نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران
2 گروه مدیریت ورزشی، دانشکده علوم انسانی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران
3 گروه مدیریت ورزشی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران
چکیده
تحقیق پیش رو با هدف کلی تبیین و شناسایی روش‌های بازاریابی در استارت آپهای ورزشی با رویکرد کارآفرینانی امکانگرا انجام گرفت. روش پژوهش حاضر روش کیفی است که ازلحاظ هدف در زمره تحقیقات اکتشافی، ازلحاظ نتیجه جزء تحقیقات بنیادی و کاربردی و بر مبنای پارادایم از نوع تحقیقات پست‌مدرنیسم قرار دارد. جامعه آماری پژوهش شامل خبرگان حوزه بازاریابی و مدیریت ورزشی و کارآفرینان برتر در راه اندازه استارت آپهای ورزشی بود و نمونه‌گیری با روش نمونه‌گیری هدفمند انجام شد. جهت تهیه ابزار اولیه تحقیق، محقق با مطالعه پژوهش‌های مرتبط با موضوع استارت آپهای ورزشی و رویکردهای کارآفرینی بازاریابی امکانگرا پرداخت و با شناسایی مؤلفه‌های اصلی و تأثیرگذار بر آن، پرسشنامه‌ای نیمه ساختاریافته باز پاسخ جهت انجام مصاحبه عمیق با خبرگان تهیه نمود و مصاحبه‌ها تا دستیابی به اشباع نظری ادامه یافت. به‌منظور شناسایی عوامل مؤثر از نظریه داده بنیاد استفاده شد و تحلیل داده‌ها توسط نرم‌افزار مکس کیو.دا ویرایش 20 انجام گرفت. نتایج تحلیل داده‌های تحقیق نشان داد که 4 مقوله اصلی محیط عمومی، محیط عملیاتی، عوامل سازمانی و عوامل فردی به‌عنوان عوامل مؤثر بر ورود استارت آپهای ورزشی به بازارهای داخلی و خارجی وجود دارد. در نهایت، مدل پارادایمی (نمودار درختی) عوامل مؤثر بر ورود استارت‌آپ‌های ورزشی به بازارهای داخلی و خارجی طراحی شد تا با تبعیت از این مدل، مدیران و کارآفرینان حوزه استارت‌آپ‌های ورزشی بتوانند با توجه ویژه به مقولات و شاخص‌های بیان شده در مدل، زمینه‌ها و بسترهای موفقیت در ورود به بازارهای داخلی و خارجی را مهیا سازند.
کلیدواژه‌ها
عنوان مقاله [English]
Identifying and analyzing the factors effecting the entry of sports startups into domestic and foreign markets using an effectuation approach
نویسندگان [English]
- Hormatsadat Borhani 1
- Mohammad Hami 2
- vahid shojaee 3
1 PhD student in Sports Management, Sari Branch, Islamic Azad University, Sari, Iran
2 Department of Sport Management, Islamic Azad University, Sari Branch, Sari, Iran
3 Department of Sport Management, Sari Branch, Islamic Azad University, Sari, Iran
چکیده [English]
The aim of the present study was explaining and identifying marketing methods in sports startups with a effectuation entrepreneurial approach. The method of the present research is a qualitative method which in terms of purpose is the exploratory one, in terms of results is the basic and applied researches and based on the paradigm is postmodernist research. The statistical population of the study included experts in the field of marketing and sports management and top entrepreneurs of sports startups. Sampling was done by purposive sampling method. The semi-structured, open-ended questionnaires of the research for in-depth interviews with experts was acquired by studying researches related to sports start-ups and entrepreneurial approaches and effectuation marketing, and identifying the main and effective components of it. Interviews continued until theoretical saturation was achieved. In order to identify the effective factors , the grounded- theory was used. Data analysis was done by MAXQDA version 2020. The results showed that there are 4 main categories of public environment, operational environment, organizational factors and individual factors as effective factors on the entry of sports startups into domestic and foreign markets. Finally, a paradigm model (tree diagram) of the factors affecting the entry of sports startups into domestic and foreign markets was designed.by following this model, managers and entrepreneurs in the field of sports startups with special attention to the categories and indicators expressed in the model, can provide contexts for success of entering into domestic and foreign markets.
کلیدواژه‌ها [English]
- sports startups
- entrepreneurial marketing
- effectuation
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