شناسایی و تبیین موانع استقرار اقتصاد اشتراکی B2B در صنعت خودروسازی ایران

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد، گروه مدیریت صنعتی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، ایران.

2 استاد، گروه مدیریت صنعتی، دانشکده علوم اقتصادی و اداری دانشگاه مازندران، بابلسر، ایران.

3 استادیار، گروه مدیریت صنعتی، دانشکده علوم اقتصادی و اداری دانشگاه مازندران، بابلسر، ایران.

4 پژوهشگر پسادکتری، گروه تولید وارویک، دانشگاه وارویک، انگلستان.

چکیده

هدف: اقتصاد اشتراکی به‌عنوان مفهومی نوآورانه و پیشگام در زمینۀ انقلاب صنعتی نسل ۴.۰، الگوی جدیدی را برای بهره‌گیری مشترک از منابع و خدمات معرفی کرده است. به‌دلیل هزینه‌های سنگین تأمین منابع وعدم قابلیت کسب‌وکارها در تحمل این هزینه‌ها، ضرورت استفاده از عملکردهای انعطاف‌پذیرتر، در جذب منابع ارزان‌تر برجسته شده است. در این راستا، بهره‌گیری از مدل‌های کسب‌وکار نوآورانه، مانند اقتصاد اشتراکی می‌تواند به کسب‌وکارها کمک کند تا با افزایش انعطاف‌پذیری، منابع خود را با سرعت بیشتر و هزینۀ کمتر فراهم کنند. همچنین، با به‌اشتراک‌گذاشتن منابع و دسترسی به تخصص‌ها و تجهیزات پیشرفته، کسب‌وکارها می‌توانند بهره‌وری خود را افزایش دهند و به بهترین نحو از منابع موجود بهره‌مند شوند. با توجه به اهمیت صنعت خودرو در ایران و سهم حدود ۴ درصدی در تولید ناخالص داخلی و سهم ۱۲ درصدی در اشتغال‌زایی، این صنعت در شبکۀ تولید ملی جایگاه ویژه‌ای دارد. در نتیجه، اقتصاد اشتراکی به‌عنوان یک تحول استراتژیک اساسی، می‌تواند به بهینه‌سازی چشمگیر فرایندها و افزایش بهره‌وری در زنجیرۀ تولید این صنعت منجر شود و به‌عنوان یک پتانسیل نوآوری برای ارتقای مدل‌های کسب‌وکار نیز مطرح باشد. هدف از این پژوهش، شناسایی و تبیین موانع استقرار اقتصاد اشتراکی B2B در صنعت خودروسازی ایران است.
روش: در پژوهش حاضر پس از مرور ادبیات و استفاده از نظرهای خبرگان با تکنیک دلفی فازی، موانع مؤثر شناسایی شد. در این پژوهش، ۲۰ نفر از مدیران ارشد صنعت خودرو (شامل ایران‌خودرو، سایپا، مدیران خودرو، دنیای ماموت، کرمان موتور) در واحدهای مورد مطالعه، به‌عنوان خبرگان انتخاب شدند. این افراد دوره‌های آموزشی مرتبط با موضوع این پژوهش را در واحدهای صنعتی گذرانده بودند. با استفاده از تکنیک دیمتل تجدیدنظر شده، روابط بین موانع تعیین شد. در ادامه با استفاده از مدل ساختاری M-TISM روابط تفسیر و سطح‌بندی شدند و موانع استقرار اقتصاد اشتراکی B2B تبیین شد.
یافته‌ها: با نظرسنجی از خبرگان، ۱۳ مانع مؤثر استخراج‌شده از ادبیات، تدوین شد و با استفاده از تکنیک‌های مدل‌های ساختاری، موانع در ۵ سطح قرار گرفتند. موانع 2C و 6C به‌عنوان سطح ریشه معرفی شده‌اند که عبارت‌اند از: سطح پایین اطلاعات در خصوص حوزۀ اقتصاد اشتراکی B2B، خلأهای قانونی، حقوقی و نظارتی در دستورالعمل‌های اشتراک‌گذاری. موانع 1C، 3C، 11 Cو 13C به‌عنوان سطح لایه تعیین شده‌اند و عبارت‌اند از: سطح پایین اعتماد بین کسب‌وکارها، مقاومت در برابر پذیرش تغییرات مدل‌های کسب‌وکار جدید، سطح پایین شفافیت و ردیابی جریان منابع بین طرفین، ریسک‌های مربوط به زمان‌بندی تحویل به‌موقع. سطح پایین سیاست‌های امنیتی حفاظت داده‌ها، مسائل مربوط به مدیریت منابع مالی و درآمد، مسائل قیمت‌گذاری، تفاوت سطح تکنولوژی به‌کاررفته در سازمان، سطح پایین زیرساخت و حمایت نامناسب، حساسیت در انتخاب شرکای مناسب جهت اشتراک‌گذاری، فقدان پلتفرم جامع برای اشتراک‌گذاری B۲Bدر لایه‌های میانی سطح‌بندی شده‌اند.
نتیجه‌گیری: مدیران با برطرف‌کردن موانع سطح 5 که موانع ریشه و تأثیرگذار شناسایی شدند، می‌توانند سایر موانع را نیز مدیریت کنند. همچنین مدیران باید به موانع سطح 1، به‌عنوان موانع بسیار تأثیرپذیر توجه کنند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Identifying and Explaining the Establishment of B2B Sharing Economy in Iran's Automotive Industry

