Abstract
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.References
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Bae, T.J., Qian, S., Miao, C., & Fiet, J.O. (2014). The Relationship Between Entrepreneurship Education and Entrepreneurial Intentions: A Meta-Analytic Review. Entrepreneurship Theory & Practice, 38(2), 217-254.
Baker, T., & Welter, F. (2020). Contextualizing entrepreneurship theory. London, UK: Routledge.
Blaer, M., Frost, W., & Laing, J. (2020). The future of travel writing: Interactivity, personal branding and power. Tourism Management, 77, 104009.
Chen, C.-P. (2013). Exploring personal branding on YouTube. Journal of Internet Commerce, 12, 332-347. https://doi.org/10.1080/15332861.2013.859041
Diegoli, R. B., Gutierrez, H., & Salmones M. D. (2018). Teachers as Entrepreneurial Role Models: The Impact of a Teacher’s Entrepreneurial Experience and Student Learning Style in Entrepreneurial Intentions. Journal of Entrepreneurship Education, 21(1).
Duffy, B. E., & Hund, E. (2015). “Having it all” on social media: Entrepreneurial femininity and self-branding among fashion bloggers. Social Media + Society, 1(2), 1-11.
Dumont, G., & Ots, M. (2020). Social dynamics and stakeholder relationships in personal branding. Journal of Business Research, 106, 118-128.
Eesley, C. E., & Lee, Y. S. (2021). Do university entrepreneurship programs promote entrepreneurship? Strategic Management Journal, 42(4), 833-861.
Ekere, A. U. (2019). Youth empowerment through entrepreneurship education. Academic Excellence, 16(1), 1-9.
Fayolle, A. (2013). Personal views on the future of entrepreneurship education. Entrepreneurship & Regional Development, 25(7-8), 692-701. http://dx.doi.org/10.1080/08985626.2013.821318
Fayolle, A., & Gailly, B. (2015). The Impact of Entrepreneurship Education on Entrepreneurial Attitudes and Intention: Hysteresis and Persistence. Journal of Small Business Management, 53(1), 75-93.
Fayolle, A., & Lassas-Clerc, N. (2006). Essay on the nature of entrepreneurship education. Int. Conference Entrepreneur¬ship in United Europe – Challenges and Opportunities.
Fayolle, A., Gailly, B., & Lassas-Clerc, N. (2006). Effect and Counter-effect of Entrepreneurship Education and Social Context on Student’s Intentions. Estudios de Economia Aplicada, 24(2), 509-523.
Gander, M. (2014). Managing your personal brand. Perspectives: Policy and Practice in Higher Education, 18(3), 99-102.
DOI: 10.1080/13603108.2014.913538
Hägg, G., & Gabrielsson, J. (2019). A systematic literature review of the evolution of pedagogy in entrepreneurial education research. International Journal of Entrepreneurial Behavior & Research, 26(5), 829-861.
Hahn, D., Minola, T., Bosio, G., & Cassia, L. (2020) The impact of entrepreneurship education on university students’ entrepreneurial skills: a family embeddedness perspective. Small Bus Econ, 55, 257-282. https://doi.org/10.1007/s11187-019-00143-y
Hahn, D., Minola, T., Gils, A. V., & Huybrechts, J. (2017). Entrepreneurial education and learning at universities: exploring multilevel contingencies. Entrepreneurship & Regional Development, 29(9-10), 945-974. https://doi.org/10.1080/08985626.2017.1376542
Hjorth, D. (2011). On provocation, education and entrepreneur¬ship. Entrepreneurship and Regional Development, 23(2), 249-263.
Ilies, V.I. (2018). Strategic personal branding for students and young professionals: case study. Cross-Cultural Management Journal, 20(1), 43-51.
Jacobson, J. (2020). You are a brand: social media managers’ personal branding and “the future audience”. Journal of Product & Brand Management, 29(6), 715-727.
DOI: 10.1108/JPBM-03-2019-2299
Jones, S., & Underwood, S. (2017). Understanding students’ emotional reactions to entrepreneurship education. Education+Training, 59(7/8), 657-671. DOI 10.1108/ET-07-2016-0128
Kirby, D. (2007). Changing the entrepreneurship education paradigm. Handbook of research in entrepreneurship education, 1, 21-45.
