هماهنگی تصمیمات کیفیت زیست محیطی و کیفیت عملکردی محصولات در زنجیره تامین سبز دو سطحی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، پردیس دانشکده های فنی، دانشگاه تهران.

2 کارشناسی ارشد، پردیس البرز، دانشگاه تهران.

3 استادیار، پردیس دانشکده های فنی، دانشگاه تهران.

چکیده

مدیریت زنجیره تامین سبز یک مدل مدیریتی مدرن بر پایه توسعه هماهنگ منافع اقتصادی و زیست محیطی است و نیازمند در نظر گرفتن فاکتور های گوناگونی از قبیل سطح اقدامات سبز، اثربخشی مالی و عملکرد زیست محیطی زنجیره است. از طرفی عوامل مختلفی بر تقاضای زنجیره تامین موثر می باشند از جمله قیمت محصول، سطح کیفیت عملکردی محصول، سطح کیفیت زیست محیطی محصول و همچنین تلاش های بازاریابی/تبلیغاتی که همگی در مدل ارایه شده در این مقاله موردتوجه قرار گرفته اند. در این تحقیق، هماهنگی در زنجیره تامین سبز و تاثیر تصمیم‌گیری مشارکتی بر تصمیمات کلیدی زنجیره تامین در حالتی که تقاضا متاثر از چهار فاکتور (1) قیمت، (2) تبلیغات/بازاریابی (3)کیفیت عملکردی و (4) کیفیت زیست محیطی محصول است، تحت شرایطی که مصرف کنندگان سطوحی از آگاهی زیست محیطی را دارا هستند، بررسی می‌شود. در این زنجیره تامین خرده فروش در مورد قیمت و تبلیغات تصمیم گیری می کند و تولیدکننده در مورد کیفیت عملکردی و کیفیت زیست محیطی محصول تصمیم گیری می کند؛ بنابراین مدل ارایه شده دارای چهار متغیر تصمیم در دو سطح زنجیره تامین است. مدل ارائه شده تحت سه سناریوی تصمیم گیری غیرمتمرکز، ‌متمرکز و مشارکتی بررسی می‌شود و مقدار بهینه متغیر‌های تصمیم محاسبه می‌شوند و نشان داده می‌شود که تصمیم گیری مشارکتی چگونه انگیزه لازم جهت مشارکت اعضا در این شیوه تصمیم گیری را ایجاد می‌نماید.

کلیدواژه‌ها

عنوان مقاله [English]

Coordinating Green/Functional Quality Decisions in a Two-Stage Green Supply Chain

نویسندگان [English]

  • Jafar Heydari 1
  • Amir Memarian 2
  • Ali Bozorgi Amiri 3
1 Associate Professor, University of Tehran.
2 M.Sc., Alborz Campus, University of Tehran.
3 Assistant Professor, School of Industrial Engineering, College of Engineering, University of Tehran.
چکیده [English]

The current research intends to optimize green/functional quality decisions along with pricing and marketing decisions in a two-echelon supply chain. In this paper, coordination of a supply chain is analyzed under consumer environmental awareness (CEA) where demand is a function of: (1) price, (2) marketing/advertisements, (3) functional quality, (4) green quality. In the investigated supply chain, the retailer decides on price and advertisement decisions while the manufacturer decides on functional/green quality decisions. At first, the supply chain is modeled under decentralized decision making and at the second stage, decision variables are optimized under the centralized structure. Finally, a mathematical programming model is developed to coordinate decision variables and at the same time ensures participation of both supply chain members. Results show that the proposed mathematical model results in higher profit for the supply chain compared to the decentralized model and also achieves a Pareto improvement for supply chain members. In addition, compared to the decentralized model, under the proposed model, the green quality of products is decided in higher levels.

کلیدواژه‌ها [English]

  • Green Supply Chain
  • Coordination
  • Consumer Environmental Awareness (CEA)
  • Pricing
  • Collaborative Decision Making

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