SÜRDÜRÜLEBİLİRLİK KAPSAMINDA YENİ ÜRÜN DEĞERLENDİRME KRİTERLERİNİN İNCELENMESİ

Öz

Küresel iklim krizi doğrultusunda işletmeler, ürün portföylerini, çevreye olan olumsuz etkileri azaltılmış, daha sürdürülebilir ürünlerle dönüştürmeye çalışmaktadır. Ancak bu doğrultuda ele alacakları aktivitelerde bu değerlendirmeleri nasıl yapacakları, hangi unsurları nasıl önceliklendirecekleri ile ilgili yol haritaları ve araçlara ihtiyaçları bulunmaktadır. Bu çalışmanın amacı işletmelerin ürün fikirlerini salt çevre boyutu veya finansal unsurlar gibi tek boyutlu değerlendirme yaklaşımları yerine finansal, çevre ve sosyal boyutların tamamının temel alındığı bütüncül bir yaklaşımla değerlendirmektir. Bu değerlendirmeler işletmelerin yeni ürün kararlarında daha sürdürülebilir sonuçlar elde edebilmeleri için nitel ve nicel değişkenlerin bir arada değerlendirildiği ve hangi önem derecesi ile ele alacakları noktasında bir görü sunacaktır. Çalışmada ele alınan finansal ve finansal olmayan kriterler, otomotiv sektöründen toplam 18 uzmanın değerlendirmeleri Bulanık FUCOM modeli ile analiz edilmiş ve sonuçlar değerlendirilmiştir. Çalışma sonucunda otomotiv sektöründe en baskın kriterlerin finansal kriterler olduğu tespit edilmiştir.

Anahtar Kelimeler

• Sürdürülebilirlik
• Yeni ürün geliştirme
• Bulanık FUCOM

ANALYSIS OF EVALUATION CRITERIA FOR NEW PRODUCTS IN THE CONTEXT OF SUSTAINABILITY

Abstract

In line with the global climate crisis, businesses are striving to transform their product portfolios with more sustainable products that have reduced negative environmental impacts. However, they require roadmaps and tools to determine how to assess these activities and how to prioritize different factors. The aim of this study is to evaluate business product ideas using a holistic approach that considers financial, environmental, and social dimensions, rather than single-dimensional assessment approaches based solely on environmental or financial factors. These evaluations will provide insights into how businesses can achieve more sustainable outcomes in their new product decisions by integrating both qualitative and quantitative variables and determining their relative importance. In this study, financial and non-financial criteria were analyzed using the Fuzzy FUCOM model based on assessments from a total of 18 experts in the automotive sector. The results indicate that financial criteria are the most dominant factors in the automotive industry.

Keywords

• Sustainability
• New product development
• Fuzzy FUCOM

Kaynakça

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