Core Brand Model Based on Customer Value Proposition and Employee Value proposition in Iranian Agile Companies

Brand is one of the few tools which can help business leadres to achieve business sustainability. The concept has recently been widely extended from marketing literature to other business disciplines. At the same time, agility is a must to gain success in an ever-changing operating environment. Agile organizations will deliver value to customers and employee based on responsiveness, competency, flexibility and speed. Knowing that employer brand and product brand work in two different battlefields, gainig the intellegnce in creating alignment between these two concepts, will create business alignment and consequently business success. The objective of the research is to design and explain core brand model based on customer value proposition and employee value proposition in Iranian agile companies. Based on a qualititaive metheod i.e. “Grounded Theory” approach, this study aims to provide a comprehensive framework containing, product, employer and corporate brand in an aligned context. In this research, and through both desktop studies as well as in-depth interviews with top directors of Iranian agile companies, key factors and concepts are deeply studied, collected, reviewed and analyzed. At the end and according to the findings of the research, managerial implications and future directions are proposed.