Presenting an Entrepreneurial Brand Building Model to Knowledge-Based Firms

Journal of System Management

مقاله 7، دوره 6، شماره 1، شهریور 2020، صفحه 79-112   

نوع مقاله: Research Paper

شناسه دیجیتال (DOI): 10.30495/jsm.2020.673651

نویسندگان

Shiva Shabani¹؛ Ali Badizadeh^{* 1}؛ Hamid Reza Saeedniya²؛ Kambiz Hiedarzadeh²

¹Department of Accounting & Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran

²Department of Management, Science and Research Branch, Islamic Azad University, Tehran, Iran

چکیده

According to the matter of knowledge-based businesses development in economic development and job creation of the state, it is so important to identify effective strategies and factors in developing entrepreneurship, supporting commercializing and branding of knowledge-based businesses and the environment in which these businesses fare formed. The purpose of the present research is offering an entrepreneurial branding model to knowledge-based firms. This is a qualitative research with the grounded theory approach. In this research, 20 experts of marketing, branding fields and managing directors of knowledge-based firms were studied through semi structured interviews by using purposive sampling method. Interviews were continued up to reach theoretical saturation point and after analyzing extracted codes in triple coding stages, 165 primary conceptual propositions were identified from open coding, 5 categorical propositions from axial coding and 23 main factors from selective coding and then the final model were extracted. In paradigm model of grounded theory, the pivotal phenomenon of the research has been considered the entrepreneurial branding process in the knowledge-based firms of the state and the casual, demographic and intervening conditions of this phenomenon were identified after fulfilling research stages. It was also offered the results and consequences of branding in these types of institutes in the model.

کلیدواژه‌ها

Brand؛ Branding؛ Entrepreneurial Brand Building؛ Knowledge-Based Firm

مراجع

Aaker, D. A. & Joachimsthaler, E. (2000). Brand leadership. Brandweek, 41(8), 30-38.

Abimbola, T. and Vallaster, C. (2001). Brand, organizational Identity and Reputation in SMEs: an Overview, Qualitative market Research: An International Journal, Vol. 10 Iss:4, pp. 341-348.

Boyle, E. (2003). A study of Entrepreneurial brand Building in the manufacturing sector in the UK, Journal of Product & Brand Management, Vol. 12 No. 2, pp. 79-93.

Bresciani, S. and Eppler, M. J . (2010). Brand new ventures? Insight on Start-Up’s branding practices, the Journal of Product and Brand Management, Vol. 19 no. 5, pp. 356-366.

Birks, M., Ysanne Chapman, R., & FACMHN, B. (2014). Doing Grounded Theory: Experiences From A Study On Designing Undergraduate Nursing Curricula In Australia, New York, NY, USA, pp. 41-59.

Corbin, J., & Strauss, A. (2008). Basics of qualitative research: Techniques and Procedures for developing grounded theory, Sage Publications, Inc.

Dasig Jr, D. (2014, February). User Experience of Embedded System students on Arduino and Field rogrammable Gate Array (FPGA). In proc. Of the Second Intl. Conf. on Advances in Applied Science and Environmental Engineering-ASEE (pp. 124-128).

Fillis, Ian . (2014). Biographical research as a methodology for understanding entrepreneurial marketing, Emerald Insight.

Gabrielsson, Mika. (2005). Branding strategies of Born Global, Journal of International Business, Helsinki School of Economics, P. O. Box 1210 (Lapuankatu 6), FIN-00101 Helsinki, Finland.

Juntunen, M. (2010). Co-creating Corporate Brands in Start-Ups, Journal of marketing Intelligence & planning, Vol. 30 No. 2, pp. 230-249.

Krake, F. B. G. F. M, (2005). Successful Brand Management in SNEs: A New theory and Practical Hints, Journal of Product & Brand Management, Vol. 14 no. 4, pp. 228-238.

Sexton, D. (2012). Why branding is critical to every business, Trump University Branding 101: How to build the most valuable asset of any business. John Wiley & Sons, Inc.