Presenting an entrepreneurial marketing model by focusing on the the brand value in food industries based on grounded theory

Subject Areas : Entrepreneur

majidreza mansourkhaki ¹ , aboulfazl ardeshir tajzade namin ² , Ali Badizadeh ³

1 -
2 - Allame taba'i university
3 - Department of Management and Accounting, Qazvin Branch, Islamic Azad University,Qazvin

Received: 2025-01-16 Accepted : 2025-09-04 Published : 2025-11-23

Keywords: Modeling, Entrepreneurial Marketing, Brand Value, Food Industry, Grounded Theory.,

Abstract :

Entrepreneurial marketing is the result of the combination of the two concepts of marketing and entrepreneurship. Therefore, it is logical to say that entrepreneurial marketing is a combination of innovative, proactive and risky activities that create and exchange value through and for customers, entrepreneurs, marketers, partners and society at large. The present study has studied and examined the entrepreneurial marketing model with a focus on brand equity in the food industry. The methodology of this study is a mixed or qualitative-quantitative method that uses the grounded theory method. In the qualitative part, interviews were conducted with 15 experts in this field and a conceptual framework for the study was developed using the grounded theory based on the six components considered by Strauss-Corbin. The results show that important factors affecting the development and application of entrepreneurial marketing with a focus on brand equity in the food industry in the dimension of causal conditions (18) components such as brand value and strategic planning, etc., intervening conditions (17) such as the use of new technologies and risk-taking, etc., contextual conditions (9) such as social factors and technological factors, through eighteen strategies in line with the development of entrepreneurial marketing (such as product diversity and customer relationship management, etc.) which will lead to consequences (10) components such as the development of the entrepreneur's personal brand and economic growth, etc.

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