Presenting sustainable supply chain fuzzy rotation matrix framework to manage business challenges in the context of sustainable supply chain management

Purpose The purpose of this paper seeks to provide a hybrid framework of sustainable supply chain fuzzy rotation matrix regarding the challenges in today’s business environment and the goals pursued by sustainable supply chain, to prioritize effective infrastructure to manage the challenges in ceramic tile industry in Yazd. Design/methodology/approach The research offers a hybrid framework of analytical hierarchy process (AHP) and quality function deployment (QFD) model to determine, which one of the goals of a sustainable supply chain can have a greater share in the management of business challenges. Findings The results indicated government regulations that encourage the implementation of sustainable supply chain and management of the consumption of non-renewable resources are among the most important infrastructures that can be effective to manage the challenges of today’s business. Practical implications Given the importance of managing the challenges in today’s business environment and sustainable supply chain management capabilities to enable managers to deal with these challenges, the present research makes effort to offer a hybrid framework of AHP and QFD model, to determine, which one of the goals of a sustainable supply chain can have a greater share in the management of business challenges. Originality/value By reviewing the existing research studies in the sustainable supply chain area, it can be found that despite of vast studies, there is no focus on establishing a comprehensive interaction between business challenges management and the fulfillment of sustainable supply chain management goals. So according to this research gap, a new framework was presented in this study to enable tile and ceramic industry managers, to focus on mentioned interaction and manage the businesses challenges in the desired way to achieve sustainable supply chain goals.