Presenting an Entrepreneurial Brand Building Model to Knowledge-Based Firms
محورهای موضوعی : Business Strategy
Shiva Shabani
1
(Department of Accounting & Management,
Qazvin Branch, Islamic Azad University, Qazvin, Iran)
Ali Badizadeh
2
(Department of Accounting & Management,
Qazvin Branch, Islamic Azad University, Qazvin, Iran)
Hamid Reza Saeedniya
3
(Department of Management, Science and Research Branch, Islamic Azad University, Tehran, Iran)
Kambiz Hiedarzadeh
4
(Department of Management, Science and Research Branch, Islamic Azad University, Tehran, Iran)
کلید واژه: branding, Knowledge-Based Firm, brand, Entrepreneurial Brand Building,
چکیده مقاله :
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.
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