CHOICE OF INNOVATION STRATEGY USING ANALYTIC HIERARCHY PROCESS: THE CASE OF A MANUFACTURING FIRM

Yıl 2023, , 141 - 161, 22.01.2023

Yavuz Yılmaz

https://doi.org/10.31671/doujournal.1049886

Öz

This study aims to determine the innovation strategy of a manufacturing company operating in the agricultural hand tools sector through the analytic hierarchy process. Internal and external environmental analysis of the company was performed to identify the strategic alternatives of the company. Strengths (S) and weaknesses (W) of the company, opportunities (O), and threats (T) were identified with the analysis of the external environment with internal environmental analysis. In this study, the SWOT analysis was used to determine the innovation strategies of an export manufacturing company operating in the agricultural industry. The AHP was used to select the appropriate strategy. As a result of the AHP implementation, the strategy SO obtained from the strengths of the firm and the opportunities around it, among the strategy alternatives, was preferred.

Anahtar Kelimeler

Innovation, Strategy

ANALİTİK HİYERARŞİ SÜRECİ YÖNTEMİYLE YENİLİK STRATEJİSİ SEÇİMİ: BİR İMALAT FİRMASI VAKASI

Öz

Bu çalışma, tarımsal el aletleri sektöründe faaliyet gösteren bir imalat firmasının yenilik stratejisini analitik hiyerarşi süreci üzerinden belirlemeyi amaçlamaktadır. Şirketin stratejik alternatiflerini belirlemek için şirketin iç ve dış çevre analizi yapılmıştır. İç çevre analizi ile dış çevre analizi ile şirketin güçlü yönleri (G) ve zayıf yönleri (Z), fırsatlar (F) ve tehditler (T) belirlenmiştir. Bu çalışmada, tarım sektöründe faaliyet gösteren bir ihracat imalat firmasının yenilik stratejilerini belirlemek için SWOT analizi kullanılmıştır. Uygun stratejiyi seçmek için AHP kullanılmıştır. AHP uygulaması sonucunda strateji alternatiflerinden firmanın güçlü yönlerinden ve çevresindeki fırsatlardan elde edilen GF stratejisi tercih edilmiştir.

