مطالعات مدیریت ورزشی

تعیین استراتژی‌های نوآوری در باشگاه‌های ورزشی بر اساس رویکرد اقیانوس آبی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت ورزشی دانشکدۀ علوم ورزشی، دانشگاه اراک، اراک، ایران

2 استادیار گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه اراک، اراک، ایران

3 استادیار مدیریت ورزشی، دانشکدۀ علوم ورزشی، دانشگاه اراک، اراک، ایران

چکیده
هدف مقاله حاضر، تعیین استراتژی‌های نوآوری در باشگاه‌های ورزشی بر اساس رویکرد اقیانوس آبی بود. پژوهش حاضر کیفی و ازنظر هدف، کاربردی بود. جهت گردآوری داده‌ها از مطالعات کتابخانه‌ای، مصاحبه و پرسش‌نامه دلفی استفاده شد. جامعه آماری، اساتید مدیریت ورزشی دانشگاه‌ها، متخصصان ورزشی و کارآفرینان ورزشی استان خوزستان بودند. با استفاده از روش نمونه‌گیری هدفمند، تعداد ۱۷ نفر در دور اول، ۲۹ نفر در دور دوم و تعداد 27 نفر در دور سوم پانل دلفی در تحقیق مشارکت کردند. با توجه به میزان درجه همگرایی، رویکرد دلفی در دور سوم خاتمه یافت. یافته‌ها نشان داد که بر اساس الگوی تصمیم‌گیری چهار اقدام در رویکرد اقیانوس آبی که شامل استراتژی‌های ایجاد، استراتژی افزایشی، استراتژی کاهشی و استراتژی حذف است؛ ازجمله فعالیت‌هایی که باشگاه‌های ورزشی به آن‌ها نپرداخته‌اند و باید بر مبنای استراتژی ایجاد، به وجود آید شامل مشارکت اجتماعی خیرخواهانه و ایجاد کمپین‌های تبلیغاتی بود. بر مبنای استراتژی افزایشی، فعالیت‌هایی که باشگاه‌های ورزشی بایستی روی آن‌ها سرمایه‌گذاری و رقابت کنند شامل افزایش استفاده از رویکردهای تمرینی خلاق بود. بر مبنای استراتژی کاهشی، فعالیت‌هایی که باشگاه‌های ورزشی بایستی کمتر شود شامل کاهش هزینه‌های مالی با استفاده از رویکردهای خلاقانه و حفظ مشتریان قبلی باشگاه‌های ورزشی بود و درنهایت بر اساس استراتژی حذف، ازجمله فعالیت‌هایی که باشگاه‌های ورزشی نباید انجام شود عبارت بود از: حذف فعالیت‌های تمرینی غلط و اشتباهات تمرینی در باشگاه‌های ورزشی و حذف تأخیر در ارائه خدمات به ذی‌نفعان باشگاه‌های ورزشی.

کلیدواژه‌ها

عنوان مقاله English

Determining the Strategies of Innovation in the Sport clubs Based on the Blue Ocean Approach

نویسندگان English

  • mahmood papi 1
  • zeinab Mondalizadeh 2
  • karim zohrevandian 3
1 Assistant Professor of Sports Management, Faculty of Sports Sciences, Arak University, Arak, Iran
2 Department of sport management, faculty of sport sciences, arak university, arak, Iran
3 Assistant Professor of Sports Management, Faculty of Sports Sciences, Arak University, Arak, Iran
چکیده English

The purpose of this paper was to determine the innovation strategies in sports clubs based on the Blue Ocean approach. The study was a qualitative and purposeful one. For data collection, library studies, interviews and Delphi questionnaires were used. The statistical population was professors of sport management of universities, sport specialists and sport entrepreneurs in Khuzestan province. Using purposive sampling method, 17 person in the first round, 29 in the second round and 27 in the third round of Delphi panel participated in the study. Due to the degree of convergence, the Delphi approach ended in the third round. The findings showed that according to the decision-making model of the four actions in the Blue Ocean approach, including strategies of creation, incremental strategy, reduction strategy and elimination strategy, activities that sports clubs did not address and should be based on strategy creation, included charitable social partnerships and the creation of advertising campaigns. Based on the incremental strategy, the activities that sports clubs should invest in and compete with included increasing use of creative exercise approaches. According to the downsizing strategy, activities that the sports clubs had to reduce included reducing financial costs by using creative approaches and retaining former sports club customers, and ultimately eliminating strategies, including activities that sports clubs should not to do including wrong training activities and training mistakes in sports clubs and eliminating delays in providing services to sports club stakeholders.

کلیدواژه‌ها English

  • Innovation
  • Blue Ocean
  • Sports Club
  • Decision Making Pattern
  • Strategy
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مطالعات مدیریت ورزشی
دوره 13، شماره 66
خرداد و تیر 1400
صفحه 207-234

  • تاریخ دریافت 12 بهمن 1398
  • تاریخ بازنگری 16 فروردین 1399
  • تاریخ پذیرش 03 اردیبهشت 1399

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