Kucharska, W., & Mikołajczak, P. (2018). Personal branding of artists and art-designers: necessity or desire? Journal of Product & Brand Management, 27(3), 249-261.
Kushal, S., & Nargundkar, R. (2021). Employer-oriented personal branding: methods and skills for Indian business school students. Higher Education, Skills and Work-Based Learning, 11(1), 48-58. https://doi.org/10.1108/HESWBL-08-2019-0102
Labrecque, L. I., Markos, E., & Milne, G. R. (2011). Online personal branding: Processes, challenges, and implications. Journal of Interactive Marketing, 25(1), 37-50.
Lahn, L. C., & Erikson, T. (2016). Entrepreneurship education by design. Education+ Training, 58(7/8), 684-699.
Lashley, C. & Barron, P. (2006). The learning style preferences of hospitality and tourism students: Observations from an international and cross-cultural study. International Journal of Hospitality Management, 25(4), 552-569.
Laviolette, E.M., Radu Lefebvre, M. & Brunel, O. (2012). The impact of story bound entrepreneurial role models on self-efficacy and entrepreneurial intention. International Journal of Entrepreneurial Behavior & Research, 18(6), 720-742.
Ledbetter, A., & Meisner, C. (2021). Extending the personal branding affordances typology to parasocial interaction with public figures on social media: Social presence and media multiplexity as mediators. Computers in Human Behaviour, 115, 106610. https://doi.org/10.1016/j.chb.2020.106610
Liñán, F. (2004). Intention-based models of entrepreneurship education. Piccola Impresa/Small Business, 3, 11-35.
Liu, R., & Suh, A. (2017). Self-branding on social media: an analysis of style bloggers on Instagram. Procedia Computer Science, 124, 12-20.
Lüthje, C., & Franke, N. (2003). The making of an entrepreneur: testing a model of entrepreneurial intent among engineering students at MIT. R&D Management, 33(2), 135-147.
Manai, A. & Holmlund, M. (2015). Self-marketing brand skills for business students. Marketing Intelligence & Planning, 33(5), 749-762.
Mandel, T. & Noyes, E. (2016). Survey of experiential entrepreneurship education offerings among top undergraduate entrepreneurship programs. Education + Training, 58(2), 164- 178.
Michel, G. (2017). From brand identify to polysemous brands: Commentary on “Performing identities: Processes of brand and stakeholder identify co-construction”. Journal of Business Research, 70, 453-455.
Moro, D., Poli, A., & Bernardi, C. (2004). Training the future entrepreneur. Entrepreneurship and Small Business, 1(1/2), 192-205.
Mueller, S., & Anderson, A. R. (2014). Understanding the entre- preneurial learning process and its impact on students’ per- sonal development: a European perspective. Int J Manag Educ, 12(3), 500–511. https://doi.org/10.1016/j. ijme.2014.05.003
Murthy, D. (2012). Towards a sociological understanding of social media: theorizing twitter. Sociology, 46(6), 1059-1073.
Nabi, G., Liñán, F., Fayolle, A., Krueger, N., & Walmsley, A. (2017), The impact of entrepreneurship education in higher education: a systematic review and research agenda. Academy Management Learning & Education, 16(2), 277-299.
Neck, H. M., & Corbett, A. C. (2018). The scholarship of teaching and learning entrepreneurship. Entrepreneurship Education and Pedagogy, 1(1), 8-41.
Nielsen, S. L., & Stovang, P. (2015). DesUni: university entrepreneurship education through design thinking. Education+ Training, 57(8/9), 977-991.
Pagis, M., & Ailon, G. (2017). The paradoxes of self-branding: An analysis of consultants’ professional web pages. Work and Occupations, 44(3), 243-267.
Penaluna, K., Penaluna, A., Usei, C., & Griffiths, D. (2015). Enterprise education needs enterprising educators. A case study on teacher training provision. Education+Training, 57(8/9), 948-963.
