Cognitive of Entrepreneurs on the Features of the Effective Business Model Using Repertory Grid Technique (Case Study: Entrepreneurs in the Electronic Business in Iran)

Entrepreneurs’ cognition in introducing Construct to express an effective business model is highly complex and different. There are many deficiencies in the literature of entrepreneurship science. The present paper addresses the personal constructs of entrepreneurs in the electronic business in Iran, in order to design an effective business model from their points of view. It is an applied, and the research method was repertory grid technique (RGT). 13 entrepreneurs in this area have been studied as the samples, by considering the saturation point. The data collection instrument was Semi structured interview. Based on the RGT with 5 elements of this grid, 13 individual repertory grids and a total of 346 initial personal constructs were achieved. By analyzing the content of these Constructs, a collective grid consisted of 5 elements and 37 secondary Constructs have been extracted and the validity and reliability of the interviews were approved. As a result, six separate clusters were obtained for the features of the effective business model of the mental structures of entrepreneurs in the field of electronic business. The model can have scientific and practical applications in the field of entrepreneurship.