Designing a Brand Performance Improvement Model with an Emphasis on the Role of Strategic Management of a Human Resource and Entrepreneurial Orientation in Small and Medium-Sized Enterprises (SME) Based on an Interpretive Structural Modeling (ISM)

Brand orientation name indicates the degree of concentration of the marketing strategy and activities of a company on the brand name. This study examines and identifies the effective components on improving brand performance, with emphasis on the role of strategic management of human resources and entrepreneurial orientation in small and medium-sized companies. First of all, the components of research in improving brand performance, strategic management of human resources and entrepreneurial orientation were identified through literature and Semi-structured interviews with 9 marketing experts and university professors who were selected by snowball method. Interviews were coded with three methods of open, axial and selective coding, and finally, 21 components were identified. The Interpretive structural method was used to create a relationship between the components of the research. In the end, the final output of ISM was used as the input of Fuzzy MICMAC analysis to identify the position of research components.  The final reachability matrix results of ISM was made in seven levels, and the main variables were the size of company, open innovation, entrepreneurship and knowledge. Improving brand performance in small and medium companies is an unstable system based on MICMAC analysis.