Sport Management Studies

Identifying and analyzing the factors effecting the entry of sports startups into domestic and foreign markets using an effectuation approach

Document Type : Research Paper

Authors

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

https://doi.org/10.22089/smrj.2022.12101.3582
Abstract
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.

Keywords

sports startups
entrepreneurial marketing
effectuation
  1. Artto, K., Valtakoski, A., & Kärki, H. (2015). Organizing for solutions: How project-based firms integrate project and service businesses. Industrial Marketing Management, 45: 70–83.
  2. Baines, T., Bigdeli, A. Z., Bustinza, O. F., Shi, V. G., Baldwin, J., & Ridgway, K. (2017). Servitization: revisiting the state-of-the-art and research priorities. International Journal of Operations & Production Management. 37(2): 256-278.
  3. Benedettini, O., Swink, M., & Neely, A. (2017). Examining the influence of service additions on manufacturing firms' bankruptcy likelihood. Industrial Marketing Management, 60, 112–125.
  4. Bohm, E., Eggert, A., & Thiesbrummel, C. (2017). Service transition: a viable option for manufacturing companies with deteriorating financial performance? Industrial Marketing Management, 60: 101-111.
  5. Borrego, M., Douglas, E., Amelink, C. (2009). Quantitative, Qualitative, and Mixed Research Methods in Engineering Education. Engineering. Journal of Engineering Education. 53-66.
  6. Charmaz, K., 2006. Constructing Grounded Theory: A Practical Guide through Qualitative Analysis. Sage, London.
  7. Chetty, S., Ojala, A., & Leppäaho, T. (2015). Effectuation and foreign market entry of entrepreneurial firms. European Journal of Marketing. 49(9/10): 1436-1459.
  8. Cui, L., Su, S. I. I., Feng, Y., & Hertz, S. (2019). Causal or effectual? Dynamics of decision-making logics in servitization. Industrial Marketing Management, 82: 15-26.
  9. Dash, R., & Ranjan, K. R. (2019). An effectual–causal view of managerial decisions in the internationalization of Indian MNEs. Journal of International Management, 25(1): 101-120.
  10. Frigotto, M. L., & Valle, N. D. (2018). Gender and the structuring of the entrepreneurial venture: an effectuation approach. International Journal of Entrepreneurial Venturing, 10(4): 412-434.
  11. Glazer, B., Strauss, A., 1967. The Discovery of Grounded Theory: Strategies for Qualitative Research. Aldine, Chicago.
  12. Guba, E.G., Lincoln, Y.S. (1994). Competing paradigms in qualitative research. Major paradigms and perspectives. 105-117.
  13. Jones, P., Jones, A., Williams-Burnett, N., & Ratten, V. (2017). Let’s get physical: Stories of entrepreneurial activity from sports coaches/instructors. International Journal of Entrepreneurship and Innovation, 18(4): 219–230.
  14. Koronios, K., Kriemadis, A., Dimitropoulos, P., & Papadopoulos, A. (2019a). A values framework for measuring the influence of ethics and motivation regarding the performance of employees. Business & Entrepreneurship Journal, 10(1): 1–19.
  15. Kowalkowski, C., Gebauer, H., Kamp, B., & Parry, G. (2017). Servitization and deservitization: Overview, concepts, and definitions. Industrial Marketing Management, 60: 4–10.
  16. Machado, H. P. V., da Silva Faia, V., & Domingues, J. (2016). Entrepreneurial alertness: Study of the influence of individual characteristics and entrepreneurship. Brazilian Business Review, 13(5): 85-107.
  17. Mir Ahadi, Seyed Saeed (2018). Investigating the decision-making logic of Iranian entrepreneurs based on feasibility theory. Journal of New Research in Decision Making, Second Year, No. 4. (Persian).
