ارائه راهکار فراترکیب به منظور بهبود فرآیند توسعه محصول جدید مبتنی بر مدیریت ریسک محصولات تند گردش

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، دانشکده مدیریت صنعتی و فناوری، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.

2 استاد، دانشکده مدیریت صنعتی و فناوری، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.

3 کارشناس ارشد، گروه مهندسی مکانیک، دانشکدگان فنی، دانشگاه تهران، تهران، ایران.

4 کارشناس ارشد، دانشکده مدیریت صنعتی و فناوری، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران.

چکیده

مقدمه و اهداف: با توسعه‌ نسل چهارم صنعت، ترجیحات مشتریان در حال تغییر مداوم بوده و چرخه عمر محصولات کوتاه‌تر شده است. بنابراین فرآیندهای توسعه محصول جدید در شرکت‌ها به یک ضرورت تبدیل شده است. دسترسی به صنایع پایدار نیازمند فرآیندی است که در آن ریسک‌های نوظهور مهار شوند. به بیان دیگر استفاده از مفاهیم مدیریت ریسک در فرایند توسعه محصول جدید می‌تواند زمینه‌ساز ارتقاء عملکرد سازمان باشد. هدف اصلی پژوهش حاضر، دستیابی به چارچوبی برای مدیریت ریسک در فرآیند توسعه محصول جدید تند گردش است.
 روش: ابتدا تحقیقات مرتبط با توسعه محصول جدید مرور و مفاهیم فرآیند توسعه محصول جدید، ریسک و محصولات تند گردش تعریف گردیده تا بیان مسئله شفاف و نیازمندی به مدیریت ریسک در این حوزه مشخص شود. مطالب این قسمت در قالب دو بخش کلی ادبیات نظری و ادبیات تجربی ارائه شده است. سپس با مرور مطالعات برجسته در این حوزه، از میان 95 مقاله، 18 مورد از مدل‌های مدیریت ریسک به تفضیل بررسی شد.
یافته­‌ها: نتایج نشان داد که طبق تحقیقات، این مقالات برخی از فازهای پنج‌گانه مدل­های مدیریت ریسک و یا گام‌هایی از آن را بررسی کردند، گاها تغییراتی در مدل‌ها ایجاد شده است، اما هیچکدام از مدل‌ها همه فعالیت‌ها و فازها را پوشش ندادند. سپس با کمک روش فراترکیب و با استفاده از الگوی هفت مرحله‌ای ساندلوسکی و باروسو، و با در نظر گرفتن همه کاستی‌ها و نقاط ضعف و قوت مدل‌های مرور شده، مدل مدیریت ریسک نوینی برای بهبود فرآیند توسعه محصول جدید با 6 گام ارائه و نحوه پیاده‌سازی مراحل، گام‌ها و زیرگام‌های مدل معرفی شد. این مدل علاوه بر داشتن نقاط قوت مدل‌های موجود، نواقص کمتری نیز دارد. می‌توان نوآوری این مدل را در ژرف‌نگری و بیان دقیق گام‌های اجرایی فرآیند ریسک و همچنین تمرکز بر بهبود مسیر تعیین راهکار پاسخ به ریسک دانست. تاثیر صنعت محصولات تندگردش بر این مدل، در استقلال مدیریت ریسک و نظارت ریسک است. این تحقیق با استفاده از مدل‌های موجود و مبتنی بر روش فراترکیب استخراج شد و سپس با نظر خبرگان حوزه مدیریت ریسک و متخصصین حوزه محصولات تند مصرف و مطالعه موردی وضعیت فعلی محصول در شرکت گلرنگ بررسی و تکمیل شد. دو معیار عمده برای آزمون صحت و خوب بودن سنجه‌ها، روایی و پایایی است. سنجش روایی در این تحقیق، نخست از طریق ارزیابی دقیق و گسترده پیشینه تحقیق انجام شد. سپس مؤلفه‌ها و شاخص‌های بدست آمده مورد نظرسنجى خبرگان این حوزه قرار گرفت و تأیید نهایى صورت پذیرفت. همچنین جهت جمع‌آوری داده‌های مورد نیاز، از دو سری مصاحبه نیز استفاده شده ‌است. سری نخست مصاحبه‌ها با هدف شناسایی ریسک‌های موجود در فرآیند توسعه محصول جدید انجام شد. سری دوم مصاحبه‌ها نیز با هدف تعیین راهکارهای پاسخ به هر یک از ریسک‌های اولویت‌دار انجام شد.  
نتیجه­‌گیری: حلقه بازخورد به عنوان یکی از مهم‌ترین عوامل در ارتباط با محصولات تند گردش به شمار می‌رود؛ زیرا عدم توجه به بازخورد و اصلاح روند توسعه، می‌تواند منجر به خروج محصول از گردونه رقابت شود. خبرگان بر این باورند که در محصولات تند گردش، مدیریت ریسک، نظارت و ارزیابی ریسک باید به صورت مستقل انجام شوند؛ زیرا به دلیل سرعت فساد محصولات تند گردش، فرصت از دست رفته می‌تواند زیان‌های جبران‌ناپذیری به همراه داشته باشد و سرعت عمل از اهمیت ویژه‌ای در مدیریت ریسک محصولات تند گردش برخوردار است. با توجه به عمر کوتاه این محصولات، هرگونه تأخیر در تصمیم‌گیری خسارات جبران‌ناپذیری به همراه داشته باشد. بنابراین، سرعت در مدیریت ریسک این محصولات بسیار حیاتی است. برای دستیابی به نتایج مورد انتظار، توسعه سیستم‌های جمع‌آوری و تحلیل داده برای ارزیابی ریسک این محصولات ضروری است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