نویسندگان [English]

  • Marva Sadeghi 1
  • Abdolhamid Safaei Ghadikolaei 2
  • Hamidreza Fallah Lajimi 3
  • Mojtaba Ahmadi Nozari 4
1 MSc. Student, Department of Industrial Management, Faculty of Economic and Administrative Sciences, University of Mazandaran, Babolsar, Iran.
2 Prof., Department of Industrial Management, Faculty of Economic and Administrative Sciences, University of Mazandaran, Babolsar, Iran.
3 Assistant Prof., Department of Industrial Management, Faculty of Economic and Administrative Sciences, University of Mazandaran, Babolsar, Iran.
4 Postdoctoral Researcher, Department of Warwick Production, University of Warwick, England.
چکیده [English]

Objective
Objective: This research explores the concept of the sharing economy as an innovative approach in the Fourth Industrial Revolution (Industry 4.0), particularly for the automotive industry in Iran. Given the high costs of resource procurement, the sharing economy offers companies a flexible, cost-effective way to access resources and expertise, improving efficiency and resource utilization. The automotive sector, which plays a significant role in Iran's economy, stands to benefit from this model by optimizing processes and boosting productivity. The aim of the study is to identify and address the barriers to implementing a B2B sharing economy in Iran’s automotive industry.
Methods
This study identifies the key barriers to implementing a B2B sharing economy in Iran’s automotive industry through a review of existing literature and expert opinions gathered using the fuzzy Delphi technique. The research involved 20 senior managers from major automotive companies, including Iran Khodro, Saipa, Modiran Khodro, Mammut World, and Kerman Motor, all of whom had relevant training on the subject. The Revised DEMATEL technique was used to reassess the relationships between the identified barriers, and Multi-level Interpretive Structural Modeling (M-TISM) was then applied to categorize and interpret these barriers in the context of B2B sharing economy implementation.
 
Results
Thirteen key barriers were identified from the literature and refined through expert opinions gathered via a survey. Using structural modeling techniques, these barriers were categorized into five levels. Barriers C2 and C6, which relate to low awareness about the B2B sharing economy and legal and regulatory gaps in sharing guidelines, were classified as root-level barriers. Barriers C1, C3, C11, and C13—such as low trust between companies, resistance to adopting new business models, lack of transparency and tracking in resource flows, and risks related to timely delivery scheduling—were identified as layer-level barriers. At the intermediate level, barriers included issues like low data security policies, financial resource management challenges, pricing concerns, disparities in technology levels across organizations, inadequate infrastructure and support, difficulty in selecting suitable sharing partners, and the absence of a comprehensive B2B sharing platform.
 
Conclusion
By addressing the root and influential barriers at level 5, managers can effectively manage other obstacles. Additionally, attention should be given to the level 1 barriers, as they are the most highly impacted challenges.

