توسعه و سرمایه

توسعه و سرمایه

ملاحظات استراتژیک در مدیریت برندها در صنعت ورزش

نوع مقاله : مقاله پژوهشی

نویسندگان
1 گروه مدیریت ورزشی و رفتار حرکتی، دانشکده علوم ورزشی، دانشگاه شهید باهنر کرمان، کرمان، ایران.
2 گروه تربیت‌بدنی، دانشکده پزشکی افضلی‌پور و مرکز تحقیقات علوم اعصاب، دانشگاه علوم پزشکی کرمان، کرمان، ایران.
3 مرکز تحقیقات مدلسازی در سلامت، پژوهشکده آینده پژوهی در سلامت، دانشگاه علوم پزشکی کرمان، کرمان، ایران.
10.22103/jdc.2026.26038.1578
چکیده
هدف: با توجه به اهمیت توسعة برندها در صنعت ورزش، هدف کلی این تحقیق شناسایی ملاحظات استراتژیک در مدیریت برندها در صنعت ورزش بوده است.
 
روش: این تحقیق کیفی و اکتشافی با استفاده از روش تحلیل مضمون انجام گرفت. شرکتکنندهها در فرایند پژوهش شامل خبرگان حوزة بازاریابی ورزشی بوده و با توجه به ماهیت پژوهش تعداد 17 نفر به صورت هدفمند تا رسیدن به مرحله اشباع نظری مورد مصاحبه قرار گرفتند. ابزار مورد استفاده در فرایند تحقیق، مصاحبه نیمه ساختارمند بود. در این پژوهش از معیار اعتمادپذیری یا قابلیت اعتماد گوبا و لینکلن برای بررسی کیفیت و اعتبار نتایج کیفی استفاده شد که در برگیرندهی چهار معیار است و عبارتند از: معیارهای باورپذیری، اطمینانپذیری، انتقالپذیری و تأییدپذیری.
 
یافته‌ها: تحلیل مضمون دادهها با روش براون و کلارک منجر به استخراج 105 کد، 12 مضمون فرعی و چهار مضمون اصلی شد. یافتهها نشان داد «ملاحظات کسب و کار»، «ملاحظات اجتماعی»، «ملاحظات فرهنگی» و «ملاحظات فنّاورانه» از جمله ملاحظات استراتژیک در مدیریت برندها در صنعت ورزش هستند.
 
نتیجه‌گیری: با توجه به اهمیت مدیریت برندها در صنعت ورزش با رویکرد آیندهنگرانه، پرداختن به ملاحظات راهبردی در راستای آمادگی صنعت ورزش برای ورود به آیندهای پویا و رقابتی و بهرهبرداری از حداکثر فرصتها میتواند به موفقیت صنعت ورزش در بازار آینده کمک نماید.
کلیدواژه‌ها
موضوعات

منصورلکورج، کیانوش؛ بختیاری کوهسرخی، صادق و قبادی، سارا (1401). تأثیر متغیرهای نهادی و فرهنگی در جذب سرمایه‌گذاری مستقیم خارجی و رشد اقتصادی (مورد مطالعه: منتخبی از کشورهای درحال‌توسعه). مجله توسعه و سرمایه، 7(2)، 73-90. https://jdc.uk.ac.ir/article_3167.html
موسوی جهرمی، یگانه؛ متقی، سمیرا؛ طالعی، سمانه و حیدری نسب، محسن (1402). بررسی تأثیر فناوری اطلاعات بر بهبود کارایی شرکت‌ها در بورس اوراق بهادار تهران. مجله توسعه و سرمایه، 8(1)، 213-231. https://jdc.uk.ac.ir/article_3422.html

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مقالات آماده انتشار، پذیرفته شده
انتشار آنلاین از 05 اردیبهشت 1405

  • تاریخ دریافت 11 مهر 1404
  • تاریخ بازنگری 07 دی 1404
  • تاریخ پذیرش 11 بهمن 1404