Sport Sciences Research Institute Sport Management Studies 2538-3213 12 59 2020 03 20 Designing the Marketing Model for Women's Professional Leagues with a Sustainable Competitive Advantage Approach Designing the Marketing Model for Women's Professional Leagues with a Sustainable Competitive Advantage Approach 17 36 1553 10.22089/smrj.2018.4847.1934 FA Fatemeh Bahmani Ph.D. Student, Sports Management, Tarbiat Modarres University, Tehran Mohammad Ehsani Professor of Sport Management, Tarbiat Modarres University, Tehran 0000-0002-6014-0828 Hashem Koozeh Chian Professor of Sport Management, Tarbiat Modarres University, Tehran Mojtaba Amiri Associate Professor of Management, Tehran University Journal Article 2017 10 22 The goal of this research was designing the marketing model for women's professional leagues with a sustainable competitive advantage approach. The method of research is qualitative and based on grounded theory. Theoretical sampling and Semi-structured interviews with experts (18 people) were used in order to collect information. To this end, the Premier League was studied in five sports (handball, volleyball, basketball, futsal and soccer). Data analysis was done using grounded theory in tree step: open, axial and selective coding. Based on the results of data analysis, the marketing model for women's professional leagues with a sustainable competitive advantage approach was designed with four levels. The fourth level includes resources, capabilities, demographic characteristics and segmentation, environment, environmental uncertainty. While human resource management, marketing mix, comprehensive quality management, competitive strategies, and marketing innovation as factors of third level interconnect with each other, they lead to sustainable competitive advantage. The second level consists of the sustainable competitive advantage factor that leads to the marketing performance, or level one. Therefore, having in mind both the detected factors in women sport marketing model and the fact that almost half of the country’s population is made of women, long term benefits can be achieved by investing in this major part of the society that has always been neglected as a potential source of making profits. The goal of this research was designing the marketing model for women's professional leagues with a sustainable competitive advantage approach. The method of research is qualitative and based on grounded theory. Theoretical sampling and Semi-structured interviews with experts (18 people) were used in order to collect information. To this end, the Premier League was studied in five sports (handball, volleyball, basketball, futsal and soccer). Data analysis was done using grounded theory in tree step: open, axial and selective coding. Based on the results of data analysis, the marketing model for women's professional leagues with a sustainable competitive advantage approach was designed with four levels. The fourth level includes resources, capabilities, demographic characteristics and segmentation, environment, environmental uncertainty. While human resource management, marketing mix, comprehensive quality management, competitive strategies, and marketing innovation as factors of third level interconnect with each other, they lead to sustainable competitive advantage. The second level consists of the sustainable competitive advantage factor that leads to the marketing performance, or level one. Therefore, having in mind both the detected factors in women sport marketing model and the fact that almost half of the country’s population is made of women, long term benefits can be achieved by investing in this major part of the society that has always been neglected as a potential source of making profits. https://smrj.ssrc.ac.ir/article_1553_18ead4c77c3f40dabf9735432ac9d97a.pdf