چگونه هدف نام تجاری سبز بر راهبرد انتخاب فناوری تأثیر می‌گذارد: مورد مطالعه انتخاب فناوری بایولیچینگ تانک کانه‌های سولفید مس

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت کسب و کار، دانشکده مدیریت، علم و فناوری، دانشگاه صنعتی امیرکبیر، تهران، ایران

2 دانش آموخته کارشناسی ارشد گروه مدیریت کسب و کار، دانشکده مدیریت، علم و فناوری، دانشگاه صنعتی امیرکبیر، تهران، ایران

چکیده

در عصری که با افزایش نگرانی‌های پایداری در ابعاد اقتصادی، زیست‌محیطی و اجتماعی روبه‌رو است، ضرورت پذیرش فناوری سبز بیش از پیش مشهود است. الگوهای مصرف و تولید ناپایدار تهدیدهای مهمی برای رفاه جهانی به‌حساب می‌آیند. این تحقیق به بررسی این موضوع می‌پردازد که چگونه اهداف برندسازی سبز سازمان‌ها بر استراتژی انتخاب فناوری آنها تأثیر می‌گذارد. این تحقیق در یک مطالعه موردی از صنعت مس، از طریق معرفی چارچوبی جهت ارزیابی فناوری‌های تولید و بررسی "بابک مس ایرانیان" به‌عنوان شرکت پیشرو در زمینه تولید سبز کاتد مس، فناوری‌های موجود در زمینه تولید سبز و همسویی آنها را با هدف برندسازی سبز سازمان ارزیابی می‌کند و بهترین فناوری را در این راستا شناسایی کرده و بر انتخاب این شرکت صحه می‌گذارد. نوآوری این شرکت در فناوری بایولیچینگ تانک برای تولید کاتد مس، نشان دهنده تعهد آن به شیوه‌های پایدار و از طرفی درنظر گرفتن سایر معیارهای ارزیابی از جمله بهره‌وری تولید می‌باشد. این تحقیق به ایجاد درک عمیق‌تری از رابطه پیچیده بین انتخاب فناوری و اهداف کسب‌وکار کمک می‌کند و جنبه‌ای حیاتی از استراتژی اداره کسب‌وکارها را روشن می‌کند.

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