Authors

1 Ph.D. Student, Operations and Production Management, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran

2 Ph.D. Student, Operations Research, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran (Corresponding Author: mojtaba_aghaei68@yahoo.com)

3 Faculty Member, Department of Industrial Management, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran

Abstract

Today, service delivery is changing with the advent of new technologies and the emergence of online businesses. The goal of online businesses and startups is to provide online services while saving customers time and money. One of the startups that are effective in meeting the needs of different groups of the community is the Fast Moving Consumer Goods (FMCG). Due to the high consumption rates and spoilage of FMCGs, proper management and performance improvement at different levels of the supply chain is essential. On the other hand, the use of knowledge management is the main factor in the success of the supply chain to achieve a competitive advantage. There are various barriers that lead to failure in the implementation of knowledge management (KM) in the supply chain. Therefore, it is necessary to identify and remove the barriers to the implementation of knowledge management in the supply chain of startups. The purpose of this research is to identify and prioritize strategies for removing barriers to the implementation of KM in FMCG supply chain. The framework in this study is to use the combination of Fuzzy Delphi, SWARA and Gray ARAS. The SWARA method has been used to determine the weight of the barriers, as criteria, and the Gray ARAS method has been used to obtain the final ranking of the approaches to acceptance of knowledge management in the supply chain. Finally, based on the results of this research, the positive leadership towards the adoption of knowledge management in the supply chain was considered as the best way to tackle barriers to the acceptance of knowledge management in the supply chain.

Keywords

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