واکاوی و نگاشت عوامل موثر در برندسازی کسب و کار خانوادگی

زعیمی, مریم; ملک اخلاق, اسماعیل; عیوضی نژاد, سلمان

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ کارشناسی ارشد مدیریت بازرگانی گرایش بازاریابی، گروه مدیریت، دانشکده علوم انسانی، دانشگاه گیلان، رشت، ایران

² دانشیار، گروه مدیریت، دانشکده علوم انسانی، دانشگاه گیلان، رشت، ایران

³ دکتری مدیریت سیاست گذاری بازرگانی، گروه مدیریت، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران

چکیده

پژوهش حاضر به دنبال شناسایی و سطح‌بندی شاخص‌های موثر بر برندسازی کسب‌وکارهای خانوادگی بوده است. این پژوهش از منظر هدف، کاربردی و از منظر روش، به‌صورت آمیخته می‌باشد. جامعه پژوهش در بخش اول (کیفی) صاحب‌نظران، اساتید دانشگاه مرتبط با حوزه پژوهش و مدیران کسب‌وکارهای خانوادگی بودند و در بخش دوم (کمی) مدیران و کارمندهای باسابقه به‌عنوان پاسخ‌دهندگان به سوالات پرسشنامه انتخاب شدند. ابزار گردآوری داده‌ها در بخش اول مبتنی بر مصاحبه نیمه‌ساختاریافته و در بخش دوم پرسشنامه بوده است. روش تجزیه‌وتحلیل داده‌ها در مرحله اول مبتنی بر مرور نظام‌مند ادبیات نظری و تحلیل مضمون (رویکرد انعکاسی) بوده و در مرحله دوم برای سنجش تأثیرگذارترین و تأثیرپذیرترین متغیرها از مدل‌سازی تفسیری - ساختاری (ISM) استفاده شده است بعد از جمع‌آوری کلیه مقالات انجام شده در این حوزه و همچنین تعداد 8 مصاحبه نیمه‌ساختاریافته با جامعه هدف، نهایتاً 16 عامل از ادبیات نظری و 4 عامل از بخش کیفی به‌عنوان مبانی اصلی برندسازی کسب‌وکارهای خانوادگی انتخاب شدند که در بخش نهایی نتایج حاصل از این فعالیت نشان داد که حمایت دولت، نقش رهبر توانمند، سرمایه اولیه بالا تأثیرگذارترین عوامل و سیستم قیمت‌گذاری، کیفیت، بسته‌بندی مناسب تأثیرپذیری عوامل پژوهش حاضر هستند. نتایج پژوهش حاضر می‌تواند مبانی جدیدی در جهت تشکیل و ثبات برندسازی کسب‌وکارهای خانوادگی در کشور باشد.

کلیدواژه‌ها

عنوان مقاله [English]

Exploring and mapping of effective factors in the branding of family businesses

نویسندگان [English]

Maryam Zaeimi ¹
esmaeil malek akhlagh ²
salman eivazinezhad ³

¹ Master of Business Administration-Marketing, Department of Management, Faculty of Humanities, Gilan University, Rasht

² Associate Professor, Department of Business Management, University of Guilan, Rasht, Iran

³ PhD in Business Policy Management, Department of Management, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran

چکیده [English]

The The current research has sought to identify and level indicators that are effective in branding family businesses. This research is applied from the objective point of view and mixed from the method point of view. The research community in the first part (qualitative) was experts, university professors related to the research field and managers of family businesses, and in the second part (quantitative),senior managers and employees were selected as respondents to the questionnaire questions. The data collection tool was based on semi-structured interview in the first part and questionnaire in the second part. The method of data analysis in the first stage is based on a systematic review of theoretical literature and thematic analysis (reflective approach) and in the second stage Interpretive-Structural Modeling (ISM) has been used to measure the most influential variables. after collecting all the articles done in this domain as well as the number of 8 semi-structured interviews with the target community, finally 16 factors from the theoretical literature and 4 factors from the qualitative section were selected as the main foundations of family business branding, which in the final part of the results of this activity showed that government support, the role of a powerful leader, High initial capital is the most influential factors and pricing system, quality, suitable packaging are the influencing factors of this research. The results of the present research can be new foundations for the formation and stability of branding of family businesses in the country.

کلیدواژه‌ها [English]

branding
family business
family business branding
exploring and mapping

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پژوهش های مدیریت در ایران

واکاوی و نگاشت عوامل موثر در برندسازی کسب و کار خانوادگی

مراجع

مراجع

دوره 28، شماره 1
فروردین 1403
صفحه 1-21

واکاوی و نگاشت عوامل موثر در برندسازی کسب و کار خانوادگی

مراجع

مراجع

دوره 28، شماره 1فروردین 1403صفحه 1-21

دوره 28، شماره 1
فروردین 1403
صفحه 1-21