نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشیار مدیریت ورزشی، دانشکده کارآفرینی دانشگاه تهران
2 استادیار مدیریت ورزشی، پژوهشگاه تربیتبدنی و علوم ورزشی و علوم ورزشی
چکیده
این تحقیق به لحاظ هدف کاربردی و برمبنای روش گردآوری اطلاعات، آمیخته (کیفی – کمی ) است. در مرحله اول، عوامل شناسایی شده در تحقیقات پیشین مورد بررسی قرار گرفته و سپس با نخبگان این صنعت درمیان گذاشته شد تا عوامل پراهمیت تر شناسایی شوند، بعد از آن با استفاده از پرسشنامه عوامل موفقیت مو (2010)( 0.803=α) در یک نمونه 98 نفری سوالات تحقیق مورد بررسی قرار گرفت.
با استفاده از امار توصیفی(نظیر محاسبه و بیان توزیع فراوانی، میانگین، واریانس، انحراف معیار و ...)، و آمار استنباطی همچون آزمون تحلیل عامل تاییدی، تی یک نمونه‌ای و آزمون فریدمن، به تجزیه و تحلیل داده های پژوهش پرداخته شد. نتیجه این پژوهش شناسایی و سپس رتبه بندی عوامل پر اهمیت تر در توسعه محصول در صنعت چاپ رسانه های نوشتاری ورزشی انجام شد. نتایج نشان داد که سرعت برگشت سرمایه و شناسایی نیاز مشتری رتبه اول و دوم اهمیت و نبود رقبای غالب به بازار کم ترین اهمیت را از بین عوامل شناسایی شده به خود اختصاص داده اند.
از این رو با توجه به محیط پرتلاطم کسب و کار بهتر است که پروژهایی انتخاب شوند که سریعتر وارد بازار شده و سرعت برگشت سرمایه بیشتری دارند، از سوی دیگر توجه به نیاز مشتری همیشه از اهمیت برخوردار بوده است. بدون شک این موضوع در رسانه های نوشتاری ورزشی نیز حقیقت دارد. به همین دلیل شناسایی نیاز مشتریان قبل از اقدام به توسعه محصول با اهمیت ترین فعالیتی است که باید انجام شود.
کلیدواژه‌ها
عنوان مقاله [English]
Determination of Key Success Factors in Product Development in Publication Industries (Case Study: Sports Print Media Publication Industry
نویسندگان [English]
- Reza Mohammadkazemi 1
- Nazanin Rasekh 2
1 Associate Professor of Sport Management, University of Tehran
2 Assistant Professor of Sport Management, Sport Science Research Institute
چکیده [English]
In terms of purpose, this is an applied paper based on mixed (qualitative-quantitative) data collection method. In the first stage, in the first stage, the identified factors in previous papers were investigated and then the industry experts were consulted in order to identify more important factors. Then questions were examined by using Mo's (2010) success factors questionnaire (α = 0.803) in a sample including 98 individuals.
Research data were analyzed by using descriptive statistics (such as calculation and declaration of frequency, mean, variance, standard deviation, etc.) as well as conclusive ones such as confirmative factor analysis test, single-sample T and Friedman test. The result was identified and then ranking more important factors on product development in sports print media publication industry was conducted. Results showed that in terms of importance, the speed of return on investment and the identification of customer's needs are at the first and second positions, while the lack of market-prevailing competitors was the least important factor among the identified ones.
For this reason, it is better according to the turbulent business environment to select projects that enter the market more rapidly with a faster return on investment. On the other hand, paying attention to customer's needs has always been important. This subject is undoubtedly true for sports print media too. For this reason, identification of customer's needs before acting to product development is the most important activity that should be done.
کلیدواژه‌ها [English]
- Key Success Factors
- Product Development
- Sports Print Media
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