The Role of Communication in Startup Coaching and Entrepreneurial Development in the Health Sector

Document Type : Original Article

Authors
Abbas Ghanbari Baghestan 1
Ehsan Chitsaz 2
mina rasti 3
1 Assistant Professor, Department of Communication, University of Tehran
2 Faculty of Entrepreneurship, Farshi Moghadam Street
3 Student. Faculty of Social Sciences, University of (Corresponding Author)
10.22034/jcsc.2024.2007100.2675
Abstract
 
The health industry is currently one of the richest grounds for entrepreneurship and plays a significant role in economic development and wealth creation. Coaching, as an emerging trend in the entrepreneurial field, significantly influences the success or failure of startups by leveraging communication skills. This research aims to evaluate the role of coaching in intra-group communication among health sector startups. As a communication researcher, the author has ventured into the entrepreneurial domain to study the role of coaching in utilizing communication knowledge and skills within health startups. The innovation of this study lies in establishing a connection between communication and entrepreneurship, particularly in new technology-based businesses.
A qualitative method was employed in this research, targeting health sector startups operating in science and technology parks. Based on the research objectives and questions, the "interview along with observation" technique was used for data collection. The analysis of 15 interviews with key stakeholders of health startups resulted in the identification of four main categories (themes) and 24 subcategories. Furthermore, a comparison of the identified categories derived from the interviews, representing the current state of coaching in Iran, with global literature highlights the absence of seven critical categories in the toolbox of coaching in Iran. All these categories have significant communicative implications and can play a vital role in the success of these startups.
The study demonstrates that the coaching toolbox in Iran, which plays a crucial role in guiding new businesses, requires further enrichment with communication-related theoretical and practical skills.

Keywords

Subjects

 
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Cultural Studies & Communication
Volume 20, Issue 76
Autumn 2024
Pages 277-306