نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار، گروه مدیریت ورزشی، دانشگاه آزاد واحد قروه، قروه، ایران
2 دانشیار، گروه مدیریت ورزشی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی، تهران، ایران
3 کارشناس ارشد، گروه مدیریت ورزشی، دانشگاه آزاد واحد قروه، قروه، ایران
4 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران
چکیده
در پژوهش حاضر برای اولین بار پیشامدها و پیامدهای چابکی بازاریابی در حوزه ورزش و تأثیر آن بر عملکرد سازمانی مورد بررسی قرار گرفت. جامعه آماری این پژوهش را 280 نفر نیروی فروش و بازاریابی شرکت مجید تشکیل دادند. برای تعیین تعداد اعضای نمونه از دو روش فرمول کوکران برای جامعه محدود و قاعده 10 برابری استفاده شد و 162 نفر به عنوان اعضای نمونه در نظر گرفته شدند. برای گردآوری داده‌ها با استفاده از روش نمونه‌گیری تصادفی، پرسش‌نامه محقق‌ساخته با طیف پنج نقطه‌ای لیکرت در میان اعضای نمونه توزیع شد و 162 پرسش‌نامه دریافت شد. برای تجزیه و تحلیل داده‌ها از مدل‌سازی معادلات ساختاری استفاده شد و نتایج حاصل از آن نشان داد که هوشمندی بازاریابی، آموزش و توسعه و برنامه‌ریزی بازاریابی، پیشامدها و عوامل محرکی برای چابکی بازاریابی ورزشی هستند. همچنین چابکی بازاریابی ورزشی بر مزیت محصول جدید و قابلیت نوآوری تأثیر معنادار دارد و این دو متغیر از پیامدهای چابکی بازاریابی ورزشی هستند. عملکرد شرکت نیز پیامد دیگر چابکی بازاریابی ورزشی است که مزیت محصول جدید و قابلیت نوآوری نیز بر عملکرد تأثیر معنادار دارد و در نهایت تلاطم بازار رابطه بین چابکی بازاریابی ورزشی و عملکرد شرکت را تعدیل می‌کند. به طور کلی، طبق یافته-های پژوهش، چابکی بازاریابی ورزشی، یکی از روش‌های نوین بازاریابی است که شرکت‌های ورزشی موفق می‌توانند برای حفظ و بهبود جایگاه رقابتی خود بکارگیرند. در نهایت نیز پیشنهادهای کاربردی به مدیران شرکت‌های ورزشی و پژوهشگران آتی ارائه شد.
کلیدواژه‌ها
عنوان مقاله [English]
Sports Marketing Agility: Identifying Antecedents, Consequences and Its Impact on Organizational Performance with the Moderating Role of Market Turbulence (Case Study: Majid Sports Brand (Merooj))
نویسندگان [English]
- Navid Mahtab 1
- Farzad Ghafouri 2
- Sara Varmaghani 3
- Maryam Varmaghani 4
1 Assistant Professor of Sport Management, Islamic Azad University, Qorveh Branch, Qorveh, Iran
2 Associate Professor of Sports Managemen, Department of Management and Accounting, University of Allame Tabataba'I, Tehran, Iran
3 Master of Sport Management, Islamic Azad University, Qorveh Branch, Qorveh, Iran
4 Ph.D. Candidate of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
چکیده [English]
In the present study, for the first time, the antecedents and consequences of marketing agility in the field of sports and its impact on performance were investigated. The statistical population of this research consisted of 280 sales and marketing staff of Majid Company. To determine the number of sample members, two methods of Cochran's formula for limited society and 10-fold rule were used, and 162 people were considered as sample members. To collect the data using the random sampling method, a researcher-made questionnaire with a five-point Likert scale was distributed among the sample members and 162 questionnaires were received. Structural Equation Modeling was used to analyze the data, and the results showed that marketing intelligence, training and development, and marketing planning are Antecedents and drivers for sports marketing agility. Also, sports marketing agility has a significant effect on new product advantage and innovation capability, and these two variables are the consequences of sports marketing agility. Company performance is another consequence of sports marketing agility, which new product advantage and innovation capability also have a significant effect on performance, and finally, market turbulence moderates the relationship between sports marketing agility and company performance. In general, according to the research findings, sports marketing agility is one of the new marketing methods that successful sports companies can use to maintain and improve their competitive position. Finally, practical suggestions were provided to managers of sports companies and future researchers.
کلیدواژه‌ها [English]
- Majid brand (Merooj)
- Market turbulence
- Performance
- Sports marketing
- Agility
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