The Deep Relationship between Supply Chain Integration and Knowledge Absorption Capacity: A Strategic Approach to Enhancing Performance in Sports Product Development

Document Type : Original Article

Authors

1 Student affairs organization expert

2 Department of Physical Education, Lorestan University, Khorram Abad, Lorestan, Iran.

3 Department of Sport Management, University of Tabriz, Tabriz, Iran

10.22034/sms.2024.140671.1304

Abstract

 Supply chain integration is essential for the efficiency, growth, and economic development of countries
towards gaining a competitive advantage. Over the past decade, there has been a growing consensus on
the importance of establishing integration throughout the supply chain. Discussions related to supply
chain management have also been considered one of the most powerful operational paradigms for
enhancing the competitive advantage of manufacturing and service organizations (Ebrahim Pour et al.,
2015). The literature on product development continues to grow. Product development refers to the
process of transforming a market opportunity and a set of assumptions about product technology into a
market-available product (Rubera et al., 2016). Acquiring knowledge management entails setting up
systems to obtain internal and external knowledge, such as utilizing raw data or examining new products
of a competitor (Pashaie & Abdavi, 2016). Based on the provided information, sports companies need
to preserve their employees' knowledge and should proactively acquire and transfer senior staff's
knowledge to other employees while continuously updating their learning over time. With the
increasing knowledge of citizens, companies are obliged to observe and utilize updated and newly
created knowledge to compete against rivals. In the current competitive environment, knowledge is
considered the primary source for producing goods, and their profitability heavily depends on the
knowledge applied. Therefore, evaluating the investment value in knowledge is very complex as it may
result in both disappointment and growth and profit. However, so far, no research has been conducted
on the integration of supply chains and the use of knowledge capacities in sports companies. For this
reason, conducting research in this area can help fill this gap and provide suitable suggestions for
developing sports products based on supply chain integration and knowledge capacities. Therefore, the
aim of this research is to answer the question of what impact supply chain integration and knowledge
absorption capacity have on the performance of sports product development. The research method is
applied in terms of objectives and descriptive in terms of execution, employing a survey approach. The
statistical population of the research consists of managers and employees of sports production
companies in Iran. To evaluate the model fit and test research hypotheses, 385 individuals were
examined. Field research and questionnaire tools with random sampling were used to collect data.
Structural equation modeling with a partial least squares approach and PLS software were used for data
analysis. The findings indicate that deep coordination and integration in the supply chain and knowledge  absorption capacity positively and significantly affect the performance of product development. These
findings confirm that knowledge-absorption-based integration is essential for achieving the goals of
sports product development. Therefore, we conclude that the absorption capacity of knowledge can be
considered as a multi-level structure. At the lowest level, the individual level of knowledge absorption
capacity is situated. At this level, the relationship between knowledge absorption capacity and learning
is entirely intuitive. In this context, memory has been mentioned, where previously accumulated
knowledge, the ability to store knowledge, and its retrieval are facilitated. This dynamic process reflects
the concept of knowledge absorption capacity, where previous relevant knowledge facilitates learning
or absorption of new relevant knowledge. Considering the role of information, its search is also of
particular importance for knowledge management systems. Effective search increases the speed of
information retrieval and sharing, enhancing productivity. In other words, employees only utilize
knowledge management systems when they offer excellent performance for searching needed
knowledge content. With the development of advanced search capabilities, access to individuals'
knowledge doubles. Thus, by using knowledge management systems, the detection of unknown
knowledge within the company becomes feasible. Undoubtedly, establishing a customer knowledge
base with the ability to monitor and analyze experiences, opinions, and suggestions recorded in product
records provides a foundation for product improvement and development. In other words, by enabling
feedback and experience recording for products, product strengths and weaknesses become visible to
customers for free, and improvement and development solutions are registered in the company's
knowledge base. Given the findings of this research, attention to creating integration among different
elements of the supply chain, along with policies and programs to increase knowledge absorption
capacity in organizations and sports companies, is crucial. These actions include developing
coordination processes in the supply of raw materials, improving production processes, and increasing
the ability to absorb and utilize technical and managerial knowledge. These efforts can significantly
improve the efficiency and performance of the sports industry, especially in the development of
products and the provision of sports services. 

