Epistemology of M
Epistemology of Media Entrepreneurship and its Measuring
in Media Organization
Neda Soleimani 1Seyed
Morteza Razavi2, Aliakbar Farhangi3, Bagher Sarokhani,4
1PhD Student in Media Management, Department
of Management ,Science and Research Branch, Islamic Azad University, Tehran,
Iran
2Assistant professor, Department of Management
Tehran University, visiting prof. of Science and
Research Branch, Islamic Azad University, Tehran, Iran
3Full Professor, Department of Management, Science and Research Branch, Islamic Azad University,Tehran, Iran
4Full
Professor, Department of Sociology, Science
and Research Branch, Islamic Azad University,Tehran, Iran
Abstract: The
present study aims to develop an Intrapreneurship framework for advertising
agencies, to achieve the desired framework a depth interview was done with 15
key informants who were involved in dimensions of problem and had useful and
ongoing experiences about the research subject. The research methodology used
was based on qualitative research method, the Grounded Theory (GT), through
explorative interviews with these informants their internal structure of values,
attitudes and also experiences were explored based on the research subject.
Through a purposeful sampling, informants were selected from three groups that
have involved with the issue of research. Sampling was performed based on
"theatrical saturation". Then, open coding and axial coding were
applied on data obtained through interviews and selective coding was performed
accordingly. Totally, 570 initial conceptual statements from the open coding
and 114 categorical statements from the axial coding were obtained. Ultimately,
in selective coding hypotheses reflecting the generalized relations among
categories were clearly recognized and GT model appeared. This model has four
theories, causal factors, conditions and areas, agency and action (strategies
and interventions), outputs, outcomes and results. Based on three
dimensional model (3-D model) three groups of behavioral,
contextual and structural factors studied in the cause of
entrepreneurship in advertising agencies, based on the obtained model, the main
phenomenon is the weaknesses of professional management and absence of
professional training and business environment, in other word this model
explains that under what conditions, this phenomenon happens and what factors
are most effective in occurrence of entrepreneurial phenomenon. Informants
explain this phenomenon by its causal factors, expressing that: "which
factors are effective in forming the weaknesses of professional management and absence
of professional training and business environment?"-"which agencies
and actions (interventions and strategies) affect the purpose?"-"how
does this process lead to outcomes that guarantee the formation of
Intrapreneurship in Advertising guild and consequently, maturation and
expansion of business areas?"
[Razavi SM, Farhangi A, Sarokhani B, Soleimani N. Epistemology
of Media Entrepreneurship and its Measuring in Media Organization. Life
Sci J 2013; 10(1):561-576] (ISSN: 1097-8135).http://www.lifesciencesite.com. 91
Key Words: Media Organizations Entrepreneurship, Grounded Theory
(GT), Advertising agencies Full Text 91
