Fariborz Jolai - Department of Industrial Engineering, University of Tehran, P.O. Box ۱۱۱۵۵-۴۵۶۳, Tehran, Iran
Pooneh Hamrahi - Department of Industrial Engineering, University of Tehran, P.O. Box ۱۱۱۵۵-۴۵۶۳, Tehran, Iran

In the modern world of commerce and industry, optimizing the distribution of products in the supply chain is of significant importance. Supply chain managers and professionals are faced with new challenges and opportunities to enhance performance and efficiency in the process of product distribution, utilizing emerging technologies. This article delves into an in-depth exploration of this topic, encompassing the history and analysis of the supply chain and emphasizing the importance of optimizing product distribution within it. Furthermore, the pivotal role those new technologies, including the Internet of Things (IoT), artificial intelligence, and blockchain, play in improving processes and communications within the supply chain has been clearly examined. Additionally, the results of this research dissect the challenges and opportunities associated with optimizing product distribution, highlighting fundamental obstacles such as demand fluctuations, diverse customer locations, product variety, and various transportation means. On the other hand, leveraging novel technologies and developing new management strategies can provide significant opportunities for organizations. Thus, the significance of optimizing product distribution through the adoption of new technologies in the supply chain should be underscored, as focusing on this matter and harnessing innovative technologies can lead to improved organizational performance and increased competitiveness.

Distribution optimization, supply chain, new technologies, artificial intelligence, Internet of Things