Designing an Entrepreneurial Branding Framework Effective on Dynamic Capabilities in Small and Medium-sized Businesses in the Book Publishing Industry

Document Type : Original Article

Authors

1 Ph.D. Candidate, Department of Business Management, Aras International Campus, University of Tehran, Jolfa, Iran.

2 Associate Prof., Department of Corporate Entrepreneurship, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran.

3 Department of Marketing Management, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran

4 Associate Prof., Department of Business Management, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran.

Abstract

Objective
Many studies depict marketing, particularly branding, as one of the challenges faced by small and medium-sized enterprises (SMEs). Although branding ranks as a top priority for SMEs, they tend to concentrate more on day-to-day activities like sales rather than on branding endeavors. Consequently, brand management often does not receive high priority among SMEs. Despite the crucial role of branding in SME growth, scant attention has been devoted to it in the literature. Therefore, there is a need for greater focus on branding in SME literature, given its significance in customer outreach, sustainability, and resource utilization. The brand serves as a strategic resource generated within the company, capable of enhancing the company's vision and capabilities and facilitating logical and emotional interactions with customers. Hence, the efficacy of branding strategies hinges on the advantages offered by the brand itself. Given that branding in SMEs remains a relatively underexplored research area, this study aims to contribute new empirical data, particularly in the book industry, to address this gap.
On the other hand, while it is evident that branding plays a pivotal role in the success of many businesses, particularly in developing countries like Iran, limited research has been conducted, especially concerning the acquisition and selection of branding strategies in SMEs. Therefore, this research seeks to design entrepreneurial branding strategies tailored to the dynamic capabilities of SMEs in the publishing industry, focusing on areas where knowledge is lacking.
Research Methodology
The research adopts a qualitative approach, employing a multiple case study strategy to investigate businesses in the book publishing industry. Given that the unit of analysis is at the company level, the study's statistical population comprises active managers and founders with experience in branding and brand management within the Tehran book publishing industry. Data collection involved the use of an interview protocol with the event-based STAR method. Additionally, multiple data sources, including interviews, documents, evidence, and observation, were utilized. Purposeful sampling continued until theoretical saturation was achieved, ensuring that the obtained information was nearly exhaustive. This saturation was reached after the 14th interview, and to bolster research reliability, semi-structured interviews continued until the 20th interview. The interviews lasted approximately 60 to 120 minutes each. The thematic analysis method was employed to analyze the interview data, with coding performed using Atlas.ti software version 7. The validity and reliability of the coded themes were confirmed through qualitative research validation methods, including review by two coders and peer review, resulting in a validity score of 74%, considered highly desirable according to Chin (1998).
Findings
The data obtained from participant interviews were coded using the thematic analysis method as follows:

Initial Codes: The researchers initially familiarized themselves with the interview text, identifying basic content and creating initial codes such as copyright infringement, limited book genres, and uniformity across departments.
Selective Coding and Theme Creation: Codes with semantic and conceptual affinity were grouped together to form main and sub-themes, generating new meanings and words.
Theme Definition and Naming: Main themes were introduced and explained, highlighting the aspects of the data each theme encompassed. Five essential steps and two internal and external components influencing entrepreneurial branding in SMEs were identified based on interviews and documents. These steps include "Triggers of Idea Generation," "Paths of Brand Idea Generation," "Brand Concept Formation," "Brand Evaluation," and "Brand Exploitation and Development."

 
Discussion & Conclusion
The process of entrepreneurial branding in SMEs comprises five main steps and two components that influence branding and capability emergence throughout this process. The first step involves primary triggers in ideation to enter the business world, followed by the creation of an idea path through accidental discovery, deliberate search, or legacy. Subsequently, the brand concept is formed, evolving through brand identity and brand imagery. The fourth step entails brand evaluation, measured through desirability and feasibility, leading to brand exploitation and development, where entrepreneurs translate thoughts into action, creating and developing brand-based businesses. This process is influenced by internal components such as human resource characteristics and manager/brand owner personality, as well as external factors like industry and market characteristics and legal and socio-demographic environments. The entrepreneurial process is inherently embedded within the social and environmental context of the entrepreneur.

Keywords

Main Subjects

References

 
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Media Management Review
Volume 2, Issue 4
2023
Pages 416-439

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