ثریا لشگری

Automotive industry particularly, commercial automotive industry, ranks as a key industry in the economic growth. The necessity of investigating the research & development(R & D) activities of digital marketing and innovation in the form of a dynamic system in automotive industry based on the 3 variables: empowerment of supply network, of product innovation, and of digital marketing is quite undisputed. The present research has been done with a view to identifying and evaluating the cause-and-effect interdependent relations governing the variables of R & D of digital marketing and innovation in commercial automotive industry. The research is typically applied, and has been done using the descriptive-survey method. The research community consisted of 50 experts; all with acceptable academic backgrounds and years of experience as executive managers and marketeers in the R & D of automotive industry. To analyze the data, the views of some elected experts on automotive industry, along with Delphi fuzzy and Dematel method were applied. Our findings showed that the variable “Intensity of R & D of digital marketing and innovation” has the most effect on the other variables. The variable “Empowerment of supply network” with the score of 3,25 has the largest amount of interaction with the other variables. Also, the variable “ Empowerment of R & D in digital marketing and innovation” with the score of 1,08 has the smallest amount of interaction with the other variables.

According to published reports on the level of internalization of commercial vehicles, it shows that most carmakers pursue a minimal domestic manufacturing policy and less have a policy of increasing domestic manufacturing on their agenda. The most important research gaps are need to study R&D activities in the form of a dynamic system in the automotive industry based on the three variables of supply network capabilities, product innovation and process. The purpose of this study is to provide a dynamic model to investigate the behavior of a commercial vehicle R&D system. The present study is applied in terms of purpose. The basis of the system analysis is previous research as well as information obtained from interviews with automotive industry experts. For this purpose, first the variables affecting the cycle of R&D activities are studied and modeling is presented using the dynamics approach. Also, various policies on the performance of the development research cycle based on the time of knowledge acquisition and product introduction have been simulated and analyzed. The results of system performance simulation show that the weak share of research and development budget along with low and limited market share and lack of proper investment makes the research and development capability at an unfavorable level during the next 10 years. Therefore, it is suggested that the necessary measures in this regard be taken in the fields of product sales marketing along with appropriate investment in research and development.