An Effective Business Model in the Field of Electronics Business Using Repertory Grid Technique

The concept of business model is important to succeed for organizations in the competitive world as well as gaining a global position in the field of entrepreneurship. This paper presents the use of personal construct theory and repertory grid methodology which is a new method for extracting entrepreneurial cognitive understanding of a business model. This research is a descriptive survey. First, using 13 semi-structured interviews with entrepreneurs in the field of electronics business and extracting 346 primary structures from their cognitive understanding of effective business models, 37 secondary structures were obtained using content analysis method. Then, using a questionnaire, the experts' opinions were collected to systematize the structures of the effective business model. The theoretical contribution of this research is to present a business model framework for the electronics business using repertory grid technique. This framework can be useful for start-ups and business development for entrepreneurs and can be used to understand the effective business model in the future research works