ﺷﻨﺎﺳﺎﯾﯽ و رﺗﺒﻪﺑﻨﺪي ﻋﻮاﻣﻞ ﻣﺆﺛﺮ ﺑﺮ ﺑﺮﻧﺪﺳﺎزي ﻣﻠﯽ در ﺣﻮزه ﻧﺨﺒﮕﺎن و اﺳﺘﻌﺪادﻫﺎي ﺑﺮﺗﺮ: روﯾﮑﺮدي آﻣﯿﺨﺘﻪ

Identifying and Ranking the Effective Factors on National Branding in the Field of Elites and Top Talents: a Mixed Method

ﻫﺪف اﯾﻦ ﭘﮋوﻫﺶ، ﺷﻨﺎﺳﺎﯾﯽ ﻋﻮاﻣﻞ ﻣﺆﺛﺮ ﺑﺮ ﺑﺮﻧﺪﺳﺎزي ﻣﻠﯽ در ﺣﻮزه ﻧﺨﺒﮕﺎن و اﺳﺘﻌﺪادﻫﺎي ﺑﺮﺗﺮ و رﺗﺒﻪﺑﻨﺪي آﻧﺎن ﻣﺒﺘﻨﯽ ﺑﺮ ﻣﻄﺎﻟﻌﻪ اي ﺗﻮﺻﯿﻔﯽ ـ اﮐﺘﺸﺎﻓﯽ و ﺑﺎ روﯾﮑﺮدي ﺗﻮﺳﻌﻪ اي- ﮐﺎرﺑﺮدي اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎري ﺷﺎﻣﻞ ﻧﺨﺒﮕﺎن، ﻣﺪﯾﺮان ﺑﻨﯿﺎد ﻣﻠﯽ ﻧﺨﺒﮕﺎن و اﺳﺎﺗﯿﺪ ﻣﺮﺑﻮﻃﻪ در ﺣﻮزه ﺑﺮﻧﺪﺳﺎزي ﻣﻠﯽ ﻣﯽ ﺑﺎﺷﻨﺪ. ﻧﻤﻮﻧﻪ آﻣﺎري ﺑﻪ روش ﻫﺪف ﻣﻨﺪ ﻗﻀﺎوﺗﯽ ﺑﻪ ﺗﻌﺪاد 15 ﻧﻔﺮ اﻧﺘﺨﺎب ﺷﺪه اﻧﺪ. ﮔﺮدآوري داده ﻫﺎ ﺑﻪ دو روش ﮐﺘﺎﺑﺨﺎﻧﻪ اي و ﻣﯿﺪاﻧﯽ )ﻣﺼﺎﺣﺒﻪ ﻧﯿﻤﻪ ﺳﺎﺧﺘﺎرﯾﺎﻓﺘﻪ ﺑﺎ ﺧﺒﺮﮔﺎن و ﭘﺮﺳﺸﻨﺎﻣﻪ ﺧﺒﺮهﻣﺒﻨﺎ( ﺑﻮده اﺳﺖ. ﺑﺮاي ﺗﺠﺰﯾﻪ وﺗﺤﻠﯿﻞ داده ﻫﺎ در ﻣﺮﺣﻠﻪ ﮐﯿﻔﯽ از روش ﺗﺤﻠﯿﻞ ﺗﻢ و در ﻣﺮﺣﻠﻪ ﮐﻤﯽ، از روش ﻧﻈﺮﯾﻪ اﻋﺪاد ﺧﺎﮐﺴﺘﺮي ﺑﻬﺮه ﮔﺮﻓﺘﻪ ﺷﺪه اﺳﺖ. درﻧﻬﺎﯾﺖ، ﻧﺘﺎﯾﺞ ﺗﺤﻠﯿﻞ ﺗِﻢ ﻣﻨﺘﺞ ﺑﻪ ﺷﻨﺎﺳﺎﯾﯽ ﻋﻮاﻣﻞ ﻣﺆﺛﺮ ﺑﺮ ﺑﺮﻧﺪﺳﺎزي ﻣﻠﯽ در ﺣﻮزه ﻧﺨﺒﮕﺎن و اﺳﺘﻌﺪادﻫﺎي ﺑﺮﺗﺮ ﺷﺪ ﮐﻪ از ﺷﺶ ﻋﺎﻣﻞ اﺻﻠﯽ و 13 زﯾﺮﻣﻌﯿﺎر ﺗﺸﮑﯿﻞ ﯾﺎﻓﺘﻪ اﺳﺖ. ﻫﻤﭽﻨﯿﻦ ﻧﺘﺎﯾﺞ ﺑﺨﺶ ﮐﻤﯽ ﻧﺸﺎن داد ﮐﻪ اوﻟﻮﯾﺖ ﻋﻮاﻣﻞ ﻣﺆﺛﺮ ﺑﺮ ﺑﺮﻧﺪﺳﺎزي ﻣﻠﯽ در ﺣﻮزه ﻧﺨﺒﮕﺎن ﺑﻪ ﺗﺮﺗﯿﺐ ﺷﺎﻣﻞ، ﻣﺸﺎرﮐﺖ و ﻫﻤﮑﺎري ذيﻧﻔﻌﺎن )ﺑﺎ وزن 0/186(، ﺳﯿﺎﺳﺖزداﯾﯽ ﻓﺮاﯾﻨﺪ ﺑﺮﻧﺪﺳﺎزي )ﺑﺎ وزن 0/179(، ﺗﻌﻬﺪ ذيﻧﻔﻌﺎن )ﺑﺎ وزن 0/170(، ﻓﺮﻫﻨﮓ ﺳﺎزي )ﺑﺎ وزن 0/167(، ﭘﺸﺘﯿﺒﺎﻧﯽ دوﻟﺘﯽ )ﺑﺎ وزن 0/155( و ﺗﻐﯿﯿﺮ ﺳﺎﺧﺘﺎر دوﻟﺘﯽ و ﻧﻬﺎدﻫﺎ )ﺑﺎ وزن 0/140( اﺳﺖ.

This descriptive-exploratory research is intended to identify the factors affecting national branding in the field of elites and top talents and their ranking through a developmental-applied approach. The statistical population comprise the elites and directors of the National Elite Foundation and related professors in the field of national branding. The statistical sample was selected by a purposeful judgment of 15 people. The data were collected through library and field methods by semi-structured interviews with experts and expert-based questionnaire. Data analysis included thematic analysis method in the qualitative stage, and the gray-number theory method in the quantitative stage. In the end, the results of the thematic analysis led to the identification of factors affecting national branding in the field of elites and top talents consisting of six main criteria and 13 sub-criteria. Furthermore, the results of the quantitative section showed that the priorities of the factors affecting national branding in the field of elites included stakeholder participation and cooperation (0.186), depoliticizing the branding process (0.179), stakeholder commitment (0.170), culture building (0.167), governmental support (0.155), and changing the structure of government and institutions (0.140) respectively.