International Conference on Industrial Management and Engineering in the New Age, Tehran - Industrial Management Organization Conference Center, Arvin Alborz Conference Company, https: // www. civilica.com/Paper-IEMCONF02-IEMCONF02_009.html.
  12. Barry, M. L., Steyn, H., & Brent, A. (2009). The use of the focus group technique in management research: the example of renewable energy technology selection in Africa. Journal of Contemporary Management, 229-240.
  13. Dori, B. & Hamzaei, E. (2010). Determining the strategy of risk response in risk management by technique (ANP Case study: Azadegan North oil field development project). Industrial Management, 4, 77-94.
  14. Guo, S. & Haoran, Z. (2017). Fuzzy best-worst multi-criteria decision-making method and its applications. Knowledge-Based Systems, 121, 23-31.
  15. Kaydan, B. (2015). Translation of Strategy into Practice in Fars Province Power Distribution Company with a Combined Approach to Fuzzy Quality Performance, Dimtel and Network Analysis Process. Master Thesis. Shiraz University.
  16. Kazazi, A. & Amiri, M. (2011). Evaluation and prioritization of strategies using electrode 3 technique in fuzzy environment (Case study: Tamad Company). Industrial Management Studies, 20, 80-49.
  17. Lashkar Blokhi, M. (2014). Strategy Implementation: Step-by-Step Strategy Implementation Guide. Third Edition, Ariana Ghalam Publications, Tehran.
  18. Mehrmanesh, H., Saeedi, N., Lesani, P., & Bairami, E. (2012). Development of strategy and prioritization of strategies of Behnoosh Iran Company by comparing fuzzy approaches and .QSPM, New Marketing Research, 6, 135-154.
  19. Mohaghar, A., Shamizanjani, M., & Nouri, M. (2013). Identification and ranking of key factors of knowledge management success using fuzzy quality performance expansion approach: A case study. Information Processing and Management, 28(4), 1037-1068.
  20. Noorbakhsh, S. K., Mehrmanesh, H., & Mirzaei Chabaki, M. (2011). Designing a fuzzy fusion model in strategy formulation and prioritization. Strategic Management Research, 49, 7-30.
  21. Noorbakhsh, S. K., Mehrmanesh, H., & Mirzaei Chabaki, M. (2011). Designing a fuzzy fusion model in strategy formulation and prioritization. Strategic Management Research, 49, 30-7.
  22. Poursadegh, N. & Generosity,‌ S. Y. (2013). Investigating the Alignment of Organizational Strategies with Marketing Strategies in the Top Food Industry Companies in the Country, Management Future Research, 24 (1), (Consecutive 98), Spring 2013, Page 1-13.
  23. Radmanshi, R. (2009). The Impact of Quality Improvement Strategies on Brand Performance of Electronic Companies Products in a Competitive Market (A Case Study of Apple and Samsung), International Conference on Industrial Management and Engineering Strategies and Challenges, Tehran, Arvin Alborz Conference Company, https: //www.civilica .com / Paper-IEMCON01 IEMCON01_015.html
  24. Wu, W. W. (2008). Choosing knowledge management strategies by using a combined ANP and DEMATEL approach. Expert Systems with Applications,35(3), 828-835.