Peschl, H., Deng, C., & Larson, N. (2020). Entrepreneurial thinking: A signature pedagogy for an uncertain 21st century. The International Journal of Management Education, 100427
Peters, T. (1997). The brand called you: can’t move up if you don’t stand out. Fast Company, 31st August 1997, available at: https://www.fastcompany.com/28905/brand-called-you
Pittaway, L., & Cope, J. (2007). Entrepreneurship education: a systematic review of the evidence. International Small Business Journal, 25(5), 479-510.
Radu, M. & Loué, C. (2008). Motivational impact of role models as moderated by" ideal" vs." ought self-guides" identifications. Journal of Enterprising Culture, 16(4), 441-465.
Rangarajan, D., Gelb, B.D., & Vandaveer, A. (2017). Strategic personal branding – and how it pays off. Business Horizons, 60, 657-666.
Rideout, E.C. & Gray, D.O. (2013). Does entrepreneurship education really work? A review and methodological critique of the empirical literature on the effects of university-based entrepreneurship education. Journal of Small Business Management, 51(3), 329-351.
Rippa, P., Landi, G., Cosimato, S., Turriziani, L., & Gheith, M. (2020). Embedding entrepreneurship in doctoral students: the impact of a T-shaped educational approach. European Journal of Innovation Management. DOI 10.1108/EJIM-07-2020-0289.
Shepherd, I. D. H. (2005). From cattle and Coke to Charlie: Meeting the challenge of self marketing and personal branding. Journal of Marketing Management, 21, 589-606. https://doi.org/10.1362/0267257054307381
Souitaris, V., Zerbinati, S., & Al-Laham, A. (2007). Do entrepreneurship programmes raise entrepreneurial intention of science and engineering students? The effect of learning, inspiration and resources. Journal of Business Venturing, 22(4), 566-591.
Styhre, A., & Eriksson, M. (2008). Bring in the arts and get the creativity for free. A study of the artists in residence project. Creativity and Innovation Management, 17(1), 47–57.
Sydow, J., Schmidt, T. & Braun, T. (2015), Business model change and network creation: evidence from Berlin start-ups. Academy of Management Proceedings, 2015(1), 17548.
Tamberg, T., Kuura, A., Soosaar, R. (2021). Project management and entrepreneurship competences. Central European Economic Journal, 8(55), 25-43.
Bae, T.J., Qian, S., Miao, C., & Fiet, J.O. (2014). The Relationship Between Entrepreneurship Education and Entrepreneurial Intentions: A Meta-Analytic Review. Entrepreneurship Theory & Practice, 38(2), 217-254.
Baker, T., & Welter, F. (2020). Contextualizing entrepreneurship theory. London, UK: Routledge.
Blaer, M., Frost, W., & Laing, J. (2020). The future of travel writing: Interactivity, personal branding and power. Tourism Management, 77, 104009.
Chen, C.-P. (2013). Exploring personal branding on YouTube. Journal of Internet Commerce, 12, 332-347. https://doi.org/10.1080/15332861.2013.859041
Diegoli, R. B., Gutierrez, H., & Salmones M. D. (2018). Teachers as Entrepreneurial Role Models: The Impact of a Teacher’s Entrepreneurial Experience and Student Learning Style in Entrepreneurial Intentions. Journal of Entrepreneurship Education, 21(1).
Duffy, B. E., & Hund, E. (2015). “Having it all” on social media: Entrepreneurial femininity and self-branding among fashion bloggers. Social Media + Society, 1(2), 1-11.
Dumont, G., & Ots, M. (2020). Social dynamics and stakeholder relationships in personal branding. Journal of Business Research, 106, 118-128.
Eesley, C. E., & Lee, Y. S. (2021). Do university entrepreneurship programs promote entrepreneurship? Strategic Management Journal, 42(4), 833-861.
Ekere, A. U. (2019). Youth empowerment through entrepreneurship education. Academic Excellence, 16(1), 1-9.
Fayolle, A. (2013). Personal views on the future of entrepreneurship education. Entrepreneurship & Regional Development, 25(7-8), 692-701. http://dx.doi.org/10.1080/08985626.2013.821318
Fayolle, A., & Gailly, B. (2015). The Impact of Entrepreneurship Education on Entrepreneurial Attitudes and Intention: Hysteresis and Persistence. Journal of Small Business Management, 53(1), 75-93.
