Abstract
Manufacturing companies are facing rapid and unanticipated changes in their business environment. Most of these companies need to find new strategies to remain competitive in the market. Therefore, the main purpose of this study is to integrate the Fuzzy Analytical Network Process (ANP) and VIKOR methods to evaluate the green agile factors and sub-factors in the dairy companies in Iran. To find the green agile factors and sub-factors, this study used the expert’s opinions and literature review. Data is collected from four dairy companies. The results of this study showed that the most important green agility factors are: trust-based relationship with suppliers, flexible production capacity, versatile workers, compliance with quality standards for a new product, and workers’ willingness to learn. In addition, the results indicated that the green agility organization is one of the strategies that help companies to stay in the market. To validate the results, this study used four methods, including TOPSIS, ARAS, EDAS, and MABAC. The necessity of a reaction to the increasing customer choices, environmental concerns, and competitiveness among manufacturers across the globe has engaged the industry to embrace innovative manufacturing strategies.
Highlights
In recent years, firms have been obliged to make changes to their business process because of market transformations and technology innovations
The information about the factors and sub-factors are all collected from credible sources
The companies were evaluated based on the green agility and ranked by VIKOR
Summary
Firms have been obliged to make changes to their business process because of market transformations and technology innovations. Quality, timeliness, and even flexibility are progressively becoming order qualifiers, pushing firms to devise businesses gravitating around innovativeness, responsibility, and customer intimacy [1]. Golpîra et al [2] believe that it is important for companies to obtain a balance between economic interests and environmental protection, especially because of altered consumers’ behavior toward green products and services. Lee et al [3] reported that green business accepts the environmental principles and respects the environment, which improves the quality of life for customers and protects existing resources. Green marketing is focused on developing and marketing the products and services that can satisfy the customers’ needs while taking environmental sustainability into account [5]
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