نوع مقاله : بنیادی

نویسندگان

• فریبا مصری عیسی لو ¹
• ناصر سیف اللهی ²
• قاسم زارعی ³

¹ دانشجوی کارشناسی ارشد کارآفرینی گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

² استاد گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی ، اردبیل ، ایران

³ استاد گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

چکیده

کارآفرینی دیجیتال به‌عنوان یک مفهوم نوین و کلیدی در عرصه کسب‌وکارها شناخته می‌شود و به معنای استفاده از فرصت‌های ایجاد شده از طریق اینترنت، فناوری موبایل و رسانه‌های جدید است. هدف اصلی تحقیق حاضر طراحی مدل کارآفرینی ‌دیجیتالی زنان برای مشاغل‌خانگی است. این تحقیق از نظر هدف کاربردی و از نظر روش کیفی و با استفاده از رویکرد داده بنیاد اشتراواس و کوربین انجام گرفته و از نظر ماهیت اکتشافی می‌باشد. جامعه آماری پژوهش از جمله اساتید دانشگاهی و کارآفرینانی هستند که از طریق رسانه‌های اجتماعی و فضای دیجیتال کسب‌وکار خانگی راه‌اندازی کرده اند. همچنین در این تحقیق از روش نمونه‌گیری هدفمند و گاهاً گلوله برفی استفاده شد. ابزار گردآوری داده‌ها به صورت مصاحبه‌های عمیق و نیمه ساختاریافته ‌بود که با 14 نفر مصاحبه انجام گرفته شد و تا رسیدن به اشباع نظری پیش رفت و متن حاصل از مصاحبه‌ها با استفاده از نرم‌افزار Maxqda و با فنون کدگذاری و به صورت تحلیل محتوای آشکار و نهفته تحلیل شدند و در نهایت مدل پارادایمی ارائه گردید. نتایج بیانگر این است که توانمندسازی‌کارآفرینانه، فناوری، عوامل فردی به عنوان شرایط علی؛ فرصت‌ها، زیرساخت‌ها، دانش افراد، محتوایی به عنوان عوامل زمینه‌ای؛ عوامل درونی و برقراری ارتباطات مؤثر به عنوان شرایط مداخله‌گر کارآفرینی دیجیتال برای مشاغل‌خانگی هستند. در این راستا راهبردهای پیشنهاد شده شامل استراتژی بازاریابی دیجیتال، قوانین و مقررات دیجیتال، رهبری و مدیریت متخصص، پتانسیل تبلیغات اینترنتی هستند که کاربست این راهبردها منجر به پیامدهایی نظیر ایجاد شبکه‌ای از روابط فراملی، ارزش‌آفرینی شغلی برای زنان، عملکرد اقتصادی می‌گردد.

کلیدواژه‌ها

• رویکرد داده بنیاد
• کارآفرینی دیجیتالی زنان
• مشاغل خانگی

موضوعات

• کارآفرینی

عنوان مقاله [English]

Designing a Digital Entrepreneurship Model for Women in Home-Based Businesses with a Grounded Theory Approach

نویسندگان [English]

• Fariba Mesri Eisalo ¹
• Naser Seifollahi ²
• Ghasem Zarei ³

¹ Master of Entrepreneurship, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran

² Professor, Department of Business Management, Faculty of Social Sciences,University of Mohaghegh Ardabili, Ardabil, Iran

³ Professor, Department of Business Management, Faculty of Social Sciences,University of Mohaghegh Ardabili, Ardabil, Iran

چکیده [English]

One of the primary goals of economic development in various countries, including Iran, is reducing unemployment and fostering business growth. Unemployment, recognized as a destructive social and cultural phenomenon, remains a critical concern for economic planners. Addressing this issue requires focusing on human resources and optimizing productivity, which are strategic objectives in any country's economic development plan. Studies show that in Iran, only about 10 percent of entrepreneurs succeed in starting their business activities, while the remaining 90 percent are unable to move beyond the initial stages. Consequently, a high rate of failure is observed in the early stages of new businesses, with over 20 percent failing within the first year, and by the sixth year, this figure rises to 66 percent.



In recent years, the fourth industrial revolution, alongside the rapid expansion of the internet and information and communication technologies (ICT), has played a crucial role in economic development worldwide. These technological advancements have not only contributed to increases in gross domestic product (GDP), but they have also created job opportunities, reduced poverty, and enhanced overall economic participation. Moreover, ICTs act as powerful mediating tools for entrepreneurship, particularly by enabling new opportunities for digital entrepreneurs. As Joseph Schumpeter, a prominent entrepreneurship theorist, emphasized, entrepreneurship in the era of technology will become a major driver of economic power globally.



