ارائه الگوی تدوین خط‌مشی‌های کارآفرینی اجتماعی در سازمان

مولائی, محمدایمان; انجم شعاع, زهرا; سلاجقه, سنجر; کمالی, محمد جلال; محمدباقری, مهدی

doi:10.22034/jnamm.2025.550542.1172

ارائه الگوی تدوین خط‌مشی‌های کارآفرینی اجتماعی در سازمان

نوع مقاله : مقاله پژوهشی( کیفی )

نویسندگان

محمدایمان مولائی ¹

زهرا انجم شعاع ²

سنجر سلاجقه ²

محمد جلال کمالی ²

مهدی محمدباقری ²

¹ مدیریت دولتی، واحد کرمان، دانشگاه آزاد اسلامی، کرمان، ایران

² گروه مدیریت، واحد کرمان، دانشگاه آزاد اسلامی، کرمان، ایران

https://doi.org/10.22034/jnamm.2025.550542.1172

چکیده

هدف این پژوهش ارائه الگوی تدوین خط‌مشی‌های کارآفرینی اجتماعی درسازمان کمیته امداد امام خمینی (ره) می باشد. روش پژوهش با توجه به هدف آن، توسعه ای - کاربردی و از حیث شیوه اجرا، کیفی می باشد. جامعه آماری این پژوهش شامل 17 نفر از اساتید دانشگاه، صاحب‌نظران کارآفرینی اجتماعی و مدیران ارشد کمیته امداد امام خمینی (ره) می‌باشد که به روش نمونه‌گیری هدفمند انتخاب شدند. ابزار گردآوری اطلاعات مصاحبه نیمه‎ ساختاریافته می باشد و مصاحبه‌ها تا دستیابی به اشباع نظری ادامه داشت. تجزیه و تحلیل داده ها از طریق کدگذاری به روش تحلیل مضمون و با استفاده از نرم‌افزار NVIVO ویراست 11 انجام شد. یافته های پژوهش نشان داد که مفاهیم استخراج‌شده مربوط به الگوی تدوین خط‌مشی‌های کارآفرینی اجتماعی در کمیته امداد حضرت امام خمینی (ره) شامل 94 مضمون، 30 مضمون پایه و 10 مضمون سازمان‌دهنده (ترسیم چشم‌انداز حامی کارآفرینی اجتماعی، ارتقا ظرفیت‌های کارآفرینی در سازمان، بهره‌برداری از فعالیت اقتصادی، ایجاد فرهنگ‌سازمانی کارآفرینانه، منابع انسانی خدمت گرا، مسئولیت اجتماعی کمیته امداد، ارزش‌آفرینی پایدار در سازمان، ایجاد تعاملات سازمانی، ترویج عدالت اجتماعی و کاهش فقر و بهبود عملکرد کارآفرینانه سازمان) می باشد.

کلیدواژه‌ها

خط مشی گذاری

کارآفرینی

کارآفرینی اجتماعی

تعاملات سازمانی

ارزش‌آفرینی پایدار

موضوعات

سایر موضوعات مرتبط با مدیریت کسب و کار و کارآفرینی و بازاریابی

عنوان مقاله English

Providing a model for developing social entrepreneurship policies in the organization

