Iranian Journal of Trade Studies

Iranian Journal of Trade Studies

Designing a Paradigmatic Model of Entrepreneurship Focusing on Brand Development in Small and Medium Enterprises (SMEs)

Document Type : Research Paper

Authors
Hossein Goudarzipour 1
Hamed Abasi Nami, 2
Jahangir Yadollahi Farsi 3
Ahmad Rahchamani 4
1 Department of Entrepreneurship, QA.C., Islamic Azad university, Qazvin, Iran.
2 , Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 Professor, Department of Business, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran
4 , Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
10.22034/ijts.2025.2055527.4122
Abstract
Brand development is one of the critical success factors for entrepreneurial companies in small and medium-sized enterprises (SMEs), yet it has received limited attention in previous studies. In this regard, the present study was conducted with the aim of designing a paradigmatic entrepreneurship model focusing on brand development in SMEs.This research is an applied-developmental study in terms of purpose and a non-experimental (descriptive) cross-sectional survey in terms of the data collection method. Data were collected using semi-structured interviews and questionnaires. The Holsti coefficient was employed to validate the qualitative data analysis. The research participants included managers from the National Entrepreneurship Organization of Iran and the Strategic Entrepreneurship Studies Center.
Using theoretical sampling and after reaching theoretical saturation, 15 experts participated in the qualitative phase. Data analysis was carried out using grounded theory with MAXQDA software for the qualitative phase and the fuzzy SWARA method with Excel for the quantitative phase. According to the research model, causal conditions (technological human resources, entrepreneurial personality, commitment to product/service quality, and customer experience) affect the core phenomenon (brand-based entrepreneurship). The core phenomenon, contextual conditions (innovative culture and technological infrastructure), and intervening conditions (business risks and political-governmental factors) influence strategies and actions (brand development). Ultimately, these strategies and actions lead to outcomes such as the development of brand-based businesses, growth off actory-free production platforms, national economic development, and national brand development.
 

Highlights

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شهبازی، سارا. (1403). مدیریت کارآفرینی در توسعه برندسازی مد و لباس. مدیریت، گردشگری و تکنولوژی، 8(1)، 393-412. https://civilica.com/doc/2042122

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Adula, M., & Kant, S. (2025). Impact of Smart Entrepreneurship and Territorial Marketing on Regional Branding: Case of Ethiopia. In Sustainable and Intelligent Territorial Marketing and Entrepreneurship (pp. 229-256). IGI Global. http://dx.doi.org/10.4018/979-8-3693-9775-6.ch008

Alayoubi, M. M., Al Shobaki, M. J., & Abu-Naser, S. S. (2020). Requirements for Applying the Strategic Entrepreneurship as an Entry Point to Enhance Technical Innovation: Case Study-Palestine Technical College-Deir al-Balah. (pp.527-539) http://dx.doi.org/10.1007/978-3-031-20601-6_44

Astner, H., & Gaddefors, J. (2025). Founders and their brands: how founder identity matters in small firm branding. Qualitative Market Research: An International Journal, 28(1), 101-121. http://dx.doi.org/10.1007/978-3-031-20601-6_44

Bhamra, M., Kishore, K., & Pal, S. (2024). A review of SME clusters and the need for cluster branding in India. International Journal of Entrepreneurship and Small Business, 51(1), 19-38. https://doi.org/10.1504/IJESB.2024.135218

Chansongpol, T., Hamid, A. B. A., Photchanachan, S., Raza, H., Silapapisan, S., Junngam, B., & Yaakub, N. I. (2022). Impact of Entrepreneurial branding, entrepreneurial norms, entrepreneurial ecosystem and entrepreneurial Zhong Yong Thinking on entrepreneurial growth a neuro entrepreneurship perspective. NeuroQuantology, 20(5), 1013-1025. http://dx.doi.org/10.14704/nq.2022.20.5.NQ22244

Fluhrer, P. (2024). Entrepreneurial Branding-The Strategic Role of Positioning and Storytelling. International Entrepreneurship and Management Journal, 14(4), 883-925. http://hdl.handle.net/10900/159753

Gabrielsson, P., Kusi, S. Y., & Baumgarth, C. (2022). How classical and entrepreneurial brand management increases the performance of internationalising SMEs?. Journal of World Business, 57(5), 101311. http://dx.doi.org/10.1016/j.jwb.2022.101311

Guba, E. G., & Lincoln, Y. S. (1982). Epistemological and methodological bases of naturalistic inquiry. ECTJ, 30(4), 233-252.

