Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Developing a National Brand Model in Health-Oriented Knowledge-Based Companies (A Grounded Theory Approach)

Document Type : Excerpt from doctoral thesis

Authors
Masoud Pirmoradiyan 1
Seyyed Mahmoud Hashemi 2
Ehsan Abedi 2
1 Department of Business Management, Faculty of Economics and Management, SR.C., Islamic Azad University, Tehran, Iran.
2 Department of Business Management, Faculty of Management, , NT.C., Islamic Azad University, Tehran, Iran.
JABM.3.2.15564.351256.3257.33156
Abstract
Purpose: This study aims to identify the factors influencing the development of a national brand in health-oriented knowledge-based companies and to analyze the process of its formation, focusing on the interaction among causal, contextual, and intervening factors.
Methodology: The research adopted a qualitative approach using the grounded theory method. Data were collected through 16 semi-structured interviews with managers, experts, and specialists in the fields of health branding and marketing. The collected data were analyzed using MaxQDA 2024 software through the three stages of open, axial, and selective coding. This process led to the identification of categories and key concepts related to the core phenomenon of “developing a national brand model for health-oriented knowledge-based companies.”
Findings: The results revealed that the development of the national health brand is influenced by a combination of causal factors (such as investment in research and development, product quality, governmental support, technological infrastructure, specialized human resources, innovation culture and risk acceptance, and market competition), contextual factors (including institutional and policy structures, economic and industrial environments, scientific and technological systems, cultural and social contexts, media and communication capacities, and comparative and regional experiences), and intervening conditions (such as economic instability, sanctions, international restrictions, weak financial and investment systems, legal complexities, and underdeveloped export and marketing infrastructures). Moreover, key strategies were identified, including national brand strategy formulation, branding infrastructure development, technology and innovation enhancement, stakeholder engagement, and strengthening trade and technology diplomacy. These strategies lead to organizational, technological, communicational, and supportive outcomes.
Originality/Value: The study demonstrates that the development of a national health brand is a multidimensional phenomenon resulting from the dynamic interaction among causal, contextual, and intervening factors, the adoption of appropriate strategies, and their effects on organizational, technological, communicational, and supportive outcomes. The findings provide valuable insights for managers and policymakers to facilitate the formation and strengthening of the national health brand, enhance consumer trust, and improve the competitive position of knowledge-based products.
Keywords
Keywords: National brand development
health-oriented knowledge-based companies
causal factors
contextual factors
intervening conditions
branding strategies
Subjects
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Journal of Intelligent Marketing Management
Volume 7, Issue 1 - Serial Number 31
Winter 2026
Pages 527-549