Keywords

Main Subjects

Abdavi, F., & Pashaie, S. (2017). The Factors Affecting Success of Customer Relationship Management with Respect to the Mediating Effects of Organizational Factors in Sports Services Sector of Hotels of Iran. Sport Management Journal, 8(6), 923-940. [Persian].

Albers, J., Heimicke, B., Walter, G.N., Basedow, N., Reiß, N., Heitger, S., Ott, N. Bursac. (2018). Product profiles: modelling customer benefits as a foundation to bring inventions to innovations. Procedia CIRP, 70 (1). 253-258

Amir Taheri, A. Hosini, A. Forghani, M. A. (2018). Investigating the effect of supply chain strategies on the integrity of the supply chain and competitive performance (case study: Barez Rubber Industry of Kerman). Scientific Journal of Supply Chain Management, 21(62). 17-4. [Persian].

Ayers, D. J., Gordon, G. L., Schoenbachler, D. D. (2011). Integration and new product development success: the role of formal and informal controls. Journal of Applied Business Research (JABR), 17(2).

Belhadi, A., Mani, V., Kamble, S. S., Khan, S. A. R., & Verma, S. (2024). Artificial intelligence-driven innovation for enhancing supply chain resilience and performance under the effect of supply chain dynamism: an empirical investigation. Annals of Operations Research, 333(2), 627-652.

Camison, C., Fores, B. (2010). Knowledge absorptive capacity: New insights for its conceptualization and measurement. Journal of Business Research, 63. 707- 715.

Chen, H., Daugherty, P.J., Roath, A.S., (2009). Defining and operationalizing supply chain process integration. J. Bus. Logist, 30 (1). 63–84.

Cheng, M. Yang (2019) Creative process engagement and new product performance: the role of new product development speed and leadership encouragement of creativity. J. Bus. Res, 99. 215-225.

Cooper, R. G. (2019). The drivers of success in new-product development. Industrial marketing management, 76, 36-47.

Dahan, E., & Hauser, J. R. (2002). Product development: managing a dispersed process. Handbook of marketing, 179-222.

Dinh Khoa, V., & Mai Anh, N. T. (2024). Examining the Relationship Between Supply Chain Integration, Innovation Speed and Supply Chain Performance Under Demand Uncertainty. Engineering Management Journal, 36(1), 14-29.‏

Ebrahim Pour Azbari, M. Moradi, M. Mirfalah Demochali, R. (2018). The effect of information technology and supply chain integration capability on new product development performance: The moderating role of student recruitment. Technology Development Management Quarterly, 6(2). 109-136. [Persian].

Engelman, R.M., Fracasso, E.M., Schmidt, S. and Zen, A.C. (2017), "Intellectual capital, absorptive capacity and product innovation", Management Decision, Vol. 55 No. 3, pp. 474-490. https://doi.org/10.1108/MD-05-2016-0315

Flynn, B.B., Huo, B. and Zhao, X. (2010), The impact of supply chain integration on performance: A contingency and configuration approach. Journal of Operations Management, 28: 58-71.

Galli-Debicella, A. (2021). How SMEs compete against global giants through sustainable competitive advantages. Journal of Small Business Strategy, 31(5), 13-21.

Handijani, R., Saidi Saei, R. (2019). The effect of supply chain integration and demand uncertainty on company performance. Industrial Management Studies, 18(59). 1-45.

Hghshenas Ghazi Mahaleh, L. (2020). Investigating the effect of supply chain integration and internal control on customer satisfaction and financial performance of Iran Rasht City. Insurance Company. Specialized Scientific Quarterly of New Research Approaches in Management and Accounting, 4(44). 142-161. [Persian].

Hu, Z., Sarfraz, M., Khawaja, K. F., Shaheen, H., & Mariam, S. (2022). The influence of knowledge management capacities on pharmaceutical firms competitive advantage: the mediating role of supply chain agility and moderating role of inter functional integration. Frontiers in public health, 10, 953478.

Javalgi, R.G., Hall, K.D., & Cavusgil, S.T. (2014). Corporate entrepreneurship, customer-oriented selling, absorptive capacity, and international sales performance in the international B2B setting: Conceptual framework and research propositions. International Business Review, 23(6), 1193-1202.

Jensen, P. B., Laursen, L. N., & Haase, L. M. (2021). Barriers to product longevity: A review of business, product development and user perspectives. Journal of Cleaner Production, 313, 127951.

