مدیریت ورزشی، بازاریابی
Narges Rafiei؛ Ghasem Rahimi؛ Mohammad Soltan Hosseini
چکیده
This qualitative research was conducted using the grounded theory approach with an emergent design. The participants included managers of professional sports clubs, sports marketing experts, and university professors specializing in sports branding. These individuals were purposefully selected, and based on theoretical saturation, 15 in-depth interviews were conducted. The data collection tool was a semi-structured interview designed to extract detailed and rich information. To evaluate the quality and reliability of the data, the criteria of credibility, transferability, confirmability, and dependability ...
بیشتر
This qualitative research was conducted using the grounded theory approach with an emergent design. The participants included managers of professional sports clubs, sports marketing experts, and university professors specializing in sports branding. These individuals were purposefully selected, and based on theoretical saturation, 15 in-depth interviews were conducted. The data collection tool was a semi-structured interview designed to extract detailed and rich information. To evaluate the quality and reliability of the data, the criteria of credibility, transferability, confirmability, and dependability were employed. Data analysis was performed through three stages of coding (open, selective, and theoretical), resulting in 70 initial codes categorized into 16 key concepts. These concepts were ultimately organized into four main categories: brand decline (including reduced value, profitability, market coverage, and brand credibility among customers), internal problems of clubs (such as inefficient management, failure to adapt to market changes, customer alienation, and lack of innovation), external challenges faced by clubs (such as the impact of government policies, financial constraints, and intense competition from foreign brands), and counterstrategies (such as changing marketing strategies, promoting the brand, brand revitalization, and improving customer experience). The findings indicate that brand decline in professional sports clubs in Iran is a multifaceted phenomenon rooted in the interplay between internal and external factors. Addressing this issue requires comprehensive and multidimensional strategies.
مدیریت ورزشی، بازاریابی
Vahid Rajabi؛ Mohammad Soltan Hosseini؛ Mina Mostahfezian
چکیده
The present research was conducted with the aim of improving economic governance in the country's sports based on marketing factors. The participants in this research consisted of individuals with expertise in the field of sports economics. The data collection tool used in this research was semi-structured interviews. To analyze the qualitative data, thematic analysis was employed. The results of this research indicate that in the context of specialized and human facilitators aimed at enhancing economic governance, the main concepts identified include attention to global structures in sports, scientific ...
بیشتر
The present research was conducted with the aim of improving economic governance in the country's sports based on marketing factors. The participants in this research consisted of individuals with expertise in the field of sports economics. The data collection tool used in this research was semi-structured interviews. To analyze the qualitative data, thematic analysis was employed. The results of this research indicate that in the context of specialized and human facilitators aimed at enhancing economic governance, the main concepts identified include attention to global structures in sports, scientific processes, supportive systems, and managerial systems. In total, 21 components were identified for improving economic governance in the country's sports based on marketing factors, concerning the specialized and human facilitators aimed at enhancing economic governance. Moreover, in terms of foundational, structural, and organizational capabilities concerning the objectives of economic governance, the main concepts identified include expanding penetration rates, building trust, budgeting, and social incentives in sports. A total of 16 components of economic governance in the country's sports, based on marketing factors, were identified. Additionally, regarding the quality of communications in achieving the goals of economic governance, the main concepts included inter-sectoral cooperation, creating a social economy, and informational aspects. In total, 12 components of economic governance in the country's sports, based on marketing factors, were identified in relation to the quality of communications in achieving the goals of economic governance.
