Presenting a model of entrepreneurial strategic renewal with an emphasis on green brand value

Entrepreneurial strategic renewal causes extensive changes in the organization and the adaptability of the organization to the various needs of the stakeholders. The purpose of the present study was, therefore, to present a model of entrepreneurial strategic renewal with an emphasis on green brand value in the transportation deputy of Tehran Municipality. The present research is applied in terms of purpose and descriptive-correlation based on the adopted method. In the first step, the effective factors on entrepreneurial strategic renewal were identified with an emphasis on green brand value based on semi-structured interviews with 15 academic and organizational experts using the Delphi method in three rounds. The output of this stage was 36 components in the form of 9 dimensions (innovation and creativity, resources and capabilities of the organization, learning and changing the mental models of managers, empowerment and freedom of action, service dynamics, strategy, redefinition of marketing mix strategies, extraorganizational factors and intra-organizational factors). Then, in the second step, interpretive structural modeling method was used to present the model. The results showed that the dimension of learning and changing mental models of managers in the first level and dimensions (innovation and services, redefining mixed strategies, resources and capabilities of the organization, extra-organizational factors and strategy) in the second level and dimensions (empowerment and freedom of action, dynamics of services and intra-organizational factors) are on the third level and the dimensions (innovation and creativity, resources and capabilities of the organization, strategy, redefinition of marketing mix strategies and extra-organizational factors) are in the linked cluster and dimensions (empowerment and freedom of action, service dynamics and intra-organizational factors) in the independent cluster and the dimension of learning and changing mental models of managers were placed in the dependent cluster. Finally, it can be said that the basis of the entrepreneurial strategic renewal model with an emphasis on green brand value are the dimensions (intraorganizational factors, empowerment and freedom of action, and service dynamics).