Anahtar Kelimeler

AHP, SWOT, YENİLİK, STRATEJİ, Innovation, Strategy

Kaynakça

• Akhlagh, E. M., Moradi, M., Mehdizade, M., & Ahmadi, N. D. (2013). “Innovation Strategies, Performance Diversity and Development: An Empirical Analysis in Iran Construction and Housing Industry”. Iranian Journal of Management Studies, 6(2): 31-60.
• Atthirawong, W., & MacCarthy, B. (2002). “An Application of the Analytical Hierarchy Process to International Location Decision-Making”. In: Proceedings of the 7th annual Cambridge international manufacturing symposium: restricting global manufacturing, University of Cambridge, Cambridge, pp. 1-18.
• Baldwin, J., & Gellatly, G. (2003). “Innovation strategies and performance in small firms”. Edward Elgar, Cheltenham, UK/Northampton, MA, USA, 1-23.
• Birendra, K. C., Stainback, G. A., & Chhetri, B. B. K. (2014). “Community users’ and experts’ perspective on community forestry in Nepal: a SWOT–AHP analysis”. Forests, Trees and Livelihoods, 23(4): 217-231.
• Cooper, R. G. (1984). “The performance impact of product innovation strategies”. European Journal of Marketing, 18(5): 5-54.
• Cooper, R. G., & Edgett, S. J. (2010). “Developing a product innovation and technology strategy for your business”. Research Technology Management, 53: 33-40.
• Freeman, C., & Soete, L. (1997). “The economics of industrial innovation”. 1st Edition. London, UK, Pinter.
• Goestsch, D. L., & Davis, S. B. (2010). “Quality management for organizational excellence: introduction to total quality”. Sixth Edition, Pearson Education International, USA.
• Görener, A., Toker, K., & Uluçay, K. (2012). “Application of combined SWOT and AHP: a case study for a manufacturing firm”. Procedia - Social and Behavioral Sciences, 58: 1525 – 1534.
• Hilman, H., & Kaliappen, N. (2015). “Innovation strategies and performance: are they truly linked? World Journal of Entrepreneurship”. Management and Sustainable Development, 11(1): 48-63.
• Ho, J. K. (2014). “Formulation of a Systemic PEST Analysis for Strategic Analysis”. European Academic Research, 2(5): 6478-6492.
• Huang, J.-H., Chou, T.-C., & Lee, G.-G. (2010). “Imitative innovation strategies understanding resource management of competent followers”. Management Decision, 48(6): 952-975.
• Kaczmarek, M. J. (2016). “SWOT analysis for planned maintenance strategy – a case study”. IFAC-PapersOnLine Conference Paper Archive, 49(12): 674-679.
• Kajanusa, M., Kangasb, J., & Kurttilac, M. (2004). “The use of value focused thinking and the A’WOT hybrid method in tourism management”. Tourism Management, 25(4): 499-506.
• Kalay, F., & Lynn, G. S. (2014). “The impact of Strategic innovation management practices on firm innovation performance”. Research Journal of Business and Management, 2(3): 412-429.
• Karlsson, C., & Tavassoli, S. (2016). “Innovation strategies of firms: What strategies and why?” Journal of Technology Transfer, 41: 1483-1506.
• Koumparoulis, D. N. (2013). “PEST Analysis: The case of E-shop”. International Journal of Economy, Management and Social Sciences, 2(2): 31-36.
• Lee, S. S., & Chung, Y. K. (2018). “A study on development strategy of Korean hidden champion firm: focus on SWOT/AHP technique utilizing the competitiveness index”. Journal of International Entrepreneurship, 16: 547–575.
• Liu, R., Wang, Y., & Qian, Z. (2019). “Hybrid SWOT-AHP analysis of strategic decisions of coastal tourism: a case study of Shandong Peninsula Blue Economic Zone”. Journal of Coastal Research, 94: 671-676.
• Meyer, C. (1998). “Relentless growth: how Silicon Valley innovation strategies can work in your business”. Free Press, New York, USA.
• Miles, R. E., Snow, C. C., Meyer, A. D., & Coleman, H. J. (1978). “Organizational strategy, structure, and process”. Academy of Management Review, 3(2): 546-562.
• Oreski, D. (2012). “Strategy development by using SWOT – AHP. TEM Journal”, 1(4): 283-291.
• Park, S. O. (2001). “Regional innovation strategies in the knowledge-based economy”. GeoJournal, 53: 29-38.
• Pinto, G. L. Dell’Era, C., Verganti, R., & Bellini, E. (2017). “Innovation strategies in retail services: solutions, experiences and meanings”. European Journal of Innovation Management, 20(2): 190-209.
• Porter, M. E. (2001). “Understanding business processes”. 1st Edition. Open University, New York, USA.
• Saaty, T. L. (2001). “Fundamentals of the Analytic Hierarchy Process: The Analytic Hierarchy Process in Natural Resource and Environmental Decision Making”. Kluwer Academic Publishers, Ed. 15-35.
• Saaty, T. L. (1987). “The analytic hierarchy process-what it is and how it is used”. Mathematical Modelling, 9(3-5): 161-176.
• Saaty, T. L., & Tran, L. T. (2007). “On the invalidity of fuzzifying numerical judgments in the Analytic Hierarchy Process”. Mathematical and Computer Modelling, 46(2007): 962–975.
• Saaty, T. L. (1990). “How to make a decision: the analytic hierarchy process”. European Journal of Operational Research, 48(1990): 9-26.
• Saaty, T. L. (2002). “Decision making with the analytic hierarchy process”. Scientia Iranica, 9(3): 215-229.
• Shretha, R. K., Alavalapati, J. R. R., & Kalmbacher, R. S. (2004). “Exploring the potential for silvopasture adoption in south-central Florida: an application of SWOT–AHP method”. Agricultural Systems, 81(3): 185-199.
• Šterbová, M., Loucanová, E., Paluš, H., Ivan, L., & Šálka, J. (2016). “Innovation strategy in Slovak forest contractor firms — a SWOT analysis”. Forests, 7(6): 1-12.
• Şeker, Ş., & Özgürler, M. (2012). “Analysis of the Turkish consumer electronics firm using SWOT-AHP method”. Procedia - Social and Behavioral Sciences, 58: 1544-1554.
• Şevkli, M., Öztekin, A., Uysal, Ö., Torlak, G., Türkyilmaz, A., & Delen, D. (2012). “Development of a fuzzy ANP based SWOT analysis for the airline industry in Turkey”. Expert Systems with Applications, 39(1): 14-24.
• Whitley, R. (2000). “The institutional structuring of innovation strategies: business systems, firm types and patterns of technical change in different market economies”. Organization Studies, 21(5): 855-886.
• Yin, B., Ding, S., Huang, J., Wang, Y., Zhou, X., & Xiang, G. (2016). “Research on SWOT analysis for technical innovation strategy of a Yunnan-stationed mining enterprise”. Advances in Economics, Business and Management Research, 20: 346-352.
• Zavadskas, E. K., Turskis, Z., & Tamosaitiene, J. (2011). “Selection of construction enterprises management strategy based on the SWOT and multi-criteria analysis”. Archives of Civil and Mechanical Engineering, 11(4): 1063-1082.
• Zhibin, X., Jiangsheng, Z., & Lvqing, Y. (2010). “Innovation strategy and development plan of e-sign WeChat system based on SWOT-AHP analysis”. 2020 IEEE 4th Information Technology, Networking, Electronic and Automation Control Conference (ITNEC), 12-14 June, Chongqing, China.