Volume 1 Issue 3
Strategic Planning for an Integrated Marketing Procedure in a Multi-layer Multi-product Supply Chain
Authors: Hassan Mehrmanesh; Milad Aghalatifi; Hamed Fazlollahtabar
Abstract: In this research, we have been seeking to design a marketing plan in a multi-layer multi-product supply chain applying a strategic planning approach. In this regard, a creative idea using strategic planning approach has been applied. In fact, regarding the past studies in improving performance in supply chain, most of researches have shown that simplifying relations between layers physically and informatively will lead to improve functions in supply chain. Thus, we aim to using a marketing plan and strategic management to design a new combined methodology regarding the conditions and situation present in business system. Information management and collection of supply chain factors can be effective on plenty of supply information and also on internal decision makings in various sections of chain which approves a high importance of this component in supply management. To collect all data available in this research, the experts’ ideas and comments have been collected. The research results show that by using such a framework supply chain partners will be able to make the optimum decisions considering their investment quality needed. Considering the achieved results in this research we can state that in every organization, after studying the function of each layer and evaluating the target market, we can apply proposed techniques.
Keywords: Supply Chain Management; Strategic Planning; Marketing Procedure; Multi-layer and Multi-product
Authors: Ahmad Mousaei; Reza Bandarian
Abstract: Nowadays, developing and commercializing know-how in oil, gas and petrochemical are vital. Hence it is necessary to investigate different ways of commercializing in the development process. The research institute of petroleum industry has a mission to bring ideas to market in terms of developing new technologies and new products. This paper presents a comprehensive framework of new technologies' commercialization in the petroleum industry that can be used with some modifications for other industries. The framework starts by defining the strategy and leads to the commercialization of the technical know-how that is developed. We developed a systematic real option-based model for the valuation and pricing of new technology. The model examines three pricing scenarios (optimistic, pessimistic and actual) for selling technology. We validated the pricing model by the historical data of some petrochemical products of RIPI.
Keywords: Technology or Technical Know-how Commercialization; Process Approach; Technology or Technical Know-how Valuation and Pricing; Pricing Methods; Real Option Pricing