نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران؛ پژوهشگر مهمان، دانشگاه کلود برنارد لیون 1، لیون، فرانسه
2 استادیار گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایران
3 دانشیار و مدیر گروه کسب و کار، دانشکده کارآفرینی- دانشگاه تهران
4 دانشیار دانشگاه خوارزمدانشیار گروه مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی، دانشگاه خوارزمی، تهران، ایرانی
چکیده
هدف این پژوهش شناسایی عوامل کلیدی موثر در بین المللی سازی برند باشگاه‌های فوتبال ایران و طراحی چارچوبی جهت درک بهتر از این موضوع بوده است. این پژوهش از نوع تحقیقات اکتشافی و دارای ماهیت کیفی بود که از رویکرد نظریه داده بنیاد استفاده شد. جامعه پژوهش را لیستی از خبرگان صنعت فوتبال و ورزش تشکیل می‌دهند. برای نمونه گیری از روش هدفمند و تکنیک گلوله برفی استفاده شد. روش جمع آوری داده‌ها استفاده از مصاحبه نیمه ساختار یافته بود و این کار تا رسیدن به مفهوم اشباع نظری ادامه پیدا کرد و در مجموع با ۳۲ نفر از خبرگان صنعت فوتبال مصاحبه انجام شد. مراحل تجزیه و تحلیل داده‌های کیفی در قالب سه مرحله کد گذاری باز، محوری و انتخابی به انجام رسید. در مرحله اول ۱۳۹ کد باز نهایی بدست آمد که در مرحله دوم در قالب ۱۷ کد محوری که شامل برند، مدیریت، تیم، ارتباط، قدرت سخت، قدرت نرم، صنعت، مشتریان، رقبا، محیط سیاسی، محیط اقتصادی، محیط اجتماعی و فرهنگی، محیط فناوری، محیط زیست، زیر ساخت‌های ملی و جایگاه بین المللی است، قرار گرفتند. نتایج این مطالعه نشان می‌دهد که عوامل موثر در بین المللی سازی برند باشگاه‌های فوتبال ایران را می‌توان در قالب سه محیط درونی، محیط میانی و محیط بیرونی تقسیم کرد و بین المللی سازی برند باشگاه‌های فوتبال در ایران حاصل تعامل، ارتباط و بازخوردی است که این سه محیط با هم دارند و در قالب چارچوب مفهومی محیط های موثر بر بین المللی سازی برند باشگاه‌های فوتبال معرفی شده است.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Internationalization of Iran football Clubs’ Brand
نویسندگان [English]
- ahmad kazemipour 1
- Hossein Akbari Yazdi 2
- Reza Mohammadkazemi 3
- Ali Reza Elahi 4
1 PhD. Candidate in Sport Management, Physical Education and Sport Sciences Faculty, Kharazmi University, Tehran, Iran; Visiting Scholar, Claude Bernard University Lyon1, Lyon, France
2 Assistance Professor in Sport Management, Physical education and Sport Sciences Faculty Kharazmi University, Tehran, Iran
3 Associate Professor at the Department of Business, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran
4 Associate Professor in Sport Management, Physical education and Sport Sciences Faculty Kharazmi University, Tehran, Iran
چکیده [English]
The purpose of this study was to identify the key factors affecting the brand internationalization of Iranian football clubs and design a framework for a better understanding of this issue. This survey enjoys an exploratory and qualitative nature, having used the grounded theory method. The research population included experts in the field of football and sport. For sampling, targeted methods and snowball technique were used. The data collection method was a semi-structured interview and this work continued to reach the concept of theoretical saturation, and interviews were conducted with 32 experts from the football industry. The stages of qualitative data analysis were accomplished in the form of three open, axial, and selective coding steps. In the first stage, 139 final open codes were obtained, in the second stage, open codes were categorized to the 17 axial codes including brand, management, team, communication, hard power, soft power, industry, customers, competitors, political environment, economic environment, social and cultural environment, technological environment, geographical and natural environment, national infrastructure and international prestige. The results of this study showed that the factors affecting the internationalization of the brand of Iranian football clubs could be divided into three internal environment, intermediate environment and external environment. Furthermore, internationalization of the brand of football clubs in Iran is the result of interaction, communication and feedback of these three the environments together, that have been introduced in the conceptual framework of environments that affect the internationalization of football clubs’ brand.
کلیدواژه‌ها [English]
- Internationalization
- Brand
- Professional Football
- Brand Equity
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