The inclusion of sustainability factors in projects is considered a challenge for technicians, managers and decision makers. Sustainability projects deal with a large number of criteria from different areas, making the decision-making process more complex and uncertain. Multicriteria methods can guide project choices to reach their objectives; however, they are not able to manage the overlap and conflicting aspects of these objectives, called trade-offs. Trade-offs are considered to be an integral part of any sustainability project, since they address conflicting objectives, taking into account environmental, social and economic aspects. In some studies, trade-offs have been approached from the view of their formation process, or from how they can be identified in projects. However, there is a gap in the literature related to structured procedures to support decision-makers after the identification of trade-offs. Therefore, this paper proposes a tool to support trade-off management in the decision-making process in complex sustainability-focused projects. The Trade-Off Decision-Making tool assists the project planning stage, unfolding into two sequential phases: guidelines to be considered for the management of trade-offs; and trade-offs management operationalization. The guidelines were developed based on literature best practices, while the trade-offs management originated from the operationalization of five comparative analyses carried out between conflicting objectives, using a structured worksheet. The proposed tool contributes to the proper handling of conflicting objectives in sustainability projects not only in managerial but also operational areas. Our guidance structure for handling trade-offs provides greater robustness, objectivity and traceability to the choices made during the planning of sustainability projects.
Background and Aims: Some studies bring different visions of innovation among the stakeholders of the wine sector; however, there is a gap in our understanding of the characteristics of and the relationship between the ecosystem and the stakeholders. This study aims to identify and measure critical success factors (CSFs) of the wine innovation ecosystem. Methods and Results: A mixed-method approach with 29 qualitative questionnaires for wine managers, and a survey of 138 wine managers from Brazilian wine regions were employed. The survey validated 30 critical factors that were identified from the literature and which were validated in the qualitative research. The critical factors were then submitted to a support factorial analysis, resulting in 27 CSFs related to six new dimensions of the wine ecosystem. The dimensions identified by the factorial analysis were evaluated by indicators and measured for four clusters of companies. Conclusions: The study identified the dimensions and CSFs related to four Brazilian winery clusters: (i) medium businessbusinesses focused on social and economic entrepreneurship; (ii) large business-focused on entrepreneurship and leadership in the development of sustainable products and services; (iii) startup-expanding businesses focused on economic growth; and (iv) small business-focused on entrepreneurship and innovation for a sustainable economy. Significance of the Study: This study demonstrated the benefit of using dimensions and CSFs to create innovative strategies to improve the competitiveness and performance of the wine ecosystem.
Este artigo discute técnicas de modelagem estatísticas, empregadas em pesquisas que visam compreender o processo de tomada de decisão na perspectiva do consumidor, frente a soluções inovadoras. A teoria que embasa esses modelos parte da análise de cenários, os quais avaliam o processo de decisão da escolha do consumidor, denominados modelos de escolha de multiatributos ou choice-experiments, na utilização de técnicas de análise conjunta (conjoint analysis). Essas análises habilitam desenvolvedores a criarem estratégias a fim de educar o consumidor na migração de escolhas para soluções mais sustentáveis. Entretanto, a forma de seleção e de emprego dessas técnicas de experimentação e modelagem não é suficientemente explicitada na literatura para tornar-se facilmente replicável. Assim, a proposta desse artigo é apresentar as principais técnicas utilizadas em modelagem de cenários para o desenvolvimento de ofertas inovadoras. A literatura de gestão, engenharia e sustentabilidade foi revisada, em que os autores empregam métodos de antecipação da preferência do consumidor. Para tanto, foi realizada uma análise dos principais artefatos de conjoint analysis, com descrição potencial de análises quantitativas e interpretação dos resultados voltados a estudos de inovação. Palavras chave: Valor para produtos inovadores; Conjoint Analysis; Valor para o consumidor; Análise de cenários; Árvore de decisão.
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