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

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 تاثیر 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.

how green branding goal effects technology selection strategy: case study of tank bioleaching technology selection

introductionthe 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 methodsthis 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. resultsfor 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 conclusionafter 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.