Hsu, P. H., Li, F., & Nozawa, Y. (2025). Options trading, managerial risk-taking, and brand development. Journal of Banking & Finance, 170, 107319. https://doi.org/10.1016/j.jbankfin.2024.107319

Keršuliene, V., Zavadskas, E. K., & Turskis, Z. (2010). Selection of rational dispute resolution method by applying new step‐wise weight assessment ratio analysis (SWARA). Journal of business economics and management, 11(2), 243-258. http://dx.doi.org/10.3846/jbem.2010.12

Kusi, S. Y., Gabrielsson, P., & Baumgarth, C. (2022). How classical and entrepreneurial brand management increases the performance of internationalising SMEs?. Journal of World Business, 57(5), 301-311. https://doi.org/10.1016/j.jwb.2022.101311 b

Miller, E., Cross, L., & Lopez. M. (2010). Sampling in qualitative research. FBB research group, 19(3), 249-261.

Mintzberg, H. (1973). Strategy-making in three modes. California management review, 16(2), 44-53. https://doi.org/10.2307/41164491

Nanere, M., Siaila, S., Ralahallo, F. N., Turukay, E., & Regar, E. (2025). BRANDING TECHNIQUES SUCCESSFUL YOUNG ENTREPRENEURS (PKM INTERNATIONAL ON NEW ENTREPRENEURSHIP). Community Development Journal: Jurnal Pengabdian Masyarakat, 6(1), 1300-1302. https://doi.org/10.31004/cdj.v6i1.41364  

Nguyen, N. P., & Mogaji, E. (2022). Brand development through sustainability certifications in emerging markets: Adoption of B Corporation Certification in Vietnam. Marketing Communications and Brand Development in Emerging Markets. 14(3), 233-255. http://dx.doi.org/10.1007/978-3-030-95581-6_10

Pakura, S., & Rudeloff, C. (2023). How entrepreneurs build brands and reputation with social media PR: empirical insights from start-ups in Germany. Journal of Small Business & Entrepreneurship, 35(2), 153-180. http://dx.doi.org/10.1080/08276331.2020.1728490

Partanen, V. (2021). The Value of Branding for Entrepreneurs–A look into Finnish SMEs and their branding, 48(1),739-742. http://dx.doi.org/10.1108/14715201111176426

Phuong, D. T., Nogalski, B., & Nguyen, T. H. (2024). Analyze and Compare the Brand Development Process by Viettravel and Saigontourist. IFR Journal of Economics and Business Management, 1(1), 57-75. http://dx.doi.org/10.70146/ebmv01i01.006

Rubio, M., Linuesa, J., Gutiérrez, S., & Sastre, M. A. (2024). How to improve market performance through competitive strategy and innovation in entrepreneurial SMEs. International Entrepreneurship and Management Journal, 1-30. http://dx.doi.org/10.1007/s11365-024-00947-9

Strauss, A., & Corbin, J. (1998). Basics of qualitative research techniques.

