%0 Journal Article
%T MEDIA ENTREPRENEURSHIP FOR THE BUSINESS OF ADVERTISING MEDIA IN IRAN
%A Reza NAVAEI ZAMHARIR
%A Reza MOHAMMADKAZEMI
%A Yunes SHOKRKHAH
%J Journal of Organizational Behavior Research
%@ 2528-9705
%D 2020
%V 5
%N 2
%P 721
%X Nowadays media related businesses have arisen and consequently the demand for designing entrepreneurial models in this field has increased. The aim of this study is presenting a model for media entrepreneurship in the field of advertising media in Iran. The method that has been used in this study is considered qualitative and content analysis has been used for data analyzing. Data have been obtained through 11 semi-structured interviews with advertising media businesses in the country. The results show that the key factors in the media entrepreneurship model are individual factors (such as media entrepreneur characteristics, resources and company characteristics), media entrepreneurship opportunity process (identification, evaluation, operation and output of media entrepreneurship) and environmental factors. The process of doing media entrepreneurship for commercializing the media concepts and ideas is influenced by two individual and environmental factors. Considering these two factors will lead to a better output for media entrepreneurial business and consequently better economic growth‎‎‎.
%U https://odad.org/article/media-entrepreneurship-for-the-business-of-advertising-media-in-iran