Attractiveness-Competitiveness Matrix as a Technology Strategy Making Tools (Case Study: Ironmaking Technology)

Document Type : Research Article (Original Article)


1 Assistant Professor, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran.

2 PhD candidate of Technology Management, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran.

3 MSc in Futures Studies, Faculty of Advanced Sciences and Technologies, University of Isfahan, Isfahan, Iran.

4 MSc in Material Engineering, Faculty of Engineering, Shahid Bahonar University of Kerman, Kerman, Iran.

5 PhD candidate of Materials Engineering, faculty of Materials and Metallurgy Engineering, Semnan University, Semnan, Iran.


Volume of steelmaking in Iran should be increased to 50 million tons per year based on 1404 vision, approximately. This requires building the new iron/steelmaking plant and balancing the steel industry supply chain from iron ore to steel slab, hot and cold rolling. When increasing technological pressures, environmental challenges, and international competitive and dealing with restrictions of information, investors have not tendency to invest. Therefore, the Ministry of Industry, Mining and Trade (especially IMIDRO) as a policymakers must direct investors by illustrate baselines in this field such as technology strategy making and technology selection. In this way, Attractiveness-Competitiveness Matrix (ACM) as a technology strategy tool can be used.
This paper aim to develop the portfolio of technology based on ACM in ironmaking technologies. First, we develop four factors for attractiveness (market potential, competitive situation, technical potential, and political-social aspects) and three factors for competitiveness (technical-technological capacity, complementary capabilities, and financial capacity). Second, we request experts (researchers and managers that study/work on ironmaking technology field at least 15 years experience) to assessment twenty ironmaking technologies based on attractiveness and competitiveness dimensions. Finally, analysis by Fuzzy Topsis is shown Blast Furnace and Midrex have the highest attractiveness and competitiveness.