فهرست مطالب محمد شمشیری

. One of the industries that has intensified the competitive environment in the industry in recent years due to continuous changes is the automotive industry, therefore, automotive companies must find ways to be able to differentiate their strategy from other automotive companies. Provide better customer service. An example of these distinctive strategies is investment decisions in attractive areas of automotive companies. In this regard, the purpose of this research is to design and explain the strategic investment model in attractive areas of the automotive industry in Zamyad Automotive Company. The statistical population of this study was the senior managers of all production and organizational lines of Zamyad Automotive Company (464 managers), of which 210 managers were selected and tested. It was suggested that the intellectual capital, financial costs and managerial risk profile play a significant role in the investment of managers in attractive areas of automotive companies.

Automotive companies are looking for ways to adopt a different strategy from other automotive companies to provide better customer service. An example of these distinct strategies is investing decisions in attractive areas of automotive companies. In this regard, the purpose of this study was to prioritize attractive areas of investment in the automotive industry based on the AHP method and evaluate investment risks in attractive areas of research and development based on the FMEA technique. The study population of this study is 21 experts in the automotive industry who have been selected based on judgmental sampling.First, using the FAHP method, attractive areas of the automotive industry are identified and prioritized, and then with the FMEA method, investment risk in the field of research and development of the automotive industry is analyzed. The results showed that among the main criteria, investment in energy transfer methods weighing 0.438 ranks first. Investment in human resources and development of lines with a weight of 0.180 and investment in production of main collections with a weight of 0.174 won the second and third ranks, respectively.Then, among all the sub-criteria, investment in research and development was ranked first. Also in the field of research and development, the risks related to the initial and detailed evaluation stage had a higher priority than the risks related to other stages.

Research has shown that companies need to find ways to increase their sales and productivity that can adopt a different strategy from other companies, especially in times of global crisis to provide better customer service, in this regard. Investment decisions in R&D can play an important role. Therefore, the purpose of this study is to investigate the role of investment in research and development and productivity during the Covid 19 epidemic crisis.

The statistical population of this study was the senior managers of all production and organizational lines, Zamyad Automotive Company (223 managers), of which 210 managers were selected and tested. The results of testing the hypotheses of this research were analyzed using structural equations and LISREL software.

 The results showed that investment in research and development has a significant role on productivity and also the role of intellectual capital, financial costs and manager's risk profile on managers' investment in research and development was confirmed.

It seems that considering the environmental conditions and considering the crises created according to scientific sources and documents and research can affect productivity and investment.