مطالعات مدیریت ورزشی

نقش دارایی‌های نامشهود و سرمایه‌های ارتباطی در ارتقاء قابلیت‌های بازاریابی فدراسیون دوچرخه سواری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشگاه ایوان کی

2 دانشگاه فرهنگیان

چکیده
هدف از پژوهش حاضر بررسی نقش دارایی‌های نامشهود و سرمایه‌های ارتباطی در ارتقاء قابلیت‌های بازاریابی فدراسیون دوچرخه‌سواری بود. این تحقیق از لحاظ نتیجه و هدف از نوع تحقیقات کاربردی، از نظر استراتژی پژوهشی از نوع تحقیقات همبستگی مبتنی بر مدل معادلات ساختاری بوده که به شکل میدانی اجرا شد. جامعه آماری تحقیق شامل تمامی اعضای فدراسیون دوچرخه‌سواری، اعضای هیئت‌های استانی دوچرخه‌سواری و صاحب‌نظران حوزه دوچرخه سواری (214 نفر) بود. روش نمونه‌گیری به‌صورت کل شمار بود و تمامی اعضای جامعه به‌عنوان نمونه انتخاب شدند. به‌منظور جمع‌آوری داده‌ها از پرسشنامه‌های قابلیت‌های بازاریابی آثاهن- گیما (1993)،‌ دارایی‌های نامشهود حسینی (2018) و سرمایه ارتباطی شاکریان (2013) استفاده شد. در تجزیه‌وتحلیل داده‌ها از آمار توصیفی برای به طبقه‌بندی داده‌ها و در آزمون فرضیه‌های تحقیق از آزمون‌های همبستگی پیرسون در نرم‌افزار اس‌پی‌اس‌اس و مدلسازی معادلات ساختاری در نرم‌افزار ایموس استفاده شد. نتایج نشان داد بین دارایی‌های نامشهود سازمانی و قابلیت‌های بازاریابی، سرمایه ارتباطی و قابلیت‌های بازاریابی و دارایی‌های نامشهود سازