Innovation Management in Defensive Organizations

Innovation Management in Defensive Organizations

Qualitative Analysis of Obstacles and Solutions of Organizational Branding of Public Services

Document Type : Original Article

Authors
Farshid Nazeriyan 1
Mohammad Javad Mahmoudi 2
Mohammad Aghayee 3
Nader Gharibnavaz 4
1 Phd Student of Business Management, Islamic Azad University, Quds City Branch, Quds City, Iran
2 Associate Prof. of Economics, Member of the Scientific Board of the Ministry of Science, Research and Technology, Tehran, Iran
3 Assistant Professor of Business Administration, Faculty of Management, Tarbiat Modares University, Tehran, Iran
4 Assistant Professor, Business Management Department, Islamic Azad University, Quds City Branch, Quds City, Iran.
10.22034/qjimdo.2024.441600.1663
Abstract
Background & Purpose: Having the Mobile Communications of Iran Company (MCI) with public and government facilities and infrastructure has led to not paying attention to organizational branding. The non-fulfillment of organizational branding in the shadow of monopoly and state enterprise has led to numerous challenges for the quantitative and qualitative development of the MCI in a competitive environment. Then, in the current research, a qualitative study of barriers and organizational branding solutions of MCI has been done.
Methodology: This research is based on qualitative method and grounded theory strategy. In this research, an in-depth interview was conducted with 14 managers and subject experts. The research data were analyzed based on the principles qualitative research during three stages of open, central and selective coding.
Findings: Based on data analysis, 184 primary concepts, 10 component categories and 34 major categories were extracted. According to the findings of the research, the problems caused by the conditions of sanctions and centralization in the policy-making system as a kind of structural obstacle have made the branding process of the MCI difficult. Also, the governance of the bureaucracy system and government management methods have made the existing conditions doubly challenging.
Conclusion: Based on the literature, in order to face the structural conditions, it is necessary to focus on social and cultural capacities and characteristics in order to facilitate the organizational branding process of MCI. Also, handing over management powers to the provinces and adopting interactive approaches were among the strategies that will have consequences such as increasing market share, strengthening the penetration rate and achieving goals.
Keywords
Grounded theory
branding
paradigm model
MCI
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