Kabeyi, M. (2019). Organizational strategic planning, implementation and evaluation with analysis of challenges and benefits. International Journal of Applied Research and Studies, 5(6), 27-32.

Karimi, J., & Abbasi, H. (2017). Explanation the Relationship between Organizational Learning and Knowledge Management With Strategic Thinking in Ministry of Sport and Youth of Iran. Organizational Behavior Management in Sport Studies, 4(2), 21-28. [Persian].

Karimi, J., zardoshtian, S., & Hosseini, M. (2018). The Effect of Information and Communication Technology and Strategic Thinking on Implementation of Knowledge Management in sport and youth administrations of west of Iran. Communication Management in Sport Media, 6(1), 43-52. doi: 10.30473/jsm.2018.5115. [Persian].

Khraishi, A., Paulraj, A., Huq, F., & Seepana, C. (2023). Knowledge management in offshoring innovation by SMEs: role of internal knowledge creation capability, absorptive capacity and formal knowledge-sharing routines. Supply Chain Management: An International Journal, 28(2), 405-422.

Kučera, J., & Fiľa, M. (2022). R&D expenditure, innovation performance and economic development of the EU countries. Entrepreneurship and Sustainability Issues, 9(3), 227.

Lee, R. (2021). The Effect of Supply Chain Management Strategy on Operational and Financial Performance. Sustainability 2021,13. 1-18. [Persian].

Manzomi, M. (2017). The impact of marketing sales promotion on customer engagement and new product development (case study: Boler company). Master's thesis, Marketing Management, Islamic Azad University. [Persian].

Moradi, M., Safardoost, A., Abdullahian, F. (2012). Investigating the role of knowledge absorption capacity on the relationship between learning from organizational mistakes and organizational innovation. Scientific-Research Quarterly of Management Studies (Improvement and Transformation),69.121-149. [Persian].

Mukhsin.M., Najmudin. N.(2019). Effect on the Performance of Supply Chain Integration, Advances in Economics. Business and Management Research, 143. 109-112.

Namusonge.A., Mukulu.E., Mokaya .S. (2017). Relationship between strategic product development practices and financial performance of telecommunication firms in Kenya. Int. J. Acad. Res. Bus. Soc. Sci, 7 (11). 309-326

Nguyen.H., Nguyen. H,T., Phan.A.C ., Matsui.M. (2018). Empirical study on the role of collaboration in new product development in manufacturing companies. Int. J. Qual. Res, 12 (2). 363-384

Oh, S., Ryu, Y. U., & Yang, H. (2019). Interaction effects between supply chain capabilities and information technology on firm performance. Information Technology and Management, 20. 91–106. https://doi. org/10.1007/s10799-018-0294-3

Ouma.S.A., Odongo.T.M., Were.A. (2017). Mobile financial services and financial inclusion: is it a boon for savings mobilization? Rev. Devel. Financ, 7 (1). 29-35.

Pagell, M., Wu, Z. (2009). Building a more complete theory of sustainable supply chain management using case studies of 10 exemplars. Journal of Supply Chain Management, 45(2). 37-56.

Pashaie S, Abdavi F, BadriAzarin Y, Cincimino S, Fişne M (2021). Analysis of the effect of customer relationship management dimensions on its success in service organizations with a meta-analysis approach. 12 (2).1-19.

Pashaie, S., & Golmohammadi, H. (2024). Exploring the Influence of E-CRM on the innovation capabilities of sports venues: The moderating role of covid-19. Sports Marketing Studies, 4(3), 108-128.

Pashaie, S., Piątkowska, M., Mir, D. H., Dostimehr, A., & Jahanbakhsh, I. (2022). Sociological Analysis of Branding of Professional Football League Players. Physical Culture and Sport, 96(1), 1-11. https://doi.org/10.2478/pcssr-2022-0014

Pashaie, Sajjad, & Abdavi, Fatemeh. (2016). Investigating the mediating role of organizational factors on the success of relationship management with sports customers. Sports Management and Development , 6 (3), 87-98. doi: 10.22124/jsmd.2018.2846

Phan, A. C., Nguyen, H. T., Nguyen, H. A., & Matsui, Y. (2022). Moderating roles of information technology link and information sharing in driving supply chain performance through supplier development and knowledge absorption: Empirical evidence from manufacturing firms across countries.

