Evaluation of e-business management strategies based on interpretive structural modeling

Subject Areas : marketing

yousef Ramezani ¹ , Neda Zarin Negar ² , Mohsen Najafi ³ , Ali Khiyabini Tanha ⁴

1 - Department of Management, Gonabad Higher Education Complex, Gonabad, Iran
2 - Assistant Professor, Department of Management, Binaloud Institute of Higher Education, Mashhad, Iran
3 - Department of Public Administration, Central Tehran Branch, Islamic Azad University, Tehran, Iran
4 - Department Management, Imam Reza International University, Mashhad, Iran

Received: 2024-10-31 Accepted : 2024-12-11 Published : 2025-09-26

Keywords: electronic business management, smart watches, interpretive structural modeling (ISM), fuzzy Delphi method.,

Abstract :

This research has been conducted with the aim of evaluating electronic business management strategies in the smart watch sales industry. The present study is a quantitative research in terms of method and practical in terms of purpose.

The statistical population in this research consists of experts and specialists in the field of electronic businesses and smart watches industry. Also, the sampling method in this research is non-probability. Based on this, 10 experts who were active in the field of selling and assembling smart watches were selected as samples.

In order to collect data, two types of factor screening questionnaires were used using the fuzzy Delphi method and criteria comparison questionnaires. The results showed that the final model consists of 7 levels, where system thinking as the most effective strategy is at the lowest level. This component directly affects higher-level strategies such as using data analytics to understand customer preferences and behavior, improving inventory management using IOT and AI technology, and strengthening logistics and distribution networks for faster delivery. MICMAC analysis also showed that most of the strategies are of the interface type, which have a high impact and effectiveness. This means that any small change in these strategies can cause major changes in the entire system.

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