Fayolle, A., & Lassas-Clerc, N. (2006). Essay on the nature of entrepreneurship education. Int. Conference Entrepreneur¬ship in United Europe – Challenges and Opportunities.
Fayolle, A., Gailly, B., & Lassas-Clerc, N. (2006). Effect and Counter-effect of Entrepreneurship Education and Social Context on Student’s Intentions. Estudios de Economia Aplicada, 24(2), 509-523.
Gander, M. (2014). Managing your personal brand. Perspectives: Policy and Practice in Higher Education, 18(3), 99-102.
DOI: 10.1080/13603108.2014.913538
Hägg, G., & Gabrielsson, J. (2019). A systematic literature review of the evolution of pedagogy in entrepreneurial education research. International Journal of Entrepreneurial Behavior & Research, 26(5), 829-861.
Hahn, D., Minola, T., Bosio, G., & Cassia, L. (2020) The impact of entrepreneurship education on university students’ entrepreneurial skills: a family embeddedness perspective. Small Bus Econ, 55, 257-282. https://doi.org/10.1007/s11187-019-00143-y
Hahn, D., Minola, T., Gils, A. V., & Huybrechts, J. (2017). Entrepreneurial education and learning at universities: exploring multilevel contingencies. Entrepreneurship & Regional Development, 29(9-10), 945-974. https://doi.org/10.1080/08985626.2017.1376542
Hjorth, D. (2011). On provocation, education and entrepreneur¬ship. Entrepreneurship and Regional Development, 23(2), 249-263.
Ilies, V.I. (2018). Strategic personal branding for students and young professionals: case study. Cross-Cultural Management Journal, 20(1), 43-51.
Jacobson, J. (2020). You are a brand: social media managers’ personal branding and “the future audience”. Journal of Product & Brand Management, 29(6), 715-727.
DOI: 10.1108/JPBM-03-2019-2299
Jones, S., & Underwood, S. (2017). Understanding students’ emotional reactions to entrepreneurship education. Education+Training, 59(7/8), 657-671. DOI 10.1108/ET-07-2016-0128
Kirby, D. (2007). Changing the entrepreneurship education paradigm. Handbook of research in entrepreneurship education, 1, 21-45.
Kucharska, W., & Mikołajczak, P. (2018). Personal branding of artists and art-designers: necessity or desire? Journal of Product & Brand Management, 27(3), 249-261.
Kushal, S., & Nargundkar, R. (2021). Employer-oriented personal branding: methods and skills for Indian business school students. Higher Education, Skills and Work-Based Learning, 11(1), 48-58. https://doi.org/10.1108/HESWBL-08-2019-0102
Labrecque, L. I., Markos, E., & Milne, G. R. (2011). Online personal branding: Processes, challenges, and implications. Journal of Interactive Marketing, 25(1), 37-50.
Lahn, L. C., & Erikson, T. (2016). Entrepreneurship education by design. Education+ Training, 58(7/8), 684-699.
Lashley, C. & Barron, P. (2006). The learning style preferences of hospitality and tourism students: Observations from an international and cross-cultural study. International Journal of Hospitality Management, 25(4), 552-569.
Laviolette, E.M., Radu Lefebvre, M. & Brunel, O. (2012). The impact of story bound entrepreneurial role models on self-efficacy and entrepreneurial intention. International Journal of Entrepreneurial Behavior & Research, 18(6), 720-742.
Ledbetter, A., & Meisner, C. (2021). Extending the personal branding affordances typology to parasocial interaction with public figures on social media: Social presence and media multiplexity as mediators. Computers in Human Behaviour, 115, 106610. https://doi.org/10.1016/j.chb.2020.106610
Liñán, F. (2004). Intention-based models of entrepreneurship education. Piccola Impresa/Small Business, 3, 11-35.
Liu, R., & Suh, A. (2017). Self-branding on social media: an analysis of style bloggers on Instagram. Procedia Computer Science, 124, 12-20.
Lüthje, C., & Franke, N. (2003). The making of an entrepreneur: testing a model of entrepreneurial intent among engineering students at MIT. R&D Management, 33(2), 135-147.
Manai, A. & Holmlund, M. (2015). Self-marketing brand skills for business students. Marketing Intelligence & Planning, 33(5), 749-762.