Radovanić, N., Matović, D. (2016). Organizational Form and Knowledge Absorption. Industrija, 44 (3). 175-190.

Rajendra, K. Sh., Dixit, G., Ashish, A. (2011). UNDERSTANDING OF SUPPLY CHAIN: A LITERATURE REVIEW. International Journal of Engineering Science and Technology (IJEST) , 3(3). 2059-2072.

Reinert, E. (2024). The Other Canon of Economics, Volume 1: Essays in the Theory and History of Uneven Economic Development. Anthem Press.

Reinert, E. S., & Kvangraven, I. H. (2023). Introduction: uneven development addressing causes versus treating symptoms. In A Modern Guide to Uneven Economic Development (pp. 1-17). Edward Elgar Publishing.

Rubera, G., Chandrasekaran, D., & Ordanini (2016). Open innovation, product portfolio innovativeness and firm performance: the dual role of new product development capabilities. J. of the Acad. Mark. Sci. 44, 166–184. https://doi.org/10.1007/s11747-014-0423-4.

Smith, C., & Gillespie, M. (2023). Research on professional development and teacher change: Implications for adult basic education. In Review of Adult Learning and Literacy, Volume 7 (pp. 205-244). Routledge.

Tiits, M., Karo, E., & Kalvet, T. (2024). Small countries facing the technological revolution: fostering synergies between economic complexity and foresight research. Competitiveness Review: An International Business Journal.

Vanpouckea, E., Vereecke, Ann., & Wetzels, Martin. (2014). Developing supplier integration capabilities for sustainable competitive advantage: A dynamic capabilities approach. Journal of Operations Management, 32(7-8).

Wong, C.W.Y., Lai, K.H., & Cheng, T.C.E. (2011). Value of information integration to supply chain management: Roles of internal and external contingencies. J. Manag. Inf. Syst, 28(3), 161–199.

Zare, R., & Vatanparast, A. (2019). The relationship between absorptive capacity and strategic innovation considering the moderating role of strategic orientation in companies located in Science and Technology Park of Tehran University. Productivity management, 53(20), 163-182. [Persian].