نویسندگان English

Mohammad Iman Molaie ¹

Zahra Anjom Shoa ²

sanjar salajeghe ²

Mohammad jalal kamali ²

Mehdi Mohammad Bagheri ²

¹ Public Administration, Kerman Branch, Islamic Azad University, Kerman, Iran

² Department of Management, Kerman Branch, Islamic Azad University, Kerman, Iran

چکیده English

Abstract
The aim of this study is to present a model for developing social entrepreneurship policies in the Imam Khomeini Relief Committee. The research method is developmental-applicable in terms of its purpose, and qualitative in terms of its implementation method. The statistical population of this study includes 17 university professors, social entrepreneurship experts, and senior managers of the Imam Khomeini Relief Committee (RA), selected through purposive sampling. The data collection tool is a semi-structured interview, and the interviews continued until theoretical saturation. Data analysis was performed through coding using the content analysis method and using NVIVO version 11 software. The research findings showed that the extracted concepts related to the model for developing social entrepreneurship policies in the Imam Khomeini Relief Committee include 94 themes, 30 basic themes, and 10 organizing themes (drawing a vision supporting social entrepreneurship, improving entrepreneurial capacities in the organization, utilizing economic activity, creating an entrepreneurial organizational culture, service-oriented human resources, social responsibility of the relief committee, creating sustainable value in the organization, creating organizational interactions, promoting social justice and reducing poverty, and improving the organization's entrepreneurial performance).
Introduction
Today, a new topic that has been considered in the field of entrepreneurship, along with organizational entrepreneurship, is social entrepreneurship. This type of entrepreneurship expresses the benefit of a social institution with an image of discipline, innovation, and social dependence and is rooted in human interactions and human social relations (Gelard et al., 2022). Social entrepreneurship is recognized as the most important tool for addressing social challenges and whenever the market and the public sector cannot cope with these challenges, social entrepreneurship emerges as an agent of change and a social organization as an organizational entity that considers the separatist sector as a customer, while being guided by the philosophy of harmonizing social and economic value (Choi et al., 2024).
Entrepreneurship is a process that involves recognizing, evaluating and exploiting opportunities to introduce new products, access new markets or raw materials by organizing efforts that did not exist before (Simeone et al., 2018). Social entrepreneurship is proposed as an innovative approach to addressing social needs with an emphasis on problem solving and social innovations that eliminate traditional boundaries between the private, public and non-governmental sectors. Defining social entrepreneurship and its conceptual boundaries is not an easy task; because the concept is inherently complex and the literature in this field is very new. The term, used in both the general and academic literature, covers a wide range of activities and innovations (Seifi et al., 2024).
According to the latest estimates, there were approximately ten million NGOs in the world in 2015. There are also about fourteen thousand NGOs in Iran. Of the total number of NGOs in the country, 5,409 operate under the title of People’s Charity Centers with the license of the Imam Khomeini Relief Committee. These centers consist of a number of local benefactors and trustees managed voluntarily and in a completely popular manner with a board of directors structure and usually in the manner of traditional charities. However, if we define social entrepreneurship as an effective, innovative, sustainable and voluntary response of individuals or social institutions to one or more social needs, then undoubtedly the charity centers of the Imam Khomeini Relief Committee, which are often providing social services in old and traditional ways, are still a long way from reaching the stage of social entrepreneurship. For this reason, one of the solutions to promote social entrepreneurship in the charity centers of the Imam Khomeini Relief Committee is to develop and present a desirable model of social entrepreneurship to transform the management methods of these centers. Therefore, in this research, we seek to answer the question: what is the model for developing social entrepreneurship policies in the Imam Khomeini Relief Committee organization?
Theoretical Framework
Social Entrepreneurship
"Social entrepreneurship is the activities and processes committed to discovering, defining, and exploiting opportunities to enhance social values, which are carried out through new actions and the management of existing organizations in an innovative manner" (Shahvand et al., 2022).
Bazoukar & Bagheri (2025) examined the presentation of the Islamic jurisprudence support model of social and economic entrepreneurship. The findings were extracted based on the research approach of 6 aspects, 26 components, and 76 codes. Managers and entrepreneurs should adopt and implement effective principles and strategies to achieve positive outcomes. The results showed that the rights support model of social and economic entrepreneurship was presented in the form of 26 components. Doozandeh Ziabari et al. (2025) examined the presentation of a social entrepreneurship model in the development of rural tourism in the tourism target villages of Gilan province. The results showed that traditional tourism entrepreneurship follows a capitalist approach, is highly profit-oriented, and ignores the social aspects of doing business, which may in turn cause further harm to already disadvantaged communities. Social entrepreneurship in tourism, referred to here as tourism social entrepreneurship, is positioned as a market-oriented approach to addressing various social problems through tourism entrepreneurship.
Research Methodology
The research method is developmental-applicable in terms of its purpose, and qualitative in terms of its implementation method. The statistical population of this study includes 17 university professors, social entrepreneurship experts, and senior managers of the Imam Khomeini Relief Committee, selected through purposive sampling. The data collection tool is a semi-structured interview, and the interviews continued until theoretical saturation was achieved.
Research Findings
Data analysis was carried out through coding using the content analysis method and using NVIVO version 11 software. The research findings showed that the extracted concepts related to the model for developing social entrepreneurship policies in the Imam Khomeini Relief Committee included 94 themes, 30 basic themes, and 10 organizing themes (drawing a vision supporting social entrepreneurship, improving entrepreneurial capacities in the organization, utilizing economic activity, creating an entrepreneurial organizational culture, service-oriented human resources, social responsibility of the relief committee, creating sustainable value in the organization, creating organizational interactions, promoting social justice and reducing poverty, and improving the organization's entrepreneurial performance).
Conclusion
The present study was conducted with the aim of presenting a model for developing social entrepreneurship policies in the Imam Khomeini Relief Committee. The results of this study are consistent with the studies of Bazoukar & Bagheri (2025), Doozandeh Ziabari et al. (2025), Blanco-Jiménez et al. (2024), Abhari & Hashempour (2024), Viswanath et al. (2024), Azizi & Mohammadi (2024), Chichevaliev et al. (2023), Cortes & Lee (2022), Nourpour et al. (2023), and Gelard et al. (2022). Abhari & Hashempour (2024) showed that there is a direct and significant relationship between social entrepreneurship and its various dimensions and components based on the multidimensional model of social entrepreneurship with environmental components that affect this concept; accordingly, the environmental component corresponding to the "risk-taking" element of "innovative behavior"; the concept of "creative and innovative spaces" and the pillar of "power of wisdom"; the concept of "coherence and integrity" and the pillar of "entrepreneurial virtue"; the concept of "moral values"; and finally the pillar of "identifying social opportunities" which is one of the pillars of social entrepreneurship is the concept of "common norms".
According to the results of the research, the following suggestions were made:
Participation in social projects Cooperation with non-profit organizations and charities to improve social conditions.
Creating awareness campaigns and launching educational campaigns to make people aware of social and environmental issues.

