Analysis of the integrating sustainable value creation process: evidence from Iran's automotive industry

Purpose - Automotive industry is one of the most important industries in the economy of countries due to its extensive relationship with other industries; high production and employment rate play a significant role in the sustainable development of countries. Therefore, the improvement of value creation integration strategies in this industry is very important because it is related to the level of economic sustainability of countries. The purpose of this study is to analyze the integration matrix of the creating sustainable value process in the automotive industry. Design/methodology/approach - This research is a development/mixed methodology that aims to symmetrically combine the relationship between the components of sustainable value creation integration through Mick Mac matrix analysis to identify the most effective drivers of the research subject in the Iranian automotive industry. Therefore, in this study, first, in the qualitative part, meta-synthesis analysis and Delphi analysis were used to identify the thematic components of the integration of the process of creating sustainable value and to determine the theoretical adequacy of the components. Then, in a small part, an attempt was made to explain the approved components, based on the symmetric matrix analysis in the Mic Mac diagram, in the automotive industry to determine a more stimulus for integrating the sustainable value creation process, with the participation of 16 automotive executives. Findings - Based on the results in the qualitative section, 8 thematic components were identified to evaluate the integration of the sustainable value creation process, and after Delphi approval, these components were approved in terms of theoretical adequacy. The results in the quantitative part based on matrix analysis showed that the most motivating component in integrating the process of creating sustainable value in the automotive industry is the development of innovative ideas. To create integration in creating sustainable value, it is necessary to create a positive impact of creative ideas in the three components of balancing performance with the changing needs of K3 customers, the dynamics of communication with K8 suppliers, reducing the diversity of materials used in K5 production. Originality/value - This paper is considered as a research that contributes to the broader research area of the automotive industry by unpacking the concept of value creation from a sustainability perspective. This is the first study to review extensively of integrating sustainable value creation process into the automotive industry. Although an area of research importance in terms of developing theoretical literature and applied basis in increasing the effectiveness of competitive strategies. But less research has examined this issue, and conducting this research and expanding it to the level of sustainability value literature can enhance its institutional and research capacities at the international level and contribute to the coordination of the development of theoretical.