چكيده به لاتين
Abstract:
One of the biggest challenges facing today's competitive and dynamic world is the lack of coordination between the independent entities of the organization and the resulting supply and demand. In this regard, the development of strategy helps to formulate the organization's plans by assessing the status quo and identifying environmental factors, internal resources and capabilities of the organization. This thesis addresses the development of integrated strategies for both the marketing and supply chain. One of the key factors that must be taken into account in establishing and developing strategies, is time. Products at different stages of the life cycle have different characteristics that require selection of marketing strategies and supply chains appropriate to that stage. In this thesis, due to the use of qualitative and quantitative tools, the development of integrated marketing strategies and supply chain in different stages of the product life cycle have been considered in order to improve the performance of the organization. The issue of integration is considered complex due to the existence of many factors, and it has turbulence and uncertainty. Therefore, in this research, using Soda approach and fuzzy cognitive mapping technique, we have identified and presented the solution. Soda will help improve decision-making and confrontation with turbulent issues, taking into account collective agreement and providing a practical framework for problem solving. An applied modeling technique in this approach is cognitive mapping based on the wisdom of experts, used in the development of strategies. In order to achieve the purpose of this thesis, a three-stage research methodology framework including breaking, joining and comparing is proposed based on the scientific method. In the first stage, based on the methodology, resource studies and exploratory interviews were conducted with selected experts and identified factors. In the next step, using theoretical model and identifying the causal relationships between the factors, the cognitive map and the fuzzy cognitive mapping model are mapped. In the final stage, various scenarios of integration in different stages of the product life cycle, the definition and status of an organization as a case study, are examined and using the results of the analyzes, the proposals are presented for improvement. During the research phase, the Delphi method has been exploited to increase the validity of the model.
Keywords: Supply Chain Strategy, Marketing Strategy, Integration, Organizational Performance, Fuzzy Cognitive Mapping, Product Life Cycle
