واکاوی شاخص‌های شکل‌دهنده جایگاه برند در اکوسیستم کارآفرینی ایران

مهدیه  بازگیر; سید حسن حاتمی نسب; شهناز نایب زاده

Authors

Mahdiyeh Bazgir Department of Business Management, Ya.C., Islamic Azad University, Yazd, Iran Author https://orcid.org/0009-0007-1784-2844
Seyyed Hassan Hataminasab Department of Management, Ya. C., Islamic Azad University, Yazd, Iran https://orcid.org/0000-0002-3921-9857
Shahnaz Nayebzadeh Department of Business Management, Ya.C., Islamic Azad University, Yazd, Iran Author https://orcid.org/0000-0003-1063-0631

Keywords:

Brand positioning, entrepreneurship ecosystem, entrepreneurial branding, brand management, and brand legitimization

Abstract

This study aimed to identify and explain the indicators shaping brand position in Iran’s entrepreneurial ecosystem and to develop an integrated model of the relationships among the factors contributing to the formation and enhancement of brand position. This applied study employed a qualitative-inductive approach within an interpretivist paradigm and used grounded theory based on the Strauss and Corbin framework. The study population comprised relevant scientific documents and literature as well as academic and executive experts in entrepreneurship and branding. Participants were selected through purposive sampling, and semi-structured interviews were conducted with 12 experts until theoretical saturation was reached. Data were analyzed using MAXQDA through open, axial, and selective coding. The trustworthiness of the qualitative findings was assessed through credibility, dependability, confirmability, and transferability criteria. Data analysis yielded 141 initial codes, 25 concepts, and 13 categories. The resulting paradigmatic model indicated that brand position in Iran’s entrepreneurial ecosystem emerges from multidimensional interactions among market perceptions of the brand, brand identity, brand management, cultural context, educational infrastructure, financing mechanisms, innovation infrastructure, and the institutional environment. Brand management emerged as the central phenomenon, while entrepreneurial networking, institutional collaboration, strategic brand development, and market development represented the principal strategies connecting ecosystem capacities to market and economic outcomes. The main consequences included enhanced customer loyalty, improved brand market performance, increased market share and sales, and ultimately a stronger brand position within the entrepreneurial ecosystem. The final position of the brand was therefore shaped by the dynamic interaction of causal, contextual, intervening, and strategic conditions. Brand position in Iran’s entrepreneurial ecosystem is a strategic, multidimensional, and ecosystem-based construct rather than merely an outcome of promotional or marketing activities. Establishing a strong brand position requires synergy among brand identity and management, institutional and cultural capacities, financial and educational resources, and network interactions. Accordingly, start-ups and small and medium-sized enterprises can strengthen their legitimacy, access to resources, market performance, and competitiveness through coherent brand management, stronger ecosystem relationships, and the creation of meaningful differentiation and market trust.

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