کلیدواژه‌ها [English]

  • Automotive industry
  • Implementation barriers
  • M-TISM model
  • Revised dematel
  • Sharing economy

مراجع

خلج، محسن؛ شفیعی رودپشتی، میثم؛ آذر، عادل و شهبازی، میثم (1399). شناسایی ابعاد و مولفه های اقتصاد اشتراکی در سیستم‌های تولیدی (مورد مطالعه: شرکت‌های قطعه‌سازی استان قم). مدیریت تولید و عملیات، 11(2)، 45-67.
کردنائیج، اسداله؛ مشبکی، اصغر و اصغری گودرزی، فاطمه (1401). شناسایی پیشایندهای هم آفرینی ارزش در استارتاپ‌های اقتصاد اشتراکی. چشم‌انداز مدیریت بازرگانی، 21 (49)، 37-70.
مظفری مهر، محمدسعید و تقوی فرد، محمدتقی (1403). طراحی و مدل‏سازی تحول دیجیتال مبتنی بر انقلاب صنعتی نسل چهارم در صنعت خودروسازی. مدیریت صنعتی، 16 (شماره ویژه: مدیریت تکنولوژی)، 148-174.
 
 
References
Acquier, A., Carbone, V. & Massé, D. J. T. I. M. R. (2019). How to create value (s) in the sharing economy: Business models, scalability, and sustainability. Technology innovation management review, 9(2).
Acquier, A., Daudigeos, T. & Pinkse, J. (2017). Promises and paradoxes of the sharing economy: An organizing framework. Technological Forecasting and Social Change, 125, 1-10.
Antikainen, M., Aminoff, A. & Heikkilä, J. (2018). Business model experimentations in advancing B2B sharing economy research. ISPIM Innovation Symposium. (pp. 1-12). The International Society for Professional Innovation Management (ISPIM).
Asian, S., Hafezalkotob, A. & John, J. J. (2019). Sharing economy in organic food supply chains: A pathway to sustainable development International Journal of Production Economics, 218, 322-338.
Bag, S., Gupta, S., Srivastava, G., Sivarajah, U. & Kumar, A. (2022). Impact of Ethics Training and Audits on the Relationship Quality of Business-to-Business Partners in Sharing Economy Industrial Marketing Management, 107, 120-133.
Bajdor, P. & Brzeziński, A. (2018). Retracted: The role of IT solutions in reverse logistics management support. Journal of Fundamental and Applied Sciences, 10(4S), 211-216.
Becker, T. & Stern, H. (2016). Impact of resource sharing in manufacturing on logistical key figures. Procedia Cirp, 41, 579-584.
Belezas, F. & Daniel, A. (2021). Innovation in pandemics: a netnographic approach to the sharing economy contributions. Journal of Science and Technology Policy Management, 15(3), 468-488.
Benjaafar, S. & Hu, M. (2020). Operations management in the age of the sharing economy: What is old and what is new? Manufacturing & Service Operations Management, 22(1), 93-101.
Berlancic, T. & Miskulin, I. (2019). Future of sharing economy in medicine in Croatia. Interdisciplinary Management Research XV (IMR) Conference Conference Location Opatija, CROATIA.
Bolesnikov, M., Popović Stijačić, M., Radišić, M., Takači, A., Borocki, J., Bolesnikov, D., ... & Dzieńdziora, J. (2019). Development of a business model by introducing sustainable and tailor-made value proposition for SME clients. Sustainability, 11(4), 1157.
Botta, M. (2023). Shall we share? The principle of FRAND in B2B data sharing. RSC Working Paper, 30.
Boysen, N., Briskorn, D. & Schwerdfeger, S. (2019). Matching supply and demand in a sharing economy: Classification, computational complexity, and application. European Journal of Operational Research, 278(2), 578-595.
Carvalho, A. A. D. & Souza, P. P. S. D. (2020). Assets and maintenance shared services business plan. Final Project (International Certification in Management of Rail and Metro Rail Systems) - Deutsche Bahn; Instituto de Transporte e Logística, Brasília.
Chen, Y.-J., Dai, T., Korpeoglu, C. G., Körpeoğlu, E., Sahin, O., Tang, C. S. & Xiao, S. (2020). Om forum—innovative online platforms: Research Opportunities. Manufacturing & Service Operations Management, 22(3), 430-445.
Chen, Z. (2021). Sharing employee: B2B employment model in the era of coronavirus disease 2019 and implication for human resource management. Frontiers in Psychology, 12, 714704 .
