Presenting the model of personal branding of entrepreneurs in order to increase the profitability in Iran automobile industry based on grounded theory

Subject Areas : Financial Economics

Abolghasem Pahlavan ¹ , Hamid Saeedi ^{2 *} , Mohammad Ali Abdolvand ³ , Hamidreza Saeidnia ⁴

1 - PHD student, Department of Entrepreneurship, Economic and Management unit, , Science and Research branch, Islamic Azad University, Tehran, Iran
2 - Assistant professor, Department of business administration, Imam Khomeini unit(Ray), university, Islamic Azad university, Tehran, Iran (corresponding Author)
3 - Assistant professor, Department of Business Management,, Economics and Management unit, , Science and Research branch, Islamic Azad University, Tehran, Iran.
4 - Associate Professor, Department of Business Management, North Tehran Unit, Islamic Azad University,, Tehran, Iran

Received: 2022-08-30 Accepted : 2024-08-11 Published : 2025-03-08

Keywords: Personal Branding, Entrepreneur, Profitability, Automotive industry,

Abstract :

In highly competitive environment, entrepreneurs are facing various challenges in starting up and managing businesses, including increasing overhead costs and financial bankruptcy; By adopting approaches and executive policies, business entrepreneurs can play an important role in averting and preventing bankruptcy, as well as increasing the profitability of industries, especially the automobile industry. Considering the increasing growth of entrepreneurial activities, personal branding as one of the main solutions can be effective in the development of industries and the foundation of profit and growth areas, particularly in this challenging industry. The current study is conducted to create a model of the effective factors on the personal branding of entrepreneurs to increase the profitability in this industry. The participants are 12 managers selected via available and targeted sampling and the data is collected through interviews in the form of grounded theory. Based on the results of the research, the main factors influencing the strengthening of the personal branding of entrepreneurs in the automobile industry were identified and classified in the form of a paradigm model of the grounded theory of according to the opinions of experts. Causal variables include individual driving factors and environmental driving factors, intervention variables include facilitators, contextual variables include technology utilization, application of new industry and customer-oriented methods. Strategic variables include the personal branding power of entrepreneurs. The outcome of the model leads to the development of innovation, increasing profitability and market share.