Suomi, K., & Aro, K. (2025). Bricolage and Entrepreneurial Branding in Finnish Tourism Business SMEs. Corporate Reputation Review, 1-20. http://dx.doi.org/10.1057/s41299-024-00215-0

Thomas, L. D., Snihur, Y., Garud, R., & Phillips, N. (2022). Entrepreneurial framing: A literature review and future research directions. Entrepreneurship Theory and Practice, 46(3), 578-606. http://dx.doi.org/10.1177/10422587211000336

Yuan, S., Li, J., & Wu, J. (2023). Examining the Promotional Effect and Mechanism of Innovative City Pilot Policy on City Brand Development. Sustainability, 15(3), 2179. http://dx.doi.org/10.3390/su15032179

Zhao, K., Sanmugam, A., & Aravindan, K. L. (2025). Driving sustainability in the green entrepreneurial intentions among SMEs in the Electric vehicle component industry. Discover Sustainability, 6(1), 4. https://link.springer.com/10.1007/s43621-024-00667-8

 

 

 

Keywords
Entrepreneurship, Brand Development, Small and Medium-Sized Enterprises, Paradigmatic Model, Entrepreneurial Branding

Subjects

امامی، مرتضی؛ وکیل‌الرعایا، یونس؛ زرگر، سیدمحمد. (1402). بررسی عملکرد برند شرکت‌های کوچک و متوسط با تکنیک تحلیل مقایسه‌ای کیفی فازی با تأکید بر نقش کارآفرینی. تعاون و کشاورزی، 12 (45)، 118-133. https://elmnet.ir/doc/2486853-4239
زنوزی، حسن؛ حیدری، عباس. (1400). بررسی تأثیر بازارگرایی در بهبود و توسعه عملکرد برند شرکت‌ها. رویکردهای پژوهشی نوین مدیریت، 5 (55)، 65-76. https://civilica.com/doc/1351504/
شهبازی، سارا. (1403). مدیریت کارآفرینی در توسعه برندسازی مد و لباس. مدیریت، گردشگری و تکنولوژی، 8(1)، 393-412. https://civilica.com/doc/2042122
 
