A Hybrid Approach to Asses Contributing Factors in Supply Chain Competitiveness in Rubber Industry

The main aim of this research is to asses contributing factors in supply chain competitiveness in rubber industry. To this point, first, using the extended review in literature of competitiveness, components were identified and conceptual model of research was presented. Data were collected from managers and experts of 5 Iranian rubber manufacturers. To analyze the data and testing the proposed model in statistical phase of research, partial least squares (PLS) method, and to prioritizing contributing factors in supply chain competitiveness a hybrid approach was used and Path coefficients of PLS and weights of BWM and FUZZY AHP were combined. The results of statistical phase of research indicate that “supply chain partnership”, “knowledge management process capability”, “green supply chain management”, and “supplier segmentation” have a significant positive effect on supply chain competitiveness. The results of prioritizing contributing factors in supply chain competitiveness using MCDM methods indicate that “partnership in finance” is the most important factor in supply chain competitiveness and after that, “knowledge application” and “partnership in R&D” were located in second and third priority. Finally some practical strategies for managers are discussed and some suggestions for future research are provided.