How Green Branding Goal effects Technology Selection Strategy: Case Study of Tank Bioleaching technology selection

Document Type : Original Article

Authors

1 Assistant Professor, Department of Business Management, Faculty of Science and Technology Management, Amirkabir University of Technology, Tehran, Iran

2 Master's degree in Business Management Department, Faculty of Management, Science and Technology, Amirkabir University, Tehran, Iran

Abstract

Introduction
The world faces sustainability challenges in economic, environmental, and social dimensions. Unsustainable consumption and production are causing serious social and economic crises, threatening life on Earth. Changing consumption and production patterns can protect natural resources. Green technology is crucial for sustainable development, but adopting it in business operations is challenging.  The rise of green branding has prompted companies to adopt eco-friendly practices. Research by Khandelwal et al., 2021 highlights increasing interest in green branding, emphasizing its importance in organizational strategies, including technology selection. Multi-Criteria Decision Making (MCDM) helps resolve problems with multiple conflicting criteria. The Analytic Hierarchy Process (AHP), designed by Saaty (1980), is preferred for technology selection. This research introduces a framework to integrate green branding goals into technology selection strategies. It uses multi-criteria decision-making methods and the analytic hierarchical process. A case study from the copper industry examines how these methods align technology selection with green branding at Babak Copper Company, known for its tank bioleaching method for copper production.
 
Materials and Methods
This paper presents a framework for technology evaluation, using the Iranian Babak Copper Company's adoption of Tank Bioleaching Technology to assess its alignment with green branding goals. MCDM, a field within operations research and management science, focuses on evaluating and selecting alternatives under conflicting criteria based on decision makers' preferences. It offers a structured process to evaluate multiple criteria simultaneously, aiding decision-makers in ranking and prioritizing alternatives. Common MCDM methods include AHP, which helps structure complex decisions hierarchically using pairwise comparison and consistency tests. MCDM and AHP support organizations in making strategic, responsible technology choices, enhancing operational efficiency, and fostering market competitiveness. A study by Sitorus et al. (2019) found that MCDM methods are frequently used in mining, with AHP being the most common. Among 90 reviewed articles, AHP was used in 26, and 17 of 41 hybrid MCDM articles combined AHP with other methods. The Iranian Babak Copper Company (IBCCO), based in Kerman province, aligns its technology choices with green branding goals, employing tank bioleaching technology to reduce environmental impact. This study evaluates bioleaching methods using AHP, considering IBCCO's green branding and business objectives. Five main copper ore bioleaching technologies are identified. Six key criteria for evaluation including sustainability, feasibility, efficiency, profitability, scalability, and innovation are selected based on literature review. Six mining experts provide pairwise comparison matrices, which are normalized and assessed for consistency using Expert Choice software.
 
Results
For our final step, we are going to calculate the criterion weight by multiplying each criterion priority by the corresponding option priority. Then, we sum all the weighted criteria by option, having a final score for each option over the main goal. 

Discussion and Conclusion
After evaluation utilizing the Analytic Hierarchy Process (AHP), it becomes evident that the tank bioleaching technology stands out as the optimal choice aligning with the objectives of the Babak Copper Company. The calculated AHP score for tank bioleaching, 0.366117, unequivocally supports the notion that the chosen technology resonates harmoniously with the company's mission. Illustrating through the case of IBCCO, which holds green branding as a paramount objective, this research deals with a comprehensive evaluation of the choice of copper cathode production technology within the company and its alignment with green branding aspirations. To facilitate the evaluation of manufacturing alternatives, this study introduces a comprehensive framework leveraging MCDM and AHP methods. The selection of this method is rooted in its prevalence in technology selection, particularly within the mining sector. Through the existing literature, bioleaching stands out as the environmentally preferable choice for copper extraction in contrast to other hydrometallurgy options, given its commercial and sustainability considerations. The subsequent step, involves the assessment of various bioleaching methods, including tank bioleaching, heap bioleaching, dump bioleaching, vat bioleaching and in-situ, all conducted through the AHP technique. This paper delves into the intricate interplay between green branding objectives and technology selection strategies. Through reviewing the existing literature on green branding, sustainable technology and technology selection strategies, this paper investigates their relationship. Moreover, future research avenues could delve into exploring the impact of green technology adoption on intangible assets and legal benefits. Furthermore, investigating the willingness of businesses and governments to pay a premium for green products could provide valuable insights. Lastly, assessing the long-term implications of reduced production costs in the tank bioleaching method is another area warranting exploration. In conclusion, the prioritization of green branding within the production sphere underscores the escalating significance of green manufacturing within the industry. Nevertheless, it's imperative to recognize that the pursuit of green branding objectives isn't devoid of challenges, and in some instances, a trade-off between profitability and sustainability may emerge. Nonetheless, this study demonstrates that enterprises can effectively integrate environmental and green aspirations alongside their core business objectives, signifying a progressive approach to confront the mounting imperative of green production within the industry.

Keywords

References

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Green Development Management Studies
Volume 3, Issue 2 - Serial Number 6
October 2024
Pages 73-92

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