References

Abdavi, F., & Pashaie, S. (2017). The Factors Affecting Success of Customer Relationship Management with Respect to the Mediating Effects of Organizational Factors in Sports Services Sector of Hotels of Iran. Sport Management Journal, 8(6), 923-940. [Persian].
Albers, J., Heimicke, B., Walter, G.N., Basedow, N., Reiß, N., Heitger, S., Ott, N. Bursac. (2018). Product profiles: modelling customer benefits as a foundation to bring inventions to innovations. Procedia CIRP, 70 (1). 253-258
Amir Taheri, A. Hosini, A. Forghani, M. A. (2018). Investigating the effect of supply chain strategies on the integrity of the supply chain and competitive performance (case study: Barez Rubber Industry of Kerman). Scientific Journal of Supply Chain Management, 21(62). 17-4. [Persian].
Ayers, D. J., Gordon, G. L., Schoenbachler, D. D. (2011). Integration and new product development success: the role of formal and informal controls. Journal of Applied Business Research (JABR), 17(2).
Belhadi, A., Mani, V., Kamble, S. S., Khan, S. A. R., & Verma, S. (2024). Artificial intelligence-driven innovation for enhancing supply chain resilience and performance under the effect of supply chain dynamism: an empirical investigation. Annals of Operations Research, 333(2), 627-652.
Camison, C., Fores, B. (2010). Knowledge absorptive capacity: New insights for its conceptualization and measurement. Journal of Business Research, 63. 707- 715.
Chen, H., Daugherty, P.J., Roath, A.S., (2009). Defining and operationalizing supply chain process integration. J. Bus. Logist, 30 (1). 63–84.
Cheng, M. Yang (2019) Creative process engagement and new product performance: the role of new product development speed and leadership encouragement of creativity. J. Bus. Res, 99. 215-225.
Cooper, R. G. (2019). The drivers of success in new-product development. Industrial marketing management, 76, 36-47.
Dahan, E., & Hauser, J. R. (2002). Product development: managing a dispersed process. Handbook of marketing, 179-222.
Dinh Khoa, V., & Mai Anh, N. T. (2024). Examining the Relationship Between Supply Chain Integration, Innovation Speed and Supply Chain Performance Under Demand Uncertainty. Engineering Management Journal, 36(1), 14-29.
Ebrahim Pour Azbari, M. Moradi, M. Mirfalah Demochali, R. (2018). The effect of information technology and supply chain integration capability on new product development performance: The moderating role of student recruitment. Technology Development Management Quarterly, 6(2). 109-136. [Persian].
Engelman, R.M., Fracasso, E.M., Schmidt, S. and Zen, A.C. (2017), "Intellectual capital, absorptive capacity and product innovation", Management Decision, Vol. 55 No. 3, pp. 474-490. https://doi.org/10.1108/MD-05-2016-0315
Flynn, B.B., Huo, B. and Zhao, X. (2010), The impact of supply chain integration on performance: A contingency and configuration approach. Journal of Operations Management, 28: 58-71.
Galli-Debicella, A. (2021). How SMEs compete against global giants through sustainable competitive advantages. Journal of Small Business Strategy, 31(5), 13-21.
Handijani, R., Saidi Saei, R. (2019). The effect of supply chain integration and demand uncertainty on company performance. Industrial Management Studies, 18(59). 1-45.
Hghshenas Ghazi Mahaleh, L. (2020). Investigating the effect of supply chain integration and internal control on customer satisfaction and financial performance of Iran Rasht City. Insurance Company. Specialized Scientific Quarterly of New Research Approaches in Management and Accounting, 4(44). 142-161. [Persian].
Hu, Z., Sarfraz, M., Khawaja, K. F., Shaheen, H., & Mariam, S. (2022). The influence of knowledge management capacities on pharmaceutical firm’s competitive advantage: the mediating role of supply chain agility and moderating role of inter functional integration. Frontiers in public health, 10, 953478.
Javalgi, R.G., Hall, K.D., & Cavusgil, S.T. (2014). Corporate entrepreneurship, customer-oriented selling, absorptive capacity, and international sales performance in the international B2B setting: Conceptual framework and research propositions. International Business Review, 23(6), 1193- 1202.
Jensen, P. B., Laursen, L. N., & Haase, L. M. (2021). Barriers to product longevity: A review of business, product development and user perspectives. Journal of Cleaner Production, 313, 127951.
Kabeyi, M. (2019). Organizational strategic planning, implementation and evaluation with analysis of challenges and benefits. International Journal of Applied Research and Studies, 5(6), 27-32.
Karimi, J., & Abbasi, H. (2017). Explanation the Relationship between Organizational Learning and Knowledge Management with Strategic Thinking in Ministry of Sport and Youth of Iran. Organizational Behavior Management in Sport Studies, 4(2), 21-28. [Persian].
Karimi, J., zardoshtian, S., & Hosseini, M. (2018). The Effect of Information and Communication Technology and Strategic Thinking on Implementation of Knowledge Management in sport and youth administrations of west of Iran. Communication Management in Sport Media, 6(1), 43-52. doi: 10.30473/jsm.2018.5115. [Persian].
Khraishi, A., Paulraj, A., Huq, F., & Seepana, C. (2023). Knowledge management in offshoring innovation by SMEs: role of internal knowledge creation capability, absorptive capacity and formal knowledge-sharing routines. Supply Chain Management: An International Journal, 28(2), 405-422.