Chien, F. (2022). The mediating role of energy efficiency on the relationship between sharing economy benefits and sustainable development goals (Case of China). Journal of Innovation & Knowledge, 7(4), 100270.
Chuah, S. H.-W., Tseng, M.-L., Wu, K.-J. & Cheng, C.-F. (2021). Factors influencing the adoption of sharing economy in B2B context in China: Findings from PLS-SEM and fsQCA. Resources, Conservation and Recycling, 175, 105892.
Dabbous, A. & Tarhini, A. (2021). Does sharing economy promote sustainable economic development and energy efficiency? Evidence from OECD countries. Journal of Innovation & Knowledge, 6(1), 58-68.
Daunorienė, A., Drakšaitė, A., Snieška, V. & Valodkienė, G. (2015). Evaluating sustainability of sharing economy business models. Procedia Social and Behavioral Sciences, 213, 836-841.
Ferrell, O., Ferrell, L. & Huggins, K. (2017). Seismic shifts in the sharing economy: Shaking up marketing channels and supply chains. Journal of Marketing Channels, 24(1-2), 3-12.
Govindan, K., Shankar, K. M. & Kannan, D. (2020). Achieving sustainable development goals through identifying and analyzing barriers to industrial sharing economy: A framework development. international Journal of Production Economics, 227, 107575.
Grieco, C. & Iasevoli, G. (2022). Paths and patterns of value capture innovation in sharing economy. Journal of Revenue and Pricing Management, 21(3), 255-261.
Grifoni, P., D'Andrea, A., Ferri, F., Guzzo, T., Angeli Felicioni, M., Praticò, C. & Vignoli, A. (2018). Sharing economy: Business models and regulatory landscape in the Mediterranean areas. International Business Research, 11(5), 18.
Grondys, K. (2019). Implementation of the Sharing Economy in the B2B Sector. Sustainability, 11(14), 3976.
Hasan, R. & Birgach, M. (2016). Critical success factors behind the sustainability of the Sharing Economy. 2016 IEEE 14th International Conference on Software Engineering Research, Management and Applications (SERA).
Henni, S., Staudt, P. & Weinhardt, C. (2021). A sharing economy for residential communities with PV-coupled battery storage: Benefits, pricing and participant matching. Applied Energy, 301, 117351.
Huang, S.-Z. (2023). Removing barriers to a sharing economy helps attain Sustainable development goals in ASEAN countries. Journal of Innovation Knowledge, 8(1), 100300.
Jabbour, C. J. C., Fiorini, P. D. C., Wong, C. W., Jugend, D., Jabbour, A. B. L. D. S., Seles, B.M. R. P., . . . da Silva, H. M. R. (2020). First-mover firms in the transition towards the sharing economy in metallic natural resource-intensive industries: Implications for the circular economy and emerging industry 4.0 technologies. Resources policy, 66, 101596.
Janita, I. & Chong, W. K. (2013). Barriers of b2b e-business adoption in Indonesian SMEs: ALiterature Analysis. Procedia Computer Science, 17, 571-578.
Jiang, P. & Li, P. (2020). Shared factory: A new production node for social manufacturing in the context of sharing economy. Proceedings of the Institution of Mechanical Engineers, Part B: Journal of Engineering Manufacture, 234(1-2), 285-294.
Júnior, E. L. L., Gandia, R. M., Sugano, J. Y., Souza, T. A. D. & Rodriguez, D. Z. (2019). New business models and the sharing economy: impacts and challenges for the traditional automotive industry. International Journal of Automotive Technology Management, 19(3-4), 301-320.
Khalaj, M., Shafiee Roodposhti, M., Azar, A. & Shahbazi, M. (2020). Identifying the Dimensions and Components of the Sharing Economy in the Manufacturing Systems – The Case of Parts Manufacturing Companies in the Province of Qom. Research in Production and Operations Management, 11(2), 45-67. doi: 10.22108/jpom.2020.122932.1272 (in Persian)
Khalek, S. A. & Chakraborty, A. (2023). Access or collaboration? A typology of sharing economy. Technological forecasting social change, 186, 122121.