Mandel, T. & Noyes, E. (2016). Survey of experiential entrepreneurship education offerings among top undergraduate entrepreneurship programs. Education + Training, 58(2), 164- 178.
Michel, G. (2017). From brand identify to polysemous brands: Commentary on “Performing identities: Processes of brand and stakeholder identify co-construction”. Journal of Business Research, 70, 453-455.
Moro, D., Poli, A., & Bernardi, C. (2004). Training the future entrepreneur. Entrepreneurship and Small Business, 1(1/2), 192-205.
Mueller, S., & Anderson, A. R. (2014). Understanding the entre- preneurial learning process and its impact on students’ per- sonal development: a European perspective. Int J Manag Educ, 12(3), 500–511. https://doi.org/10.1016/j. ijme.2014.05.003
Murthy, D. (2012). Towards a sociological understanding of social media: theorizing twitter. Sociology, 46(6), 1059-1073.
Nabi, G., Liñán, F., Fayolle, A., Krueger, N., & Walmsley, A. (2017), The impact of entrepreneurship education in higher education: a systematic review and research agenda. Academy Management Learning & Education, 16(2), 277-299.
Neck, H. M., & Corbett, A. C. (2018). The scholarship of teaching and learning entrepreneurship. Entrepreneurship Education and Pedagogy, 1(1), 8-41.
Nielsen, S. L., & Stovang, P. (2015). DesUni: university entrepreneurship education through design thinking. Education+ Training, 57(8/9), 977-991.
Pagis, M., & Ailon, G. (2017). The paradoxes of self-branding: An analysis of consultants’ professional web pages. Work and Occupations, 44(3), 243-267.
Penaluna, K., Penaluna, A., Usei, C., & Griffiths, D. (2015). Enterprise education needs enterprising educators. A case study on teacher training provision. Education+Training, 57(8/9), 948-963.
Peschl, H., Deng, C., & Larson, N. (2020). Entrepreneurial thinking: A signature pedagogy for an uncertain 21st century. The International Journal of Management Education, 100427
Peters, T. (1997). The brand called you: can’t move up if you don’t stand out. Fast Company, 31st August 1997, available at: https://www.fastcompany.com/28905/brand-called-you
Pittaway, L., & Cope, J. (2007). Entrepreneurship education: a systematic review of the evidence. International Small Business Journal, 25(5), 479-510.
Radu, M. & Loué, C. (2008). Motivational impact of role models as moderated by" ideal" vs." ought self-guides" identifications. Journal of Enterprising Culture, 16(4), 441-465.
Rangarajan, D., Gelb, B.D., & Vandaveer, A. (2017). Strategic personal branding – and how it pays off. Business Horizons, 60, 657-666.
Rideout, E.C. & Gray, D.O. (2013). Does entrepreneurship education really work? A review and methodological critique of the empirical literature on the effects of university-based entrepreneurship education. Journal of Small Business Management, 51(3), 329-351.
Rippa, P., Landi, G., Cosimato, S., Turriziani, L., & Gheith, M. (2020). Embedding entrepreneurship in doctoral students: the impact of a T-shaped educational approach. European Journal of Innovation Management. DOI 10.1108/EJIM-07-2020-0289.
Shepherd, I. D. H. (2005). From cattle and Coke to Charlie: Meeting the challenge of self marketing and personal branding. Journal of Marketing Management, 21, 589-606. https://doi.org/10.1362/0267257054307381
Souitaris, V., Zerbinati, S., & Al-Laham, A. (2007). Do entrepreneurship programmes raise entrepreneurial intention of science and engineering students? The effect of learning, inspiration and resources. Journal of Business Venturing, 22(4), 566-591.
Styhre, A., & Eriksson, M. (2008). Bring in the arts and get the creativity for free. A study of the artists in residence project. Creativity and Innovation Management, 17(1), 47–57.
Sydow, J., Schmidt, T. & Braun, T. (2015), Business model change and network creation: evidence from Berlin start-ups. Academy of Management Proceedings, 2015(1), 17548.
Tamberg, T., Kuura, A., Soosaar, R. (2021). Project management and entrepreneurship competences. Central European Economic Journal, 8(55), 25-43.
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