شناسایی پیشایند‌ها و پیامد‌های برند فردی کارآفرینان مطالعه موردی: کارآفرینان شهر اصفهان

نوع مقاله: مدیریت سازمانی(چالشهای کسب وکار -اخلاق و مسولیت اجتماعی -تحول سازمانی - عملکرد سازمانی -ریسک)

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان،اصفهان،ایران

2 دانشیار ،گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان،اصفهان،ایران

10.22080/jem.2020.17732.3056

چکیده

هدف از این پژوهش طراحی مدلی جهت تعیین عوامل موثر بر برند سازی فردی کارآفرینان شهر اصفهان ‌می­­­­­­­­­‌‌­­­­­­­­­­­­­­­­­­­­‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌­­­­­­­­­­‌‌‌‌‌‌‌‌‌‌‌‌‌باشد این پژوهش با توجه به هدف توسعه ای و از نظر روش بنیادی- اکتشافی می‌باشد که به شیوه‌‌‌‌‌‌ی کیفی ‌‌انجام شده است. جامعه آماری شامل برند‌های فردی در زمینه کارآفرینی شهر اصفهان می‌باشد که تعداد 18 نفر به عنوان نمونه به روش هدفمند و با رعایت قاعده اشباع انتخاب شدند که ابزار جمع آوری داده‌ها به شیوه مصاحبه نیمه ساختار یافته است. یافته‌های پژوهش نشان داد دو دسته عوامل درونی و بیرونی بر برند سازی فردی کارآفرینان شهر اصفهان موثر  است. عوامل درونی شامل عوامل ظاهری، شخصیتی و شایستگی می­باشد که از خود فرد ناشی شده و محیط بیرون در آن نقشی ندارد ولی عوامل بیرونی شامل عوامل اجتماعی، خانوادگی و سازمانی بوده است که ریشه در محیط بیرون دارد و همچنین برند فردی سه دسته پیامد شامل پیامد فردی، اجتماعی و سازمانی را شامل ‌می‌‌شود. اگر فرد از پیامد­ها استفاده کند منافع فردی، اگر جامعه از آن منتفع گردد منافع اجتماعی و اگر سازمان را شامل شود پیامد سازمانی شناخته می­شود.

کلیدواژه‌ها


عنوان مقاله [English]

Identifying the Causes and Outcomes of Entrepreneur's Personal Brand Case Study: Isfahan City Entrepreneurs

نویسندگان [English]

  • Mojtaba Amani Beni 1
  • Ali Nasr Isfahani 2
  • Ali Shaemi Barzoki 2
  • Hadi Teymouri 2
1 PH.D.candidate, Faculty of administrative sciences and economics, University of Isfahan, Isfahan, Iran
2 Associate Professor, Department of Management, University of Isfahan, Isfahan, Iran
چکیده [English]

The purpose of this research is to design a model to  determine factors effecting on formation of personal brand between entrepreneurs in Isfahan city.This research is a kind of developing research based on the goal and based on the method is a  basic-exploratory research that is done in a qualitative manner. The statistical population of the research includes 18 personal brands of entrepreneurs in Isfahan city that had been selected in the purposeful sampling and with attention to  the saturation rule. The method of data collection is interview.The findings of the research in the qualitative section indicate that two categories of internal factor and external factors have influenced the formation of personal brand among entrepreneurs in Isfahan. Internal factor consist of apparent, personality and competency factor that arise from person and is not related to the invironment. External  factors consist of social, organizational and familial factor that rooted in environmental factor. Also, Personal brand consist of individual, organizational and social outcomes. If the outcome related to person is as an individual out come, and if is related to organization is know as organizational and if it is related to environment is call as environmental factor. Findings in the quantitative part of the research show that internal factor and external factors with impact factor of 52. and 54.  have influenced the formation of personal brand and personal brand. Personal brand  with impact factor of .58 influenced on personal brand outcomes.

کلیدواژه‌ها [English]

  • Brand
  • Personal Brand
  • Personal Brand Outcome
  • Entrepreneur
  • Business
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