کلیدواژه‌ها English

Policymaking

Entrepreneurship

Social Entrepreneurship

Organizational Interactions

Sustainable Value Creation

Introduction

In modern marketing, with the approach of providing products in line with the needs and desires of customers and simultaneously considering the health and welfare of the community, it is necessary to take action to examine, analyze and recognize the needs of consumers along with considering ways to maintain the health of the community (Khalaji et al., 2022). The goal of the marketing system is not simply to maximize consumption, provide more choice for the consumer, or provide customer satisfaction; but rather to enhance the quality of life to the highest possible level; and quality of life does not only mean the quantity and quality of goods and services, but also the quality of the environment (Chegini Asli & Saleh Ardestani, 2016). Therefore, it should be considered that healthy and pollution-free products guarantee meeting needs while maintaining human and environmental health and hygiene, and considering that the organic industry has the highest level of environmental and human health maintenance (meysamizade et al., 2023),

Organic agriculture means growing agricultural products and raising livestock without the use of chemical fertilizers, pesticides, and genetically modified organisms or products, and is often considered a healthier and safer option than conventional products (Pouralijan et al., 2021). Organic food refers to natural foods free of any artificial chemicals, that is, foods that are generally known to be beneficial for individual health, the environment, and society as a whole (Roseira et al., 2022). Organic agriculture can act as an important factor in local development and has an impact on improving the economic conditions of farmers, cultivating social capital and strengthening their connection to the market (Andruszkiewicz & Wierzejski, 2024). In the last decade, environmental and social concerns have increased and consumers have become interested in food products with environmental, health and social characteristics, in other words, sustainable food products (Aqhasafari et al, 2020).

Determining consumer motivations for purchasing organic products and prioritizing these factors can provide a clear and complete picture to planners and policymakers in this sector so that, with a comprehensive understanding of the level of promotion of the structures affecting it, they can have a complete plan to implement the necessary support policies and fully respond to the needs of producers and consumers, so that ultimately the process of producing organic products can be expanded and enter the consumer market through appropriate marketing channels (Hezar Khani et al., 2023). Paying attention to the needs and demands of consumers is the first step to developing the organic products market because understanding consumer behavior and examining the factors affecting it plays a very important role in the success of any economic system (Karbasi & Sheibani, 2022). Attempts to conduct an extensive study are faced with a lack of articles. Understanding the characteristics and behavior of the target market and being aware of the issues that affect business are essential for effective marketing of organic food items (Raksha Shenoy et al., 2024). Therefore, the researcher intends to answer the question: What are the factors affecting the demand for organic products in Iran?

Theoretical Basis

Organic Product Buyer Behavior

Organic product buyer behavior is a set of decisions and reactions of consumers in selecting, purchasing, and using products that are in line with the principles of health, hygiene, and the environment. This behavior is influenced by individual, social, economic, cultural, and environmental factors and reflects consumers' willingness to purchase products that ensure personal and community health and support sustainable and environmentally friendly production (Safari et al., 2022).

Marketing Mix in Organic Product Buyer Behavior

Marketing mix is a set of organizational tools and actions that companies use to influence consumer decisions and behavior, including product, price, distribution, and advertising. In the context of organic products, the appropriate use of these tools plays an important role in gaining trust, increasing awareness, and strengthening consumer purchasing motivation. Product features, quality, packaging, and health and environmental certification labels are among the factors that influence buyer behavior and make consumers feel confident about the authenticity and value of the product (Hezar Khani et al., 2023).

