Determining the Appropriate Open Innovation Model for Logistics Firms Using an Integrated Fuzzy Ahp-Vikor Approach

Abstract

Open innovation includes making collaborative relationships with other firms and institutions to achieve competitive advantage through innovative products or services. Open innovation has an effect on the logistics firms because they have many services and products and also various relationships with their shareholders. The main purpose of this study is to determine the appropriate open innovation model for logistics firms. In this context, the application process is performed by a Fuzzy Multi Criteria Decision Making model. This approach involves both criteria (control, focus, innovation process, knowledge, cost, capacity, market, utilization, policy, motivation) and alternatives (inbound, outbound and coupled open innovation models). Weights of the criteria were determined by Fuzzy AHP. Furthermore, ranks of the alternatives were performed by Fuzzy VIKOR. According to results, outbound innovation is determined as the appropriate open innovation model for logistics firms. The most important three criteria in order to determine the appropriate open innovation model are innovation process, motivation, and market respectively.

Assessing the Role of Market Share Development on Competitive Advantage in Dairy Companies

“…Managers can best respond to customer needs by identifying new markets and also determining market needs; targeting customer needs and different segments better, a company can adjust its products and marketing strategies to better meet these needs. These findings are consistent with the results reported by other researchers (Ar et al, 2020;Bahari & Taheri rouzbahani, 2023;Honarvar & Rezaee, 2019;Jafari et al, 2017;Sahafzadeh & Haghighi, 2023).…”

“…The goal of this network is to ensure the quality and safety of produced milk, improve the economic conditions of milk producers, and create a direct and fair connection between producers and consumers. These findings are consistent with the results reported by other researchers (Ar et al, 2020;Bahari & Taheri rouzbahani, 2023;Honarvar & Rezaee, 2019;Jafari et al, 2017;Sahafzadeh & Haghighi, 2023).…”

“…Planning includes setting goals and preparing a roadmap to achieve those goals, while goal setting involves identifying and prioritizing specific market segments or customer groups for focus. These findings are consistent with the results reported by other researchers (Ar et al, 2020;Bahari & Taheri rouzbahani, 2023;Daněk et al, 2022;Honarvar & Rezaee, 2019;Jafari et al, 2017;Sahafzadeh & Haghighi, 2023).…”

“…Market review and analysis of customer behavior aim to identify new opportunities and weaknesses in the market; reviewing the company's competitors in the target market to identify their strengths and weaknesses and determine appropriate strategies for competition; reviewing external factors such as political, social, economic, and technological to identify new opportunities and threats that may affect the market. The variable of market share strategy is aligned with the research (Ar et al, 2020;Bahari & Taheri rouzbahani, 2023;Honarvar & Rezaee, 2019;Jafari et al, 2017;Sahafzadeh & Haghighi, 2023), who in their study examined market orientation and market share development.…”

“…In other words, market share, usually defined as the ratio of a firm's sales to the industry's total sales, is considered one of the structural variables of markets, and factors affecting firms' market share have been the subject of significant studies in the field of organization and industrial economics over the past decades. On the other hand, market share instability, which measures the fluctuations of firms' market shares over time, is one of the indicators for measuring the level of competition, monopoly, and market dynamics, and is considered a structural market variable influenced by behavioral variables such as innovation (Ar et al, 2020). To gain more market share, a company may apply one of several strategies.…”