Khouja, A., Lehoux, N., Cimon, Y. & Cloutier, C. (2021). Collaborative Interorganizational relationships in a project-based industry. Buildings, 11(11), 502.
Kordnaeij, A., Moshabaki Esfahani, A. & Asghari Goudarzi, F. (2022). Identifying the Antecedents of Value Co-creation in Startups in a Sharing Economy: A Mixed Approach. Journal of Entrepreneurship Development, 15(3), 563-582. doi: 10.22059/jed.2022.338680.653893 (in Persian)
Lestantri, I.D., Janom, N. B., Ruzaini, S. & Aris, S. (2023). Exploring The Factors Affecting Of Digital Sharing Economy: A Comprehensive Review. Seybold report journal (TSRJ), 18. DOI 10.17605/OSF.IO/64A8V
Liang, Y., Wang, H. & Zhao, X. (2022). Analysis of factors affecting economic operation of electric vehicle charging station based on DEMATEL-ISM. Computers & Industrial Engineering, 163, 107818.
Liu, Z., Xiao, Y. & Feng, J. (2021). Manufacturer’s sharing servitization transformation and product pricing strategy. Sustainability, 13(3), 1503.
Lutz, C. & Newlands, G. (2018). Consumer segmentation within the sharing economy: The case of Airbnb. Journal of Business Research, 88, 187-196.
Ma, H.-L., Wong, C. W.-H., Leung, L. C. & Chung, S.-H. (2020). Facility sharing in business-to-business model: A real case study for container terminal operators in Hong Kong port. International Journal of Production Economics, 221, 107483.
Maalouf, J. T., Abi Aad, A. & El Masri, K. (2021). Competitiveness of sharing economy companies in emerging markets. Competitiveness Review: An International Business Journal, 31(2), 297-309.
Manzoor, A., Janardhanan, M., Marinelli, M. & Nielsen, I. (2022). Prioritization of sharing economy barriers in British auto parts manufacturing SMEs. IFAC-PapersOnLine, 55(2), 229-234.
Melander, L. & Arvidsson, A. (2021). Introducing sharing-focused business models in the B2B context: Comparing interaction and environmental sustainability for selling, renting and sharing on industrial markets. Journal of Business Industrial Marketing, 36(10), 1864-1875.
Mongeon, P. & Paul-Hus, A. (2016). The journal coverage of Web of Science and Scopus: a comparative analysis. Scientometrics, 106, 213-228.
Mont, O., Palgan, Y. V., Bradley, K. & Zvolska, L. (2020). A decade of the sharing economy: Concepts, users, business and governance perspectives. Journal of cleaner production, 269,122215.
Mozafari Mehr, M. S. and Taghavifard, M. T. (2024). Designing and Modeling Digital Transformation in the Automotive Industry: Leveraging the Fourth Industrial Revolution. Industrial Management Journal, 16(1), 148-174. doi: 10.22059/imj.2024.373674.1008135 (in Persian)
Müller, M., Schüler, F., Stonis, M. & Nyhuis, P. (2022). Development of a Method for Decision Support on Participation in Capacity Sharing for Manufacturing SMEs. Proceedings of the Conference on Production Systems and Logistics: CPSL 2022.
Nienaber, A.-M. I., Woodcock, A. & Liotopoulos, F. K. (2021). Sharing data–not with us! distrust as decisive obstacle for public authorities to benefit from sharing economy. Frontiers in Psychology, 11, 576070.
Palátová, P., Rinn, R., Machoň, M., Paluš, H., Purwestri, R. C. & Jarský, V. (2023). Sharing economy in the forestry sector: Opportunities and barriers. Forest Policy and Economics, 154, 103000.
Pérez-Pérez, C., Benito-Osorio, D. & García Moreno, S. M. (2021). Mergers and acquisitions within the sharing economy: Placing all the players on the board. Sustainability, 13(2), 743.
Quist, M. O. & Solaas, S. I. (2022). Comparing B2B Sharing Economy Models in Norway and South Africa: Role and interactions with the regional entrepreneurial ecosystem (Master's thesis, Høgskulen på Vestlandet).
Rajan, R., Rana, N. P., Parameswar, N., Dhir, S., Sushil & Dwivedi, Y. K. (2021). Developing a modified total interpretive structural model (M-TISM) for organizational strategic cybersecurity management. Technological Forecasting and Social Change, 170, 120872.
