The role of market orientation in the relationship between innovation culture and the development of Nike brand marketing strategy in Shiraz

Document Type : Original Article

Authors

1 Student of Sports Management, Payame Noor Alborz University, Karaj, Iran

2 Associate Professor Payame Noor University

3 Assistant Professor of Sports Management, Payame Noor University

Abstract

Abstract
The purpose of this study is to determine the role of market orientation in the relationship between innovation culture and the development of Nike brand marketing strategy in Shiraz. Despite the few researches that exist in this field in our country, the importance of research has increased the impact of innovation culture on marketing strategies through market orientation more than ever. By explaining the impact of innovation culture on marketing strategy with the role of market orientation, the researcher aims to help the community of stores offering Nike products in the city of Shiraz, and based on the results of this research, take a big step in the direction of advancing and developing different marketing methods in Sports marketing industry. On the other hand, small and medium-sized businesses that cannot keep pace with the rapid changes and transformations in the present era, will become stagnant, stop, and stagnate, and will undoubtedly not have an active presence in the future, and will eventually collapse. Therefore, considering the importance of innovation on market performance in the current turbulent environment, the main question of the present research is the role of market orientation in the causal relationship of innovation culture on the development of Nike brand marketing strategy in Shiraz city.
In terms of research method, this research is descriptive-correlation based on structural equation modeling and in terms of purpose, it is applied and has been conducted in the field. The statistical population of this study includes all customers of Nike brand in Shiraz in an unknown number. Using Cochran's formula, 385 people were selected as a statistical sample by non-random sampling method. Data collection tools were Narwell and Sartel (1990) standard market orientation questionnaire, Carmel's organizational culture and innovation questionnaire (2005) and Schilling Lee (2000) marketing strategies questionnaire.
 
Table 1. Reliability of research questionnaires




Reliability status


Cronbach's alpha


Component


Variable




acceptable


0.86


Beliefs/attitudes/styles


Innovation culture




acceptable


0.66


Clarity of goals and clarity of role


 




acceptable


0.89


Work organization


 




acceptable


0.93


Decision making


 




acceptable


0.91


customer orientation


market orientation




acceptable


0.79


Competitiveness


 




acceptable


0.90


Interdepartmental coordination


 




acceptable


0.70


-


marketing strategy




 
After analyzing the data by SPSS software version 25 and Smart PLS version 3, the research findings show a negative and significant effect of innovation culture on the development of marketing strategy, was a positive and significant effect between innovation culture and market orientation and a positive and significant effect between market orientation and brand marketing strategy development.
 
Table 7. Research assumptions




Hypothesis


Variables


Statistics




The first hypothesis


Innovation culture on marketing strategy development


ß


-0.333




T-Value


6.180




The second hypothesis


Innovation culture over market orientation


ß


0.821




T-Value


62.664




The third hypothesis


Market orientation on strategy development


ß


1.011




T-Value


23.661




 
In addition, the mediating role of market orientation in the relationship between innovation culture and marketing strategy development was acknowledged. The development of marketing strategies is essential for managers of sports organizations and manufacturers of sports brands. Therefore, the providers of Nike products in Iran should develop market strategies by creating and institutionalizing a culture of innovation in sports stores as well as market orientation. Finally, it is suggested that sports stores in Shiraz by institutionalizing the culture of innovation in human resources, imported products as well as copy products that are made from the Nike brand in Shiraz sports stores, with belief, beliefs and Common values about the customer among the members of the organization (the store) promote a kind of culture and by continuously evaluating the customer's needs, they provide reasons for their satisfaction and develop strategies based on these strengths. to pay The superior value that is created for customers due to market orientation can make sports stores in Shiraz city perform well in terms of providing products to customers and make customers of this brand loyal to their store.

Keywords

References

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Sports Marketing Studies
Volume 4, Issue 1
May 2023
Pages 13-29

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