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]

Identification and Explanation of Barriers to 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 Ahmadinozari 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

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مدیریت صنعتی
دوره 17، شماره 1
1404
صفحه 34-69

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