شناسایی و تببین شاخص های مؤثر بر برندسازی کسب و کار خانوادگی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
هدف تحقیق، شناسایی و سطح بندی شاخص های مؤثر بر برندسازی کسب وکارهای خانوادگی است. تحقیق از منظر هدف، کاربردی و از منظر روش، به صورت آمیخته است. مشارکت کنندگان در بخش اول (کیفی)، صاحب نظران، اساتید دانشگاه در حوزه پژوهش و مدیران کسب وکارهای خانوادگی بودند و در بخش دوم (کمی)، مدیران و کارمندهای باسابقه از جمله پاسخ دهندگان سؤالات پرسشنامه انتخاب شدند. ابزار گردآوری داده ها در بخش اول، مبتنی بر مصاحبه نیمه ساختاریافته و در بخش دوم، پرسشنامه بوده است. روش تجزیه وتحلیل داده ها در مرحله اول، مبتنی بر مرور نظام مند مبانی نظری و تحلیل مضمون (رویکرد انعکاسی) بوده و در مرحله دوم برای سنجش تأثیرگذارترین و تأثیرپذیرترین متغیرها از مدل سازی تفسیری - ساختاری استفاده شده است. بعد از جمع آوری کلیه مقالات این حوزه و همچنین تعداد 8 مصاحبه نیمه ساختاریافته با جامعه هدف، 30 عامل شناسایی و نهایتاً 10 عامل از مبانی نظری و 2 عامل از بخش کیفی در قالب مبانی اصلی برندسازی کسب وکارهای خانوادگی انتخاب شدند که در بخش نهایی نتایج بیان شد که رهبر ماهر، توانایی پذیرش ریسک توسط مدیران و افراد متخصص بالا تأثیرگذارترین عوامل و عوامل پایداری در کیفیت، تعیین قیمت و استفاده از جدیدترین فناوری های تبلیغاتی تأثیرپذیرترین عوامل پژوهش حاضر هستند. نتایج پژوهش حاضر می تواند مبانی جدیدی در جهت تشکیل و ثبات برندسازی کسب وکارهای خانوادگی در کشور فراهم نماید.Identifying and explaining how to affect indicators on family business branding
Introduction:
One of the main challenges in family businesses is the issue of branding, and there are no necessary platforms to reach a foreign and international brand. Researchers have conducted various research in the field of internal brandings, such as Shaker Ardakani (2011) and Sharifi et al. (2018) on training and customer orientation and risk-taking of managers, Alayu and Mazda (2017) on government support factors, infrastructure, and expert and efficient people, Konking et al. (2016) quality factor, Aramesh et al. (2017) considered infrastructure factors, customer orientation, competitors, strong team as key indicators; But no research has fully investigated the effective indicators in creating family businesses, and the current research tries to answer this gap. Due to the importance of family businesses in Gilan province and its large number, such as cookies, tea, handicrafts, etc,. the challenge of branding is very important. Family businesses in Gilan province have caused economic growth and job creation, and also Gilan province has a high reputation due to family businesses, considering the position of studying family businesses, this province can play an important role in the economic development of the country. Family businesses, as a global economic organization, can help increase income and employment in countries. For this reason, their investigation and study can be useful for economic development to increase the productivity and growth of these companies, preserve and develop national capital, create national and international brands, and develop entrepreneurship in the country. Also, the great capacity of Gilan province is that all supply and development chain processes exist in Gilan province; But this province has failed to create a national and international brand; Therefore, it is necessary to examine the influence of the effective factors in the branding of family businesses that lead to its survival and transmission to the next generations. Therefore, the main issue of the research is, what are the effective factors in creating the brand of family businesses? And what will be the most effective and influential factors?
Methodology:
This research is applied in terms of purpose, in terms of the nature of qualitative and quantitative (mixed) data, based on the library and field research environment, and terms of the type of exploratory research. The statistical population of the research in the qualitative part was experts and experts in family businesses in the food industry of Gilan province, and in the quantitative part, specialists and family business managers along with their long-term employees were selected. The sampling method of the research in both stages was non-probably targeted. The sample size of the research is divided into two parts, the first part of 8 people and the second part of 10 people. Data collection method in two ways 1. Qualitative stage, the data collection tool is semi-structured interviews. 2. Quantitative stage, the data collection tool is a questionnaire. The method of data analysis is used in the first stage to answer the main question of the research, thematic analysis (reflective approach) and semi-structured interview, and in the second stage to answer the second and third sub-questions of the research, interpretive-structural modeling (ISM) and questionnaire are used.
Results and Discussion:
To achieve the goal, 3 parts are used, which are summarized as follows, the first part: is a systematic review of the literature from which 16 indicators were extracted, including political factors, economic factors, social factors, cultural factors, technology factors, internal factors were quality stability, brand loyalty, training to employees, knowing the interests of customers, competitors, support from the government, capital, expert and efficient people, advertising and pricing. Based on the summation of cases, these indicators were finalized in 10 dimensions. In the second part, based on semi-structured interviews with family business experts, 2 new factors have been added, which include: the ability to accept risk by managers and skilled leaders, finally, by combining the first and second parts, based on the number of frequencies, 10 factors from the literature and 2 factors It was determined from the interview. These factors are classified into 2 micro and macro levels.
Conclusion:
In response to the second question, the most effective factor in branding the family business of retailers in the food industry of Gilan Province is Rahbar Maher, the ability to accept risk by managers and experts. In response to the third question, the most effective factors of stability in quality, pricing, and the use of the latest advertising technologies. These factors as the main axes can significantly accelerate the improvement and strengthening of the brand of family businesses.
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