Adula, M., & Kant, S. (2025). Impact of Smart Entrepreneurship and Territorial Marketing on Regional Branding: Case of Ethiopia. In Sustainable and Intelligent Territorial Marketing and Entrepreneurship (pp. 229-256). IGI Global. http://dx.doi.org/10.4018/979-8-3693-9775-6.ch008
Alayoubi, M. M., Al Shobaki, M. J., & Abu-Naser, S. S. (2020). Requirements for Applying the Strategic Entrepreneurship as an Entry Point to Enhance Technical Innovation: Case Study-Palestine Technical College-Deir al-Balah. (pp.527-539) http://dx.doi.org/10.1007/978-3-031-20601-6_44
Astner, H., & Gaddefors, J. (2025). Founders and their brands: how founder identity matters in small firm branding. Qualitative Market Research: An International Journal, 28(1), 101-121. http://dx.doi.org/10.1007/978-3-031-20601-6_44
Bhamra, M., Kishore, K., & Pal, S. (2024). A review of SME clusters and the need for cluster branding in India. International Journal of Entrepreneurship and Small Business, 51(1), 19-38. https://doi.org/10.1504/IJESB.2024.135218
Chansongpol, T., Hamid, A. B. A., Photchanachan, S., Raza, H., Silapapisan, S., Junngam, B., & Yaakub, N. I. (2022). Impact of Entrepreneurial branding, entrepreneurial norms, entrepreneurial ecosystem and entrepreneurial Zhong Yong Thinking on entrepreneurial growth a neuro entrepreneurship perspective. NeuroQuantology, 20(5), 1013-1025. http://dx.doi.org/10.14704/nq.2022.20.5.NQ22244
Fluhrer, P. (2024). Entrepreneurial Branding-The Strategic Role of Positioning and Storytelling. International Entrepreneurship and Management Journal, 14(4), 883-925. http://hdl.handle.net/10900/159753
Gabrielsson, P., Kusi, S. Y., & Baumgarth, C. (2022). How classical and entrepreneurial brand management increases the performance of internationalising SMEs?. Journal of World Business, 57(5), 101311. http://dx.doi.org/10.1016/j.jwb.2022.101311
Guba, E. G., & Lincoln, Y. S. (1982). Epistemological and methodological bases of naturalistic inquiry. ECTJ, 30(4), 233-252.
Hsu, P. H., Li, F., & Nozawa, Y. (2025). Options trading, managerial risk-taking, and brand development. Journal of Banking & Finance, 170, 107319. https://doi.org/10.1016/j.jbankfin.2024.107319
Keršuliene, V., Zavadskas, E. K., & Turskis, Z. (2010). Selection of rational dispute resolution method by applying new step‐wise weight assessment ratio analysis (SWARA). Journal of business economics and management, 11(2), 243-258. http://dx.doi.org/10.3846/jbem.2010.12
Kusi, S. Y., Gabrielsson, P., & Baumgarth, C. (2022). How classical and entrepreneurial brand management increases the performance of internationalising SMEs?. Journal of World Business, 57(5), 301-311. https://doi.org/10.1016/j.jwb.2022.101311 b
Miller, E., Cross, L., & Lopez. M. (2010). Sampling in qualitative research. FBB research group, 19(3), 249-261.
Mintzberg, H. (1973). Strategy-making in three modes. California management review, 16(2), 44-53. https://doi.org/10.2307/41164491
Nanere, M., Siaila, S., Ralahallo, F. N., Turukay, E., & Regar, E. (2025). BRANDING TECHNIQUES SUCCESSFUL YOUNG ENTREPRENEURS (PKM INTERNATIONAL ON NEW ENTREPRENEURSHIP). Community Development Journal: Jurnal Pengabdian Masyarakat, 6(1), 1300-1302. https://doi.org/10.31004/cdj.v6i1.41364  
Nguyen, N. P., & Mogaji, E. (2022). Brand development through sustainability certifications in emerging markets: Adoption of B Corporation Certification in Vietnam. Marketing Communications and Brand Development in Emerging Markets. 14(3), 233-255. http://dx.doi.org/10.1007/978-3-030-95581-6_10
Pakura, S., & Rudeloff, C. (2023). How entrepreneurs build brands and reputation with social media PR: empirical insights from start-ups in Germany. Journal of Small Business & Entrepreneurship, 35(2), 153-180. http://dx.doi.org/10.1080/08276331.2020.1728490
Partanen, V. (2021). The Value of Branding for Entrepreneurs–A look into Finnish SMEs and their branding, 48(1),739-742. http://dx.doi.org/10.1108/14715201111176426
Phuong, D. T., Nogalski, B., & Nguyen, T. H. (2024). Analyze and Compare the Brand Development Process by Viettravel and Saigontourist. IFR Journal of Economics and Business Management, 1(1), 57-75. http://dx.doi.org/10.70146/ebmv01i01.006
Rubio, M., Linuesa, J., Gutiérrez, S., & Sastre, M. A. (2024). How to improve market performance through competitive strategy and innovation in entrepreneurial SMEs. International Entrepreneurship and Management Journal, 1-30. http://dx.doi.org/10.1007/s11365-024-00947-9
Strauss, A., & Corbin, J. (1998). Basics of qualitative research techniques.
Suomi, K., & Aro, K. (2025). Bricolage and Entrepreneurial Branding in Finnish Tourism Business SMEs. Corporate Reputation Review, 1-20. http://dx.doi.org/10.1057/s41299-024-00215-0
Thomas, L. D., Snihur, Y., Garud, R., & Phillips, N. (2022). Entrepreneurial framing: A literature review and future research directions. Entrepreneurship Theory and Practice, 46(3), 578-606. http://dx.doi.org/10.1177/10422587211000336
Yuan, S., Li, J., & Wu, J. (2023). Examining the Promotional Effect and Mechanism of Innovative City Pilot Policy on City Brand Development. Sustainability, 15(3), 2179. http://dx.doi.org/10.3390/su15032179
Zhao, K., Sanmugam, A., & Aravindan, K. L. (2025). Driving sustainability in the green entrepreneurial intentions among SMEs in the Electric vehicle component industry. Discover Sustainability, 6(1), 4. https://link.springer.com/10.1007/s43621-024-00667-8
 
 
 

  • Receive Date 09 March 2025
  • Revise Date 11 May 2025
  • Accept Date 11 May 2025