Document Type : Research Paper
Authors
1 PhD student in Sports Management, Sari Branch, Islamic Azad University, Sari, Iran
2 Department of Sport Management, Islamic Azad University, Sari Branch, Sari, Iran
3 Department of Sport Management, Sari Branch, Islamic Azad University, Sari, Iran
Abstract
The aim of the present study was explaining and identifying marketing methods in sports startups with a effectuation entrepreneurial approach. The method of the present research is a qualitative method which in terms of purpose is the exploratory one, in terms of results is the basic and applied researches and based on the paradigm is postmodernist research. The statistical population of the study included experts in the field of marketing and sports management and top entrepreneurs of sports startups. Sampling was done by purposive sampling method. The semi-structured, open-ended questionnaires of the research for in-depth interviews with experts was acquired by studying researches related to sports start-ups and entrepreneurial approaches and effectuation marketing, and identifying the main and effective components of it. Interviews continued until theoretical saturation was achieved. In order to identify the effective factors , the grounded- theory was used. Data analysis was done by MAXQDA version 2020. The results showed that there are 4 main categories of public environment, operational environment, organizational factors and individual factors as effective factors on the entry of sports startups into domestic and foreign markets. Finally, a paradigm model (tree diagram) of the factors affecting the entry of sports startups into domestic and foreign markets was designed.by following this model, managers and entrepreneurs in the field of sports startups with special attention to the categories and indicators expressed in the model, can provide contexts for success of entering into domestic and foreign markets.
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