طراحی الگوی فرآیند کارآفرینی مبتنی بر برندسازی: مورد مطالعه برند پنتر در صنعت نوشت افزار

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشجوی دکترای کارآفرینی، پردیس بین المللی کیش، دانشگاه تهران

2 دانشیار،گروه کسب و کار جدید، دانشکده کارآفرینی دانشگاه تهران

3 دانشیار دانشکده کارآفرینی دانشگاه تهران

چکیده

هدف: کارآفرینی مبتنی بر برندسازی(Brandpreneurship) به‌عنوان مفهومی جدید، از ترکیب دو مفهوم برندسازی و کارآفرینی می‌باشد. در دیدگاه کارآفرینی مبتنی بر برندسازی، برندسازی مبنای تمام فعالیت‌های کسب‌وکار جدید می‌باشد که توسط کارآفرین انجام می‌شود. هدف از این پژوهش بررسی و شناسایی مراحل فرایند کارآفرینی مبتنی بر برندسازی در کسب‌وکارهای نوپا می باشد.
روش‌شناسی: رویکرد پژوهشی مورداستفاده کیفی از نوع مطالعه تک موردی هست که داده‌ها از طریقِ مطالعه منابع مستند و مصاحبه‌های مبتنی بر رویداد با ۱۱ نفر شامل بنیان‌گذار و اعضای تیم مؤسس برند پنتر، به‌وسیله نمونه‌گیری هدفمند و به کمک نرم‌افزار اطلس تی. نسخه۷ جمع‌آوری گردیده است.
یافته‌ها: بر اساس نتایج مصاحبه، ۶ بعد برای فرایند کارآفرینی مبتنی بر برندسازی شناسایی گردید: "هم‌آوری منابع"، " پیاده‌سازی ایده و فراهم نمودن زمینه کسب‌وکار مبتنی بر برند "، "مشروعیت بخشی هم‌زمان به کسب‌وکار و برند"، "ایجاد کسب‌وکار نوپای مبتنی بر برند"، "تولد کسب و کار نوپای مبتنی بر برند"، "رشد کسب‌وکار جدید مبتنی بر برند".
نتیجه‌گیری: الگوی کارآفرینی مبتنی بر برندسازی تمرکز بر هم‌زمانی راه‌اندازی کسب و ایجاد برند و یا حتی تقدم بر ایجاد و مشروعیت بخشی برند بر راه‌اندازی کسب‌وکار را تأکید دارد و توجه به مراحل و توالی به‌کارگیری این الگو می‌تواند زمینه پایداری، بقاپذیری و رشد کسب‌وکار جدید مبتنی بر برند را فراهم آورد.

کلیدواژه‌ها

عنوان مقاله [English]

Designing the pattern of Brandpreneurship Process: Case Study of the Panter Brand in the Stationery Industry

نویسندگان [English]

  • Mehrdad Aalipour Herisi 1
  • Jahangir Yadollahi Farsi 2
  • Mohammad Reza Zali 3
1 CEO of Aalitahrir Parsian Co. /Panter brand
2 Associate Professor, New Venture Creation Department, Faculty of Entrepreneurship, University of Tehran
3 Associate Professor, Corporate Entrepreneurship Department, Faculty of Entrepreneurship
چکیده [English]

Objective: ”Brandpreneurship” as a new concept is a conceptual combination of “brand” and “entrepreneurship”. In the “Brandpreneurship” view, branding is the basis of all new venture activities which are performed by the entrepreneur. The purpose of this study is to investigate and identify the stages of the Brandpreneurship process in startups.
Methodology: The approach used in this study is a qualitative – single case study, through which data was collected using documents and event-based interviews with 11 people, including the founder and founding members of the Panter brand, by purposive sampling using Atlas.ti 7.
Finding: Based on the results of the interviews, 6 dimensions were identified for Brandpreneurship: "gathering resources", " Implementation of the idea and providing the ground for brand-based business", "simultaneous legitimation of business and brand", "creating a brand-based start-up", "Birth of brand-based start-up ", and "growing a brand-based start-up".
Conclusion: The Brandpreneurship pattern emphasizes focusing on the simultaneous start-up of the business and the creation of the brand, or even the priority of creating and legitimizing the brand on the start-up of the business. And paying attention to the steps and sequence of using this model can provide the basis for the sustainability, viability, and growth of a brand-based business.

کلیدواژه‌ها [English]

  • Entrepreneurship Process
  • Branding
  • Brand Oriented
  • start-ups
  • Thematic Analysis

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  • تاریخ دریافت: 12 آذر 1400
  • تاریخ بازنگری: 09 دی 1400
  • تاریخ پذیرش: 10 دی 1400

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