Ranjbari, M., Shams Esfandabadi, Z. & Scagnelli, S. D. (2019). Sharing economy risks: Opportunities or Threats for insurance companies? A Case study on the iranian insurance industry. he Future of Risk Management, Volume II: Perspectives on Financial and Corporate Strategies, 343-360.
Rejeb, A., Rejeb, K., Keogh, J. G. & Zailani, S. (2022). Barriers to blockchain adoption in the circular economy: a fuzzy Delphi and best-worst approach. Sustainability, 14(6), 3611.
Rezaeinejad, I. (2021). Automotive industry and its place in the economy: case study Iran auto industry. Asian Journal of Economics, Finance and Management, 530-539.‏
Ritter, M. & Schanz, H. (2019). The sharing economy: A comprehensive business model framework. Journal of cleaner production, 213, 320-331.
Sandjarovna, A. N. (2020). The Role And Development Features Of The Auto Industry In Economy Of Uzbekistan. The American Journal of Interdisciplinary Innovations and Research, 2(07), 90-94.
Sharma, K., Jain, M. & Dhir, S. (2022). Analysing the impact of artificial intelligence on the competitiveness of tourism firms: a modified total interpretive structural modeling (m-TISM) approach. International Journal of Emerging Markets, 17(4), 1067-1084.
Shin, N. (2020). Creating shared value from collaborative logistics systems: The cases of ES3 and Flexe. Asia Pacific Journal of Information Systems, 30(1), 213-227.
Simonovits, B. & Balázs, B. (2022). From uberisation to commoning: Experiences, challenges, and potential pathways of the sharing economy in food supply chains in Europe. In The Sharing Economy in Europe: Developments, Practices, and Contradictions (pp. 137-161).
Stölzle, W. & Wildhaber, V. B. (2019). Premises for Truck Sharing in General Cargo Cooperatives–an Exploratory Case Study Research. Advances in Production, Logistics and Traffic: Proceedings of the 4th Interdisciplinary Conference on Production Logistics and Traffic 2019.
Sutherland, W. & Jarrahi, M. H. (2018). The sharing economy and digital platforms: A review and research agenda. International Journal of Information Management, 43, 328-341.
Suyanto, B., Sugihartati, R., Egalita, N., Mas’udah, S., Singgih, D. & Fisip, S. (2023). Digital literacy and survival mechanism of micro-small enterprises in practicing sharing economy. Cogent Social Sciences, 9(2), 2245691.
Tetřevová, L. & Kolmašová, P. (2021). B2B sharing as part of the sharing economy model. Hradec economic days, 11.
Tham, W., Lim, W. M. & Vieceli, J. (2022). Foundations of consumption and production in the sharing economy. Electronic Commerce Research, 23, 1-24.
Thornton, H. C., Campbell, A. J. & Owusu, R. A. (2019). External barriers facing internationalising sharing economy companies: a study of European and American sharecoms. Journal for Global Business Advancement, 12(1), 70-94.
Verma, A. & Venkatesan, M. (2021). Industry 4.0 workforce implications and strategies for organisational effectiveness in Indian automotive industry: a review. Technology Analysis & Strategic Management, 1-9.
Wen, X. & Siqin, T. (2020). How do product quality uncertainties affect the sharing economy platforms with risk considerations? A mean-variance analysis. International journal of production economics, 224, 107544.
Xiao, Q., Wan, S., Lu, F. & Li, S. (2019). Risk assessment for engagement in sharing economy of manufacturing enterprises: A matter–element extension based approach. Sustainability, 11(17), 4774.
Yong, X., Wu, Y., Zhou, J., Tao, Y. & Chen, W. (2023). Prospects and barriers analysis framework for the development of energy storage sharing. Sustainable Cities and Society, 89, 104368.
مدیریت صنعتی
دوره 17، شماره 1
1404
صفحه 34-69

فایل ها

هم رسانی

ارجاع به این مقاله

آمار