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شناسایی پیشایند‌ها و پیامد‌های برند فردی کارآفرینان مطالعه موردی: کارآفرینان شهر اصفهان | ||
| پژوهشنامه مدیریت اجرایی | ||
| دوره 11، شماره 22، بهمن 1398، صفحه 207-228 اصل مقاله (698.96 K) | ||
| نوع مقاله: مدیریت و سازمان(اخلاق و مسئولیت اجتماعی، رهبری و تحول سازمانی، عملکرد سازمانی، ریسک، مدیریت منابع سازمانی، سطوح تحلیل سازمانی، بلوغ سازمانی، آسیب‌شناسی سازمانی، نظام اداری، . . . ) | ||
| شناسه دیجیتال (DOI): 10.22080/jem.2020.17732.3056 | ||
| نویسندگان | ||
| مجتبی امانی بنی1؛ علی نصر اصفهانی* 2؛ علی شائمی برزکی2؛ هادی تیموری2 | ||
| 1دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان،اصفهان،ایران | ||
| 2دانشیار ،گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان،اصفهان،ایران | ||
| تاریخ دریافت: 15 آذر 1398، تاریخ بازنگری: 15 بهمن 1398، تاریخ پذیرش: 14 اسفند 1398 | ||
| 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 | ||
| برند؛ برند فردی؛ پیامد برند فردی؛ کارآفرین؛ کسب وکار | ||
| عنوان مقاله [English] | ||
| Identifying the Causes and Outcomes of Entrepreneur's Personal Brand Case Study: Isfahan City Entrepreneurs | ||
| نویسندگان [English] | ||
| Mojtaba Amani Beni1؛ Ali Nasr Isfahani2؛ Ali Shaemi Barzoki2؛ Hadi Teymouri2 | ||
| 1PH.D.candidate, Faculty of administrative sciences and economics, University of Isfahan, Isfahan, Iran | ||
| 2Associate 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 | ||
| مراجع | ||
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