綠色環境策略導向之多準則評估模式

Evaluation of MCDM Model of Green Environmental Strategic Orientations

10.7047/JLM.201012.0001

盧明滄(Ming-Tsang Lu)；林希偉(Shi-Woei Lin)

策略導向 ； 綠色創新 ； 決策實驗室分析法DEMATEL ； 網路層級分析法ANP ； Strategic orientations ； green innovation ； decision making trial and evaluation laboratory DEMATEL ； analytic network Process ANP ； multiple criteria decision-making MCDM

運籌與管理學刊

9卷2期（2010 / 12 / 01）

1 - 10

繁體中文

由於環保意識重視程度的提高，加上相關環保規範的建立，電子製造業廠商無不針對環境策略導向進行更完整的策略評估與規劃，以提升產品在市場上的競爭力。目前在國內廠商仍積極朝綠色創新的開發上努力，但如何促使產品達到較高之環保規範與要求，所需要考量的因素更爲複雜，相對的其生產成本或產品成本也勢必會增加，因此建構完善的綠色創新環境策略導向的評估方案，是現階段企業在綠色產品創新開發中非常重要的一環，爲了建構一套完善的綠色創新環境策略的評估模式，本研究藉由決策實驗室分析法(DEMATEL)以及網路層級分析法(ANP)的應用，找出綠色環境策略導向準則的重要影響因素（市場導向、創新導向、學習導向）與權重，作爲綠色創新環境策略評估因素考量的重要依據，並結合產品創新的開發，形成具有系統規劃的綠色創新策略模式。最後將所得之權重與分析結果，建構一套綠色創新環境策略的評估工具。

The effect of environmental strategic orientations on green innovation for firm performance or competitive advantage is lasting paid much attention. As manufacturing industry attempt to contemplating the integration of environmental practices and move toward environmental sustainability, management must extend their efforts to improve environmental practices and green product or process design across their green strategic orientations. To effectively supporting decision makers during the many kinds of strategic orientations, it is necessary to use MCDM to assess weights or degrees of firm's attentiveness to strategic orientation's attributes. From this standpoint of thinking domains, judge a good strategic orientation can be views as decisions that are contained in the reachable or fulfill the request of market and environment. This study proposes that to explore the decisions of strategic orientation for manufacturing industry, while considering the influence of green innovation, with the ultimate intent of promoting the industry's development. Because strategic orientation factors are certainly not necessarily independent, and may entail a feedback effect, this study uses the decision making trial and evaluation laboratory, DEMATEL and analytic network process (ANP) multiple criteria decision-making (MCDM) model to construct a ”green” strategic model, and then determine the optimal strategic orientations of green from three alternatives. The result suggests market orientations for firm performance would be the optimal choice for green innovation. This finding can guide the manufacturing industry's development orientation.

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