نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشگاه الزهرا (س)
2 استادیار مدیریت ورزشی، گروه تربیت بدنی، دانشگاه تربیت مدرس
چکیده
هدف پژوهش حاضر تحلیل هوشمندی رقابتی مدیران باشگاه‌های ورزشی شهر تهران است. جامعه آماری پژوهش کلیه مدیران و کارشناسان باشگاه‌های ورزشی شهر تهران بوده که با استناد به فرمول کوکران 384 نفر به عنوان نمونه تحقیق تعیین شد که به صورت دردسترس و احتمالی از بین جامعه آماری تحقیق انتخاب شد. ابزار تحقیق، پرسشنامه بازنگری شده هوشمندی رقابتی بوده که روایی و پایایی آن مورد بررسی و تأیید قرار گرفت. به منظور تحلیل داده‌ها از آزمون دوجمله‌ای و جهت بررسی معناداری ارتباط بین مؤلفه‌های پژوهش (هوشمندی بازار، هوشمندی اجتماعی و استراتژیک، هوشمندی رقبا، هوشمندی تکنولوژیک) و همچنین شدت رابطه‌ها از آزمون همبستگی اسپیرمن و یومن ویتنی و برای طراحی مدل از مدل حداقل مربعات جزئی (پی ال اس) استفاده شد. بررسی شدت همبستگی نشان داد که رابطه بین هوشمندی اجتماعی و استراتژیک و هوشمندی بازار و همچنین هوشمندی اجتماعی و استراتژیک و هوشمندی رقبا از شدت قوی برخوردار است و رابطه بین سایر مؤلفه‌ها در محدوده رابطه با شدت متوسط قرار دارد. با توجه به ضرایب مدل نهایی، هوشمندی رقبا بیشترین تأثیر و بعد از آن هوشمندی اجتماعی و استراتژیک، هوشمندی بازار و هوشمندی تکنولوژیک به ترتیب تأثیر داشتند. درنهایت با توجه به بالاتر بودن ضریب مسیر هوشمندی بازار در تحقیق حاضر، لازم است مدیران باشگاه‌های ورزشی برای حفظ و ارتقاء هرچه بیشتر هوشمندی رقابتی، با توزیع برگه‌های نظرسنجی دوره‌ای نسبت به کسب آگاهی هرچه بیشتر در مورد بازار هدف خود اقدام نمایند.
کلیدواژه‌ها
عنوان مقاله [English]
Analysis of competitive intelligence of Tehran Sports club managers
نویسندگان [English]
- zoha yekehsavar 1
- maryam mokhtari dinani 1
- rasool norouzi seyed hossini 2
1 Alzahra university
2 Assistant professor in sport management, Tarbiat Modares University, Tehran, Iran
چکیده [English]
The purpose of this study is to analysis of the dimensions of competitive intelligence of Tehran sports club managers. The statistical population of the study was all managers and experts of sports clubs in Tehran. Based on Cochran's formula, a sample of 384 people was determined as the research sample, which was selected from the statistical population of the study. The research tool was a revised competitive intelligence questionnaire whose validity and reliability were examined and confirmed. Binomial test and Spearman and Yu Mann-Whitney correlation tests were used to analyze the data and to design the model used the partial least squares (PLS) model. The study of correlation intensity showed that the relationship between social and strategic intelligence and market intelligence as well as social and strategic intelligence and competitors' intelligence is strong and the relationship between other components Are in the range of moderate intensity. According to the final model coefficients, competitors' intelligence had the most impact, followed by social and strategic intelligence, market intelligence and technological intelligence, respectively. According to the coefficients of the final model, the intelligence of competitors had the greatest impact. Finally, due to the higher coefficient of market intelligence in the present study, it is necessary for the managers of sports clubs to maintain and promote as much as possible competitive intelligence, Managers should distribute periodic survey sheets to gain more knowledge about their target market.
کلیدواژه‌ها [English]
- Competitive intelligence
- Market intelligence
- Social and strategic intelligence
- Technology Intelligence
- Manager
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