  18. Mir Ahadi, S., Pira, D. (2017). Investigating the methods of entrepreneurial companies entering foreign markets according to the feasibility and goal orientation approach. Master Thesis in Entrepreneurship, Organizational Orientation, Allameh Tabatabai University, Faculty of Management and Accounting. (Persian).
  19. Noordhoff, C. S., Kyriakopoulos, K., Moorman, C., Pauwels, P., & Dellaert, B. G. 2011. The Bright Side and Dark Side of Embedded Ties in Business-to-Business Innovation. Journal of Marketing, 75(5): 34–52.
  20. Ratten, V. (2020). Sport Startups: What are They?. In Sport Startups: New Advances in Entrepreneurship. Emerald Publishing Limited.
  21. Sarasvathy, S. D. (2001). Causation and effectuation: Toward a theoretical shift from economic inevitability to entrepreneurial contingency. Academy of management Review, 26(2): 243-263.
  22. Sarasvathy, S. D., Dew, N., Velamuri, S. R., & Venkataraman, S. (2003). Three views of entrepreneurial opportunity. In Handbook of entrepreneurship research (pp. 141-160). Springer, Boston, MA.
  23. Sarasvathy, S., Kumar, K., York, J. G., & Bhagavatula, S. (2014). An effectual approach to international entrepreneurship: Overlaps, challenges, and provocative possibilities. Entrepreneurship Theory and Practice, 38(1): 71-93.
  24. Shane, S., & Venkataraman, S. (2000). The promise of entrepreneurship as a field of research. Academy of management review, 25(1): 217-226.
  25. Huertas Gonzalez-Serrano, M., Jones, P., & Llanos-Contrera, O. (2019). An overview of sport entrepreneurship field: A bibliometric analysis of the articles published in the web of science. Sport in Society, ahead of printing, 1-18.
  26. Shao, C. (2012). Effectuation versus causation in entrepreneurial decision-making in Chinese context: consideration of impact of family business background and gender (Master's thesis, University of Twente).
  27. Sternler, S. (2006). An Overview of Content Analysis Practical Assessment. Research and Evaluation.
  28. Sunonda, K. (2017). “How to Start and Manage Startup Companies in India a Case Study Approach”, Volume 5, Issue 4 | ISSN: 2321-9939.
  29. Taghavi Rafsanjani, E., Hakakzadeh, M., & Manochehri Nejad, M. (2021). Background model of startup development in the country's sport. Sport Management Studies.‏ (Persian).
  30. Talebi, M., Nourbakhsh, P., Zarei, A., & Noorbakhsh, M. (2020). Designing a Model and Prioritizing the Factors Affecting the Formation of Sport Start-Ups. Sport Management Studies.‏ (Persian).
  31. Visnjic, I., Neely, A., & Jovanovic, M. (2018). The path to outcome delivery: Interplay of service market strategy and open business models. Technovation, 72: 46-59.
  32. Weerakoon, C., Gales, B., & McMurray, A. J. (2019). Embracing entrepreneurial action through effectuation in social enterprise. Social Enterprise Journal. 15(2): 195-214.
  33. Windler, K., Jüttner, U., Michel, S., Maklan, S., & Macdonald, E. (2017). Identifying the right solution customers: A managerial methodology. Industrial Marketing Management, 60: 173–186.
  34. Wright, M., & Marlow, S. (2012). Entrepreneurial activity in the venture creation and development process. International Small Business Journal, 0(0):1-8.
  35. Ziaee Bigdeli, A., Bustinza, O. F., Vendrell-Herrero, F., & Baines, T. (2018). Network positioning and risk perception in servitization: evidence from the UK road transport industry. International Journal of Production Research, 56(6): 2169-2183.
Sport Management Studies
Volume 15, Issue 81
November and December 2023
Pages 39-68

  • Receive Date 13 January 2022
  • Revise Date 05 July 2022
  • Accept Date 05 July 2022

Home

Publication Ethics

Submit Manuscript

News

Journal Metrics

Contact Us