چکیده:
Purpose: Entrepreneurs, investors, and others involved in the education industry are increasingly interested in investing in educational businesses, including kindergartens. Educational business entrepreneurs face many risks when starting an educational business. Education business managers need to be able to predict that their business will do well in the future. Knowing the factors that drive this type of enterprise is crucial. There are continuous and rapid changes in the current business environment. In such a setting, kindergarten centers, on the one hand, focus on delivering top-notch instruction, and on the other, they strive to maximize their revenues and grow their business by retaining the trust of their patrons. Managers at kindergartens are looking for ways to make sure customer choices lead to financial viability and long-term viability in business challenges. According to the material presented, it can be said that kindergarten centers, like other businesses, are facing fierce competition in the educational market, issues such as the threat of fewer customers, diverse demands of parents, powerful competitors, which are a threat to the continuation of the business of existing educational institutions. This indicates the existence of a problem that requires providing a model for the development of educational businesses in kindergartens. In other words, we are looking to identify the influencing factors on the development of kindergartens in Tehran, and with this question (what is the model of educational businesses development in kindergarten centers?). According to the point above presented, it can be said that kindergarten centers, like other businesses, are facing fierce competition in the educational market. Issues such as the threat of fewer customers, diverse demands of parents, and powerful competitors are a threat to the continuation of the business of existing educational institutions. Method: This research is practical from the point of view of purpose and qualitative in terms of data collection method. This research focuses on managers of kindergarten centers with two characteristics, being active and having at least 5 years’ experience in setting up and continuing the successful management of a kindergarten center, as well as academic expert. Semi-structured interviews used to gather the data by analyzing the interviews’ content and extracting the codes, the dimensions and components of the educational business development model in the kindergarten centers identified and extracted. The dimensions and components of the educational business development model identified and extracted. Triple open, axial and selective coding of data done through MaxQda software version 2020. Findings: The research findings showed that at the end of the open coding process, 117 concepts labeled. At the end of the open coding stage, the primary concepts reviewed, analyzed and categorized to identify subcategories. Based on this, in axial coding, 30 subcategories extracted from 117 open codes. Finally, in the selective coding stage, 9 main categories were identified. The classification of the obtained results is focused on the design of the model, and this model has nine main categories: kindergarten brand awareness (with 4 components of using social media, promoting brand awareness through the distribution of educational information, raising awareness of parents about the kindergarten brand, raising awareness of stakeholders of kindergarten brand), marketing strategy (with 7 components of product, location, physical environment, promotion, price, people, process), interactions with parents (with two components of parents' participation in educational processes, sharing information with parents), educational content (with 3 components of skill-oriented and targeted educational content, providing educational services to parents, using the opinions of experts in the field of children's education in the field of kindergarten educational materials), financial resources (with 2 components of developing supplier financial resources, financial partnerships with educational organizations), networking with stakeholders (with 2 components of interaction with stakeholders, benefiting from the potential of the stakeholders' community (parents, local community, virtual platforms), image position (brand) of the kindergarten (with 6 components of convincing parents, effective content about kindergarten services, developing attractions The appearance of a special kindergarten brand, introducing a constructive educational environment, introducing the kindergarten brand with advanced facilities and expert staff, introducing the kindergarten through the local community), organizing online educational events (with 2 components of using virtual infrastructure for education, online programs raising parents' awareness), designing the physical environment (with 2 components of physical design appropriate to children's feelings and opinions, environmental design standardization). Conclusion: Early childhood education can help build a countries growth and development. Educational businesses play a vital role in preparing these infrastructures at the kindergarten level. There are few studies that examined educational business development, particularly at the level of preschool centers.
خلاصه ماشینی:
Designing a Development Model for Educational Businesses in Daycare Centers Somayeh Darajati Department of Educational Management, Faculty of Psychology and Educational Sciences, Islamic Azad University, Damavand Branch, Iran.
By analyzing the content of the interviews and extracting codes, the dimensions and components of the development model for educational businesses in daycare centers were identified and extracted.
The categorization of the obtained results focuses on designing the model, and this model has nine main categories: awareness of the daycare brand, marketing strategy, interactions with parents, educational content, financial resources, networking with stakeholders, positioning of the daycare brand image, organization of online educational events, and physical environment design.
In such an environment, daycare centers focus on providing quality education on the one hand, and on the other hand, strive to maintain profitability and develop their business by maintaining customer loyalty (Malik et al.
The success of daycare managers in implementing marketing strategies enables them to maintain business profitability and provide better educational services to parents and capable children.
A review of the existing literature showed that studies in this area are scattered and limited, and further research is needed to identify the factors influencing the development of educational businesses, especially in daycare centers.
Demographic characteristics of sample members (refer to the image on the page) In this study, data were collected and analyzed using semi-structured interviews 1 with an inductive approach and using open, axial, and selective coding methods (Strauss and Corbin, 2 1997).
, & Portenoy, R ti and colleagues) The 9 main dimensions of the development of educational businesses in daycare centers that were determined in the selective coding stage are shown in Diagram 1.
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