Epistemology of Media Entrepreneurship and its Measuring in Media Organization

The present study aims to develop an Entrepreneurship framework for advertising agencies, to achieve the desired framework. A depth interview was done with 15 key informants who were involved dimensions of problem and had useful and ongoing experiences about the research subject. The research methodology used was based on qualitative research method, the Grounded Theory (GT), through explorative interviews with these informants, their internal structure of values, attitudes and also experiences were explored based on the research subject. Through a purposeful sampling, informants were selected from three groups that have involved the issue of research. Sampling was performed based on "theatrical saturation". Then, open coding and axial coding were applied on data obtained through interviews and selective coding was performed accordingly. Totally, 570 initial conceptual statements from the open coding and 114 categorical statements from the axial coding were obtained. Ultimately, in selective coding hypotheses reflecting the generalized relations among categories were clearly recognized and GT model appeared. This model has four theories, causal factors, conditions and areas, agency and action (strategies and interventions), outputs, outcomes and results. Based on three dimensional model (3-D model) three groups of behavioral, contextual and structural factors studied in the cause of entrepreneurship in advertising agencies, based on the obtained model, the main phenomenon is the weaknesses of professional management and absence of professional training and business environment, in other word this model explains that under what conditions, this phenomenon happens and what factors are most effective in occurrence of entrepreneurial phenomenon. Informants explain this phenomenon by its causal factors, expressing that: "which factors are effective in forming the weaknesses of professional management and absence of professional training and business environment?"-"which agencies and actions (interventions and strategies) affect the purpose?"-"how does this process lead to outcomes that guarantee the formation of Entrepreneurship in Advertising guild and consequently, maturation and expansion of business areas?"