Andruszkiewicz et al. (2024) conducted a study called “Comparative Analysis of Consumer Behavior of the Younger Generation in Poland and Germany with the Aim of Assessing Consumer Behavior of This Generation in the Context of Organic Food Market Trends”. The results showed that the Covid pandemic and the Ukrainian war have increased social uncertainty and inflation, which has reduced consumers’ purchasing power.

Kamboj et al. (2023) conducted a study called “Motivations for Intention to Buy Organic Food”. This study was conducted on 294 Indian consumers using a questionnaire method. The findings showed that functional value, quality, social norms, consumer innovation, and green trust have the greatest impact on purchase intention.

Research Method

The present study is applicable in terms of purpose, and qualitative in nature, with an exploratory approach, conducted to identify the factors affecting the demand for organic products in Iran. The theoretical framework of the study was formed based on the principles of consumer behavior and theories related to sustainable consumption, and in order to discover the underlying theory, the data-based theory approach with the systematic model of Strauss & Corbin (1998) was used. To collect data, semi-structured interviews were used with 15 academic experts, experts in the agricultural and environmental sectors, as well as activists in the organic products business, including producers, distributors, and consumers. Participants were selected using purposive sampling and observing the principle of theoretical saturation.

The interview protocol was developed based on the research objectives and theoretical background review. In the first stage, a list of 6 open-ended questions was designed that covered various aspects related to the demand for organic products. To increase content validity, the questions were provided to three experts in the field of agricultural marketing and consumption management, and necessary amendments were made after receiving feedback.

The interviews were conducted in person and in some cases online, and each session lasted between 45 and 60 minutes. While adhering to the framework of the questions, it was possible to ask supplementary questions based on the participants' responses to deepen and enrich the data. Before the start of each interview, the objectives of the research were explained to the participants and their informed consent was obtained.

The collected data were analyzed through three stages of open, axial, and selective coding. Review by the participants was used to validate the data, and triangulation of sources and the use of expert opinions were used to ensure reliability.

Research Findings

The present study showed that the behavior of buyers of organic products in Iran is influenced by a set of individual, economic, cultural and environmental factors. Education, information, smart marketing and access to diverse products are the most important strategies affecting consumer willingness. Also, demographic factors, moral values and laws and regulations act as a basis or barrier to the acceptance of these products.

Discussion and Conclusion

Data analysis showed that the behavior of buyers of organic products in Iran is influenced by a set of economic, cognitive, individual and personality and belief factors. In the economic dimension, household purchasing power was identified as a determining component. This finding shows that even if the consumer has a positive attitude or sufficient awareness about the benefits of organic products, financial constraints can prevent purchase. This result is consistent with the results of Safari et al. (2022) and Hasanzehi & Dadres Mokhtari (2021) and confirms the importance of the economic dimension in consumer purchasing behavior.

In the cognitive dimension, consumer awareness and knowledge related to the benefits of organic products had the greatest impact. The findings show that effective information and education increase purchase motivation; this result is consistent with the studies of Kamboj et al. (2023) and Roseira et al. (2022). Also, personal health concerns and beliefs related to a health-oriented lifestyle, similar to the study of Ayaviri-Nina et al. (2022), play an important role in choosing healthy products and show that consumers in Iran also pay special attention to their own and family's health.

Personality and belief factors were also effective. In particular, the influence of family and reference groups was identified as one of the most important components, indicating that social norms and recommendations from reference groups can shape purchasing behavior. This finding is consistent with the results of Roseira et al. (2022) and emphasizes that consumer purchasing behavior is not only influenced by individual factors, but also social and cultural networks play a key role.

Strategies related to education and marketing, such as education through educational centers, the use of cyberspace and social networks, holding exhibitions, and informing through official media, acted as reinforcing factors and helped reduce consumer resistance. This is consistent with the findings of Hezar Khani et al. (2023) and indicates that education and marketing can strengthen consumer motivation and acceptance.

The underlying factors included demographic characteristics (age, gender, family structure), collective and cultural values, health and treatment conditions, and sales and distribution infrastructures. These factors, similar to the findings of Hasanzehi & Dadres Mokhtari (2021) and Safari et al. (2022), show the role of the environment and social context in shaping purchasing behavior. In particular, collective and cultural values indicate the importance of social and cultural contexts in consumer decision-making.