A Novel Meta-Symthesis Model to Improve New Product Development Based on Risk Management of Fast-Moving Consumer Goods

نویسندگان [English]

  • Fatemeh Saghafi 1
  • Ali Mohaghar 2
  • Arefeh Mohammadzadeh 3
  • Yousef Roghani 4
1 Associate Professor, Faculty of Industrial Management &Technology, College of management, University of Tehran, Tehran, Iran.
2 Professor, Faculty of Industrial Management &Technology, College of management, University of Tehran, Tehran, Iran.
3 MSc., Mechanical Engineering Department, College of Engineering, University of Tehran, Tehran, Iran.
4 MSc., Faculty of Industrial Management &Technology, College of management, University of Tehran, Tehran, Iran.
چکیده [English]

Introduction and objectives: With the advancement of Industry 4.0, customer preferences are continuously evolving, and product life cycles are becoming shorter. Consequently, new product development (NPD) processes have become indispensable for companies. Achieving sustainable industries necessitates a process where emerging risks are mitigated. In other words, integrating risk management concepts into the NPD process can significantly improve organizational performance. The primary goal of this research is to develop a framework for risk management within the NPD process specifically tailored for fast-moving consumer goods (FMCG).
Method: Initially, relevant research on NPD was reviewed, defining the concepts of NPD process, risk, and FMCG to clearly articulate the problem statement and the need for risk management in this domain. This section was presented in two main parts: theoretical literature and empirical literature. Subsequently, a detailed review of 18 risk management models was conducted, selected from a pool of 95 articles, to identify prominent studies in this area.
Findings: The results indicated that while these articles examined specific phases or steps of the five-phase risk management models, often introducing variations, none of them comprehensively covered all activities and phases. Employing the meta-synthesis method and utilizing Sandelowski and Barroso's seven-step model, while considering the shortcomings and strengths of the reviewed models, a novel risk management model was proposed for enhancing the NPD process. This model consists of six steps and introduces the implementation details of the stages, steps, and sub-steps. Beyond incorporating the strengths of existing models, this model also addresses their deficiencies. Its innovation lies in its in-depth articulation of the risk process steps and its focused attention on improving the path for determining risk response strategies. The FMCG industry's impact on this model is evident in the independence of risk management and risk monitoring. This research was derived from existing models and grounded in the meta-synthesis method. It was further refined through consultations with risk management experts, FMCG specialists, and a case study of the current product status at Golrang Company. The key criteria for assessing the validity and reliability of the measures were examined. Validity assessment was initially conducted through an extensive review of the literature. Subsequently, the identified components and indicators were evaluated by experts in this field and received final approval. Additionally, two sets of interviews were conducted to gather the necessary data. The first set of interviews aimed to identify existing risks within the NPD process. The second set focused on determining response strategies for each prioritized risk.
Conclusion: The feedback loop is a critical factor for FMCG products, as ignoring feedback and failing to adjust the development process can lead to a product's competitive decline. Experts emphasize the need for independent risk management and risk monitoring in FMCG due to the high perishability of these products. Lost opportunities can result in irreparable losses, highlighting the critical importance of speed in risk management for FMCG. Given the short life cycle of these products, any delay in decision-making can lead to significant losses. Therefore, rapid risk management is essential for these products. To achieve the desired outcomes, developing data collection and analysis systems for assessing risks associated with these products is imperative.

کلیدواژه‌ها [English]

  • Risk Process Steps
  • Risk Monitoring
  • Feedback and Process Adjustment
  • Meta-synthesis Method
  • COSO Framework

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