ارائه مدل برندسازی شخصی مربی کسب‌وکار بر اساس نظریه داده بنیاد

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشکده کارآفرینی دانشگاه تهران

2 دانشگاه تهران

چکیده

امروزه بحث برندسازی شخصی به یکی از مباحث روز در بازاریابی تبدیل‌شده است. با توجه به اهمیت روزافزون آن، هدف پژوهش حاضر ارائه مدل برندسازی شخصی برای مربیان کسب‌و‌کار است. پژوهش حاضر با رویکردی کیفی و روش نظریه مبتنی برداده انجام‌شده است. در این پژوهش با استفاده از روش نمونهگیری نظری، با 11 نفر از مربیان کسب‌و‌کار مصاحبه صورت گرفت. سپس دادهها تحلیل شدند و 72 گزاره مفهومی اولیه از کدگذاری باز، 23 گزاره مقوله‌ای از کدگذاری محوری و 6 عامل اصلی از کدگذاری انتخابی، شناسایی شد. بر اساس نتایج پژوهش پدیده اصلی این پژوهش فرآیند برندسازی شخصی در نظر گرفته‌شده که با توجه به شرایط علی (الگوهای انگیزشی، الگو نقش، افزایش تقاضا)، عوامل زمینه‌ای (زیرساخت‌های فردی، عوامل فرهنگی)، عوامل مداخله‌گر (زیرساخت‌های قانونی، شرایط اقتصادی، محیط رقابتی در صنعت) شکل‌گرفته است و از طریق راهبردهای کاربرد تکنیک‌های بازاریابی، تعیین چارچوب استاندارد عملکرد، استفاده از انواع رسانه‌های گروهی، حضور فیزیکی فعال، اعتمادسازی، ایجاد تمایز، نگرش اجتماعی به چهار دسته پیامد توسعه کسب‌و‌کار، پذیرش اجتماعی، افزایش درآمد، افزایش اعتبار منجر می‌شود.

کلیدواژه‌ها


عنوان مقاله [English]

A personal branding model for business coaches based on the grounded theory

نویسندگان [English]

  • Mohammad Azizi 1
  • Sahar Bahadorifar 2
  • Amir Ekhlasi 2
1 faculty of Entrepreneurship- University Of Tehran
2 university Of Tehran
چکیده [English]

 
Today, the branding subject has become one of the most important topics in marketing. Considering its increasing importance, the purpose of this research is to provide a branding model for business coaches. This research has been conducted with a qualitative approach and the grounded theory method. In this research, interviews were conducted with 11 business coaches using theoretical sampling method. Then, the data were analyzed and 72 initial conceptual statements of open coding, 23 categories of pivotal coding and 6 main factors of selective coding were identified. Based on the research results, the main phenomenon of this research is the personal branding process which has been considered the causal conditions (motivational patterns, role model, increasing demand), context factors (individual infrastructure, cultural factors), intervening factors (legal infrastructure, economic conditions, The competitive environment in the industry has been formed through marketing strategies, the establishment of a standard of performance, the use of a variety of media, active physical presence, building trust, creating differentiation, social attitudes into the four categories of business development outcomes, social acceptance, increased incomes, Increase credibility.

کلیدواژه‌ها [English]

  • : business coach
  • personal branding
  • grounded theory method
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