نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 استادیار گروه مدیریت، دانشکدۀ علوم انسانی، دانشگاه حضرت معصومه (س)، قم، ایران
2 دانشجو کارشناسی ارشد دانشگاه قم
3 دانشجو کارشناسی ارشد دانشکده مدیریت دانشگاه قم
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
Objective: Internal branding is one of the most important topics for effective and successful branding of organizations. Research on internal branding is very sparse. This research has tried to systematically examine and categorize internal branding strategies, tools, and strategies so that they can be presented as a model and implemented in the organization.
Method: The current research is based on the meta combination approach. It is a qualitative approach to present a synthesis of research findings to create a conceptual framework and summarize concepts for easier access for use in future empirical research. According to the purpose of the research, the first 356 selected articles and finally 68 valid articles were examined. The research community is all articles published in Latin and Persian magazines in reliable scientific databases and in the time (2010 to 2022), (1390 to 1401).
Results: Using the content analysis method on 68 selected articles, in total two main categories including strategies and solutions and tools and 12 concepts including strategies (strategies for institutionalizing ideologies in the organization, strategies for institutionalizing values of the organization, interaction strategies with external stakeholders, employee matching strategies with the brand, leadership strategies, brand-oriented strategies at the macro level, tools and solutions including (tools and solutions for institutionalizing values in the organization, tools, and solutions for institutionalizing ideology in the organization, tools, and solutions for interacting with the organization's stakeholders, tools and solutions Employee fit with the brand, leadership tools and strategies, and macro-level brand-based tools) and 63 codes were discovered and labeled in this research.
Conclusion: According to the obtained results, strategies and tools are presented from two perspectives of focus (internal and external) and the number of organizational changes required for their implementation (gradual and fundamental), and finally a four-part format for its implementation is presented. Strategies and strategies for interaction with external stakeholders, based on the research model, are related to the outside in terms of focus and the amount of change required in the gradual part. Macro-level brand-oriented strategies, tools, and strategies based on the research model are related in terms of focus, and terms of the number of fundamental changes. Strategies and strategies for employees fit with the brand and leadership strategies and strategies that are based on the research model in terms of internal focus and the number of changes required in the gradual sector. The strategies and strategies of institutionalizing ideologies in the organization and the strategies and strategies of institutionalizing values in the organization are related to the outside in terms of focus based on the research model and are in the basic part in terms of the amount of change required, this four-part model is validated by Experts and university professors have been confirmed. The current research model helps researchers and organizations to improve the level and depth of knowledge in the field of internal branding, because, in a comprehensive view, they get to know the strategies, tools, and solutions for implementing internal branding and its variables and components.
کلیدواژه‌ها [English]
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