Evaluation of Dynamics Strategies in a University Technology Companies Approach

• Published in: Muṭālaʻāt-i mudīrīyat- rāhburdī Vol. 13; no. 49; pp. 231 - 250
• Main Authors: Mohammad Mahdi Ershadi, Hanif Kazerooni
• Format: Journal Article
• Language: Persian
• Published: Iran Strategic Management Society 01.03.2022
• Subjects: output criteria; strategies; system modeling; validation
• ISSN: 2228-6853; 2676-6744
• DOI: 10.22034/smsj.2022.130606

Aim and introduction: In today's competitive environment, many complexities have been created for different organizations. On the other hand, many sciences affect and affect human health, including pharmacy, therapeutic fields, and related technologies that can affect individual human health and general health due to changes in societies. Companies operating in this field will inevitably face many complexities. Therefore, the analysis and consideration of these complexities in strategic decision-making are done using various systems simulation methods in successful companies. The purpose of this paper is to evaluate the selected strategies for an academic technology company using simulations of system dynamics.Methodology: This research was categorized in terms of interpretive paradigm, type of applied purpose, descriptive research method, combined approach (quantitative and qualitative), and collection of library and field information. To design an appropriate system model in this study, different dynamic system models were investigated and initial relationships were proposed for the case study. The relationships of the designed initial model were assessed using expert opinions in the framework of questionnaires. Also, the most important factors for examining the outputs of this company were examined in other questionnaires. It should be noted that before distributing the questionnaires among the demographic samples identified in this company, the validity and reliability of the questionnaires were evaluated based on Lauche and Cronbach's alpha methods. The focus of the field research used in this paper is on identifying relationships in business models using questionnaires, interviews, and content analysis. It is noteworthy that Vensim software was used to design the models of this article and SPSS software was used to examine the statistical metrics related to the questionnaires.Findings: In this paper, the initial model was designed by ​​examining the dynamics models of the system in different fields. This model was adjusted and redesigned for a case study based on the opinions of its experts. The final model was reviewed in terms of model boundary, model structure, proportionality, limit status, and reproduction of behavior based on the data and information of the company under study 10 years ago, and the issues that reduce the validity of the model were identified and corrected. Based on the results obtained from the mentioned steps, the dynamic system model for this company was designed and its validation in different dimensions was examined. Finally, the proposed model was able to show good performance according to information from a few years ago. Also, based on field studies in the company under the determined case study, appropriate output indicators were extracted as key criteria for evaluating the proposed strategies.Discussion and conclusions: The effects of the selected strategic plans on the designed model were determined according to the most important criteria identified for this company based on the final results and the determined relationships. According to these results, each criterion has different fluctuations in different periods and the application of each strategy causes different changes in the fluctuations. Therefore, the strategy for different periods was selected according to the importance of each criterion from the perspective of the company’s managers in the case study. Then, the most effective strategy among the selected strategies for this company was introduced. The results showed that the best strategy can be different based on each criterion and each planning horizon; Therefore, the company must choose the best strategy based on the importance of each criterion in different time horizons. These results illustrate the complex nature of the organization in today's markets and the various sensitivities created based on each output metric. According to the research findings, there are sensitivities in the effectiveness of each strategy according to the output criteria, expert opinions, and different planning horizons, and their proper modeling with system dynamics can provide a good solution considering the existing complexities.