Kučera, J., & Fiľa, M. (2022). R&D expenditure, innovation performance and economic development of the EU countries. Entrepreneurship and Sustainability Issues, 9(3), 227.
Lee, R. (2021). The Effect of Supply Chain Management Strategy on Operational and Financial Performance. Sustainability 2021,13. 1-18. [Persian].
Manzomi, M. (2017). The impact of marketing sales promotion on customer engagement and new product development (case study: Boler company). Master's thesis, Marketing Management, Islamic Azad University. [Persian].
Moradi, M., Safardoost, A., Abdullahian, F. (2012). Investigating the role of knowledge absorption capacity on the relationship between learning from organizational mistakes and organizational innovation. Scientific-Research Quarterly of Management Studies (Improvement and Transformation),69.121-149. [Persian].
Mukhsin.M., Najmudin. N. (2019). Effect on the Performance of Supply Chain Integration, Advances in Economics. Business and Management Research, 143. 109-112. Namusonge.A., Mukulu.E., Mokaya.S. (2017). Relationship between strategic product development practices and financial performance of telecommunication firms in Kenya. Int. J. Acad. Res. Bus. Soc. Sci, 7 (11). 309-326
Nguyen.H., Nguyen. H, T., Phan.A.C., Matsui.M. (2018). Empirical study on the role of collaboration in new product development in manufacturing companies. Int. J. Qual. Res, 12 (2). 363-384
Oh, S., Ryu, Y. U., & Yang, H. (2019). Interaction effects between supply chain capabilities and information technology on firm performance. Information Technology and Management, 20. 91– 106. https://doi. org/10.1007/s10799-018-0294-3
Ouma.S.A., Odongo.T.M., Were.A. (2017). Mobile financial services and financial inclusion: is it a boon for savings mobilization? Rev. Devel. Financ, 7 (1). 29-35.
Pagell, M., Wu, Z. (2009). Building a more complete theory of sustainable supply chain management using case studies of 10 exemplars. Journal of Supply Chain Management, 45(2). 37-56.
Pashaie S, Abdavi F, BadriAzarin Y, Cincimino S, Fişne M (2021). Analysis of the effect of customer relationship management dimensions on its success in service organizations with a meta-analysis .approach. 12 (2).1-19
Pashaie, S., & Golmohammadi, H. (2024). Exploring the Influence of E-CRM on the innovation capabilities of sports venues: The moderating role of covid-19. Sports Marketing Studies, 4(3), 108-128.
Pashaie, S., Piątkowska, M., Mir, D. H., Dostimehr, A., & Jahanbakhsh, I. (2022). Sociological Analysis of Branding of Professional Football League Players. Physical Culture and Sport, 96(1), 1-11. https://doi.org/10.2478/pcssr-2022-0014
Pashaie, Sajjad, & Abdavi, Fatemeh. (2016). Investigating the mediating role of organizational factors on the success of relationship management with sports customers. Sports Management and Development, 6 (3), 87-98. doi: 10.22124/jsmd.2018.2846
Phan, A. C., Nguyen, H. T., Nguyen, H. A., & Matsui, Y. (2022). Moderating roles of information technology link and information sharing in driving supply chain performance through supplier development and knowledge absorption: Empirical evidence from manufacturing firms across countries.
Radovanić, N., Matović, D. (2016). Organizational Form and Knowledge Absorption. Industrija, 44 (3). 175-190.
Rajendra, K. Sh., Dixit, G., Ashish, A. (2011). UNDERSTANDING OF SUPPLY CHAIN: A LITERATURE REVIEW. International Journal of Engineering Science and Technology (IJEST) , 3(3). 2059-2072.
Reinert, E. (2024). The Other Canon of Economics, Volume 1: Essays in the Theory and History of Uneven Economic Development. Anthem Press.
Reinert, E. S., & Kvangraven, I. H. (2023). Introduction: uneven development addressing causes versus treating symptoms. In A Modern Guide to Uneven Economic Development (pp. 1-17). Edward Elgar Publishing.
Rubera, G., Chandrasekaran, D., & Ordanini (2016). Open innovation, product portfolio innovativeness and firm performance: the dual role of new product development capabilities. J. of the Acad. Mark. Sci. 44, 166–184. https://doi.org/10.1007/s11747-014-0423-4.
Smith, C., & Gillespie, M. (2023). Research on professional development and teacher change: Implications for adult basic education. In Review of Adult Learning and Literacy, Volume 7 (pp. 205-244). Routledge.
Tiits, M., Karo, E., & Kalvet, T. (2024). Small countries facing the technological revolution: fostering synergies between economic complexity and foresight research. Competitiveness Review: An International Business Journal.
Vanpouckea, E., Vereecke, Ann., & Wetzels, Martin. (2014). Developing supplier integration capabilities for sustainable competitive advantage: A dynamic capabilities approach. Journal of Operations Management, 32(7-8).
Wong, C.W.Y., Lai, K.H., & Cheng, T.C.E. (2011). Value of information integration to supply chain management: Roles of internal and external contingencies. J. Manag. Inf. Syst, 28(3), 161–199.
Zare, R., & Vatanparast, A. (2019). The relationship between absorptive capacity and strategic innovation considering the moderating role of strategic orientation in companies located in Science and Technology Park of Tehran University. Productivity management, 53(20), 163-182. [Persian]
 
Sports Marketing Studies
Volume 5, Issue 2
July 2024
Pages 37-52

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