The role of Personal Branding in Entrepreneurship Education
Keywords:Entrepreneurship education, Personal development, Personal branding
Purpose. The increasing need for entrepreneurial skills and the power of entrepreneurship education to nurture personal development is widely recognized. In parallel, personal branding is progressively sparking interest in practitioners and researchers and gaining ground in entrepreneurship studies and practice. For all that, the possibilities emerging from the application of personal branding in entrepreneurship education have not deserved adequate attention. This paper attempts to explore the possibilities that may arise from the incorporation of personal branding into entrepreneurship education, via comparative analysis of the existent literature.
Design/methodology/approach. The methodological approach is integrative (critical) review, embodying elements of narrative approach.
Findings. Comparative analysis and synthesis revealed that both entrepreneurship education and personal branding influence personal development in an entrepreneurial way, thereby fostering the ability to think systemically and see connections between different functional areas, and constituting context to nurture the personal development of students and young professionals.
Practical and social implications. As both personal branding and entrepreneurship education offer a context to nurture personal development, they are equally useful for young professionals to enter the labour or business market. Entrepreneurship education improves creative skills and competences needed for success in entrepreneurship but combined with personal branding also in everyday life.Originality of the study. This contribution is an attempt to expand the scope of the personal branding discipline, introducing entrepreneurship as a career alternative to traditional employment. Incorporating the elements of personal branding may enrich the teaching approach, particularly via increasing non-formal education, resounding to modern trends, such as “everyday-everyone” entrepreneurship.
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