Digital entrepreneurship refers to the exploitation of opportunities created by digital technologies, such as the internet, mobile devices, and new media, to facilitate the exchange of goods, services, and knowledge. It serves as a tool for empowerment and promotes economic participation, particularly for marginalized and low-income groups. Digital entrepreneurship is no longer limited to information technology (IT) companies or the tech sector; it has become essential for every industry and business function. Through their innovative approaches, digital entrepreneurs have had a profound impact on the global economy, particularly over the past decade. Companies like Google, Facebook, Microsoft, and Apple have reshaped not only the business landscape but also the way people interact in everyday life.



Simultaneously, home businesses have gained considerable attention for their flexibility in providing products and services, with the possibility of managing them from any location, particularly homes. Many governments actively promote home-based businesses across different segments of society, as these businesses play an essential role in driving technological change, fostering innovation, and increasing productivity. Home businesses are often considered ideal for starting private enterprises because of their simplicity and minimal investment requirements, often needing only a computer and an internet connection to operate. Home-based businesses can range from producing goods to providing services, and they have a lasting positive impact on economic growth and development.



Despite their potential, home businesses face unique challenges, including vulnerability to economic shocks and the lack of specialized knowledge required to succeed in the digital marketplace. To survive and thrive, home-based entrepreneurs must define clear strategies, identify their target market, and effectively market and sell their products. Moreover, digital entrepreneurs must pay special attention to cybersecurity, given the increasing threats in the online environment. These challenges are particularly acute for women entrepreneurs, who are often portrayed as invisible actors in the literature, despite being integral to the development of home-based enterprises throughout history.



The goal of this research is to address these challenges by designing a digital entrepreneurship model specifically for home-based businesses, with a particular focus on women entrepreneurs. By examining the conditions and challenges of home-based businesses in the digital economy, this research aims to help home entrepreneurs achieve greater success through the application of new technologies and entrepreneurial methodologies. Digital entrepreneurship not only empowers individuals by creating job opportunities but also contributes significantly to overall economic development. This study aims to provide a framework for enhancing the performance and competitiveness of home businesses, ensuring their survival amidst economic pressures.



This research is applied in nature, focusing on practical solutions for home-based entrepreneurs, and it employs a qualitative methodology based on the grounded theory approach developed by Strauss and Corbin. The research consists of three stages: open coding, axial coding, and selective coding, and is exploratory in nature. The statistical population for the study includes university professors and entrepreneurs who have successfully launched home-based businesses using social media and digital platforms. These individuals were selected using purposive sampling and occasionally snowball sampling methods. Data were collected through in-depth, semi-structured interviews with a total of 14 participants, continuing until theoretical saturation was reached.



The collected data were analyzed using Maxqda software, employing both manifest and latent content analysis in certain cases. Based on the coding and analysis, a paradigmatic model of digital entrepreneurship for home-based businesses was developed. The findings reveal that entrepreneurial empowerment, technology, and individual characteristics serve as the primary causal conditions for the success of digital home businesses. Contextual factors, such as opportunities, infrastructure, and knowledge of individuals, play a critical role in shaping the environment for digital entrepreneurship. Additionally, internal factors and effective communication are identified as intervening conditions that influence the success of digital entrepreneurship initiatives.



The research proposes several strategies for overcoming the challenges faced by home-based entrepreneurs in the digital economy. These include digital marketing strategies, compliance with digital regulations, expert leadership and management, and leveraging the potential of internet advertising. The application of these strategies leads to positive outcomes, such as creating a transnational network of business relationships, enhancing the value of jobs for women, and improving economic performance overall. This research fills existing gaps in the literature by providing a comprehensive framework for digital entrepreneurship, specifically designed for women in home-based businesses.



The study concludes that digital entrepreneurship holds great potential for empowering women and driving economic development. By leveraging digital technologies and platforms, home-based entrepreneurs can improve their economic situation and contribute to broader economic resilience and dynamism. Supportive frameworks and policies are needed to encourage the growth of digital entrepreneurship, particularly for women, who remain underrepresented in this field. As the digital economy continues to evolve, ongoing research and policy interventions will be necessary to create an enabling environment where home-based businesses can thrive and innovate in increasingly competitive markets.



Based on the study's findings, several recommendations are provided for home-based entrepreneurs, policymakers, and future researchers. The research also acknowledges its limitations, offering suggestions for overcoming these in future studies. Ultimately, this research contributes to a better understanding of how digital entrepreneurship can empower women in home-based businesses and accelerate economic development through innovative business practices and technology integration.

کلیدواژه‌ها [English]

• Digital entrepreneurship
• Grounded theory
• home businesses