استخراج پارادوکس‌ها و تبیین روابط حاکم بر آن‌ها در زنجیره تامین صنعت بسته‌بندی شکلات و بیسکویت

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری گروه مدیریت ، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران

2 دانشیار مدیریت، واحد دهاقان ،دانشگاه ازاد اسلامی ،دهاقان ،ایران

3 استادیارگروه مدیریت، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران

4 دانشیار گروه مدیریت، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران

چکیده

بسته‌بندی مواد غذایی تنها یک پوشش نیست. بسته‌بندی وظایف مهمی را بر عهده دارد. ازجمله این وظایف می‌توان به حفاظت از محصول، زیبایی، بهبود کیفیت ادراک‌شده توسط مشتری، افزایش احتمال خرید آنی، برند سازی، تعامل با مشتری و برخی دیگر از وظایف را نام برد. یکی از پارامترهای بسته‌بندی که باید توجه بیشتری به آن شود؛ پارادوکس‌های بسته‌بندی است. هدف این مقاله، به دست آوردن پارادوکس‌های بسته‌بندی، تبیین روابط و تأثیر و تأثرات بین پارادوکس‌ها و ارائه چهارچوب مفهومی پارادوکس‌ها در زنجیره تأمین صنعت بسته‌بندی شکلات و بیسکویت است. این یک تحقیق آمیخته است. در این تحقیق از روش‌های کیفی شامل مطالعه کتابخانه‌ای و تحلیل مضمون و روش کمی دیمتل فازی استفاده‌شده است. جامعه هدف، مقالات موجود بین سال‌های ۲۰۱۰ تا ۲۰۲۳ بوده است. در این تحقیق تعداد 74 مضمون پایه پارادوکس و 12 مضمون اصلی پارادوکس، شناسایی شد. 12 مضمون اصلی پارادوکس‌های بسته‌بندی عبارت است از: ارزش‌های ملی-فرهنگی، رشد اقتصادی و سودآوری، حفظ محیط‌زیست، اطلاعات محیطی، بازار و عوامل بیرونی، تجهیزات فناورانه شرکت، توانمندسازی منابع انسانی، عوامل قانونی و نظارتی، مدیریت تجربه مشتری، مواد بسته‌بندی، فرایند تولید محصولات، عوامل لجستیکی، طراحی بسته‌بندی. این مقاله، روابط علت و معلولی بین پارادوکس‌ها را مشخص می‌کند. بیان پارادوکس‌ها یک رویکرد جدید برای درک پیچیدگی تصمیمات بسته‌بندی در زنجیره تأمین مواد غذایی ارائه می‌دهد. یافته‌های این تحقیق پارادوکس‌های بسته‌بندی را به شرکت‌ها معرفی می‌کند. شناسایی پارادوکس‌های بسته‌بندی باعث می‌شود تا مدیران تصمیمات بهتری در حوزه بسته‌بندی اتخاذ نمایند. درنتیجه می‌توان به ظرفیت استراتژیک بسته‌بندی دست‌یافت؛ و فروش محصول و عملکرد شرکت را افزایش داد.
 

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Extracting paradoxes and explaining the relationships governing them in the supply chain of the chocolate and biscuit packaging industry

نویسندگان [English]

  • Sayedsadrodin alem 1
  • sayyed mohammadreza davoodi 2
  • Sayed akbar Nilipour Tabatabaei 3
  • naser khani 4
1 PhD student, Department of Management, Najafabad Branch, Islamic Azad University, Najafabad, Iran
2 Associate Professor of Management, Dehaqan Branch, Islamic Azad University, Dehaqan, Iran
3 Assistant Professor, Department of Management, Najafabad Branch, Islamic Azad University, Najafabad, Iran
4 Associate Professor, Department of Management, Najafabad Branch, Islamic Azad University, Najafabad, Iran
چکیده [English]

Food packaging is more than just a cover; it serves important functions. These functions include product protection, aesthetic appeal, enhancing customer-perceived quality, increasing the likelihood of impulse purchases, branding, customer engagement, and several other roles. One packaging parameter that requires more attention is the concept of packaging paradoxes. The aim of this article is to identify packaging paradoxes, explain the relationships and effects among them, and provide a conceptual framework for understanding these paradoxes in the biscuit and chocolate packaging industry supply chain.This study employs a mixed-methods approach. The research uses qualitative methods, including a literature review and content analysis, as well as the quantitative fuzzy DEMATEL method. The target population consists of articles published between 2010 and 2023. In this study, 74 basic paradox themes and 12 main paradox themes were identified. These 12 main themes of packaging paradoxes are: national-cultural values, economic growth and profitability, environmental protection, environmental information, market and external factors, company technological infrastructure, human resource empowerment, legal and regulatory factors, customer experience management, packaging materials, product production processes, logistical factors, and packaging design.This article identifies the cause-and-effect relationships between the paradoxes. The analysis of these paradoxes offers a new approach to understanding the complexity of packaging decisions in the food supply chain. The findings of this research introduce packaging paradoxes to companies, allowing managers to make more informed decisions regarding packaging. As a result, companies can unlock the strategic potential of packaging, ultimately boosting product sales and enhancing company performance.

کلیدواژه‌ها [English]

  • Supply chain
  • paradoxes relationship
  • packaging
  • biscuit and chocolate industry

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مراجع

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علوم و فنون بسته‌بندی
دوره 15، شماره 60 - شماره پیاپی 60
شماره پیا پی 60 زمستان 1403
اسفند 1403
صفحه 43-57

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سابقه مقاله

  • تاریخ دریافت: 10 آذر 1403
  • تاریخ بازنگری: 02 دی 1403
  • تاریخ پذیرش: 17 دی 1403
  • تاریخ انتشار: 20 اسفند 1403

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