شهرت ملی؛ مفاهیم، چالش‌ها و رویکردها

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دکتری مدیریت بازرگانی، مرکز تحصیلات تکمیلی دانشگاه پیام نور، تهران، ایران

2 دانشیار، گروه مدیریت اجرایی وMBA ، دانشگاه پیام نور، تهران، ایران

10.29252/bar.9.18.269

چکیده

موضوع شهرت سازمانی از سال‌ها قبل توسط پژوهشگران مطرح شده و مورد بررسی قرار گرفته است. اما موضوع شهرت ملی به عنوان موضوعی جدید  در مراحل اولیه نظریه‌پردازی می‌باشد. هدف از پژوهش حاضر، تبیین مدل مفهومی شهرت ملی می‌باشد. این مدل می‌تواند به عنوان یک الگو توسط سیاستگذاران و پژوهشگران حوزه‌های مختلف به ویژه اقتصاد و تجارت کشور مورد استفاده قرار گیرد. روش تحقیق مورد استفاده در پژوهش، روش کیفی تئوری سازی داده بنیاد می‌باشد. در گام نخست این روش، برای شناسایی و تعریف مفاهیم مرتبط موضوع شهرت ملی، ادبیات مرتبط با آن مورد بررسی قرار گرفته و در گام بعد، با انجام مصاحبه با مدیران اجرایی دولتی، مدیران ارشد بخش خصوصی و اساتید رشته مدیریت، مدل شهرت ملی بر اساس رویکرد ساختارمند این روش، تبیین گردیده است. در پایان نیز به چالش‌های برندسازی ملی و راهکارهایی برای اجرای آن اشاره شده است.

کلیدواژه‌ها


عنوان مقاله [English]

National Reputation: Concepts, Challenges and Approaches

نویسندگان [English]

  • Saeid Najm Roshan 1
  • Mohammad Mahmoudi Maymand 2
1 Ph.D. in Commercial Management, Payame Noor University
2 Associate Professor, Department of Business Administration & MBA, Payame Noor University
چکیده [English]

Organizational reputation has been raised and explained by researchers in recent years. But theorizing of national reputation, as a new subject, is in its early stages. The aim of this study is to propose a conceptual model for national reputation. This model can be used as a template by policy makers and researchers in various fields, especially the economy and trade of Iran. The method used in this research is qualitative grounded theorization. In order to identify and define the concepts related to national reputation, the corresponding literature has been studied in the first step. In the next step, the national reputation model has been clarified through interviews with official executives, private sector executives and management professors, based on the grounded theory research method. In the end, the nation branding challenges and strategies are discussed for the implementation of the model.

کلیدواژه‌ها [English]

  • National identity
  • Soft power
  • Nation branding
  • Grounded theory model
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