The present study aimed to investigate the organic agricultural products supply chain in Iran and provide a processes maturity framework for this chain based on the Iranian Standard of the organic products. Accordingly, the model proposed in this research, has provided an improvement tool that addresses the integration of company's internal processes at low levels, and the integration of the processes with external partners at higher levels of maturity given the maturity levels definition. This model is designed based on the main components of maturity models, i.e. maturity levels with a five-level structure and the relevant questionnaire (confirmed by CVI index). Based on the results of the implementation of the proposed maturity model in two case studies, it was found that the two processes of customer service management and customer relationship management need the most attention and improvement, which is consistent with theoretical findings. In Company A, lack of direct communication or online communication platform to communicate with customers are among the weaknesses and good quality of products is among the strengths, and in Company B, lack of procedure for collecting and documenting information is among the weaknesses and close relationships with key partners is among the strengths, identified based on the evaluation by the proposed maturity model. Finally, improvement strategies were presented for each of these processes using the ANP method, which can be used as a roadmap by managers and practitioners in this field.
- The need for maturity models for organic agricultural supply chain given the increasing importance of healthy food
- The need for better communicate with customers by enhancing CRM practices
- The importance of close communication with key supply chain partners
- Considering the organic product manufacturers’ strengths as competitive advantage