ارائه الگوي برندسازي ملي در حوزه نخبگان و استعدادهاي برتر با رويكرد تئوري داده‌بنياد

Providing a Branding Model for Elite and top-Talented People With the Grounded Theory Approach

ﺑﺮﻧﺪﺳﺎزي ﻣﻠﯽ در ﺧﻼل ﺳﺎل ﻫﺎي اﺧﯿﺮ ﺑﻪ ﻃﻮر ﻣﺪاوم در ﺣﻮزهﻫﺎي ﻣﺨﺘﻠﻒ رو ﺑﻪ اﻓـﺰ اﯾﺶ اﺳـﺖ و اﯾـﻦ واﻗﻌﯿﺖ ﮐﻪ ﺳﺮزﻣﯿﻦ و ﺟﺎﻣﻌﻪ اﯾﺮاﻧﯽ ﺑﺴﺘﺮي ﻧﺨﺒﻪ ﭘﺮور اﺳﺖ، اﯾﻦ اﻧﮕﯿﺰه را ﺑﻪ وﺟﻮد ﻣﯽ آورد ﮐـﻪ ﺑﺮﻧﺪﺳـﺎزي ﻣﻠﯽ در ﺣﻮزه ﻧﺨﺒﮕﺎن ﺻﻮرت ﭘﺬﯾﺮد ﺗﺎ ﺑﺘﻮان از اﯾﻦ واﻗﻌﯿﺖ ﺟﻬﺖ ﻣﺘﻤﺎﯾﺰ ﮐﺮدن ﮐﺸـﻮر و ﺟـﺬب ﻧﺨﺒﮕـﺎن و اﺳﺘﻌﺪادﻫﺎي ﺑﺮﺗﺮ داﺧﻠﯽ و ﺧﺎرﺟﯽ اﺳﺘﻔﺎده ﮐﺮد. ﺑﺮاﯾﻦ اﺳﺎس ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺎ ﻫﺪف ﻃﺮاﺣﯽ ﻣﺪل ﺑﺮﻧﺪ ﻣﻠـﯽ در ﺣﻮزه ﻧﺨﺒﮕﺎن و اﺳﺘﻌﺪادﻫﺎي ﺑﺮﺗﺮ ﻋﺮﺻﻪ ﻋﻠﻢ و ﻓﻨﺎوري اﻧﺠﺎم ﺷﺪه اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣـﺎري ﭘـﮋوﻫﺶ ﺷـﺎﻣﻞ ﻧﺨﺒﮕﺎن، ﻣﺪﯾﺮان و ﻣﻌﺎوﻧﺖﻫﺎي ﺑﻨﯿﺎد ﻣﻠﯽ ﻧﺨﺒﮕﺎن و اﺳﺎﺗﯿﺪ و ﻣﺤﻘﻘﺎن ﻣـﯽ ﺑﺎﺷـﻨﺪ. ﻧﻤﻮﻧـﻪ آﻣـﺎري ﺑـﻪ روش ﻫﺪﻓﻤﻨﺪ ﻗﻀﺎوﺗﯽ ﺑﻪ ﺗﻌﺪاد 14 ﻧﻔﺮ اﻧﺘﺨﺎب ﺷﺪه اﻧﺪ. اﺑـﺰار ﮔـﺮدآوري داده ﻫـﺎ ﺷـﺎﻣﻞ ﻣﻄﺎﻟﻌـﺎت ﮐﺘﺎﺑﺨﺎﻧـﻪ اي و ﻣﺼﺎﺣﺒﻪ ﻧﯿﻤﻪ ﺳﺎﺧﺘﺎرﯾﺎﻓﺘﻪ ﺑﺎ ﺧﺒﺮﮔﺎن ﺑﻮده اﺳﺖ. ﺑـﺎ اﺳـﺘﻔﺎده از ﻣﻌﯿﺎرﻫـﺎي ﻣﻘﺒﻮﻟﯿـﺖ و ﻗﺎﺑﻠﯿـﺖ ﺗﺎﺋﯿـﺪ 2 و ﻫﻤﭽﻨﯿﻦ ﻣﯿﺰان ﭘﺎﯾﺎﯾﯽ ﺑﺎز آزﻣﻮن )ﺑﺎﻟﻎ ﺑـﺮ 85 درﺻـﺪ ( از رواﯾـﯽ و ﭘﺎﯾـﺎﯾﯽ ﻧﺘـﺎﯾﺞ اﻃﻤﯿﻨـﺎن ﺣﺎﺻـﻞ ﺷـﺪ.ﺗﺠﺰﯾﻪ وﺗﺤﻠﯿﻞ داده ﻫﺎ ﺑﺎ روﯾﮑﺮد ﮐﯿﻔﯽ و ﺑﺎ اﺳﺘﻔﺎده از روش ﺗﺌﻮري داده ﺑﻨﯿﺎد اﻧﺠﺎم ﺷﺪ و ﻓﺮآﯾﻨﺪ ﮐﺪﮔـﺬاري در ﺳﻪ ﻣﺮﺣﻠﻪ ﮐﺪﮔﺬاري ﺑﺎز، ﻣﺤﻮري و اﻧﺘﺨﺎﺑﯽ اﺟﺮا ﮔﺮدﯾﺪ. ﺑﺮاﯾﻦ ﻣﺒﻨﺎ، ﯾﮑﺎﯾﮏ اﺟﺰاي ﭘـﺎراداﯾﻢ ﮐﺪﮔـﺬاري ﺗﺸﺮﯾﺢ و ﻣﺪل ﺑﺮﻧﺪﺳﺎزي ﻣﻠﯽ در ﺣﻮزه ﻧﺨﺒﮕﺎن و اﺳﺘﻌﺪادﻫﺎي ﺑﺮﺗﺮ ﺗﺮﺳﯿﻢ ﮔﺮدﯾﺪ و در ﭘﺎﯾﺎن ﻧﻈﺮﯾﻪ ﻣﺒﺘﻨـﯽﺑﺮ 6 ﻗﻀﯿﻪ ﮐﻠﯽ ﺧﻠﻖ ﺷﺪ.

National branding has been steadily growing in various areas over the recent years, and the fact that Iran is an entrepreneur, creates the incentive for, so that it can be applied The country diffrentiation and the attraction of the elite and the top –talented national and and foreign pepole. Accordingly, the present study aims to design a national brand model in the field of elites and the top – talented people in the field of science and technology. The statistical population of the research includes elites, managers and assistants of the National Foundation of the Elites, and professors and researchers. 14 people were purposefuling selected as the research sample. Data collection tools were library studies and semi-structured interviews with experts. The data analysis was carried out using a qualitative approach, i.e. the Grounded Theory Method and the coding process was performed in three stages: open, axial and selective coding. Based on this, each component of the coding paradigm of the narrative and the model of branding in the field of elite and superior talent were drawn and at the end of the theory based on 6 general theories were created. Key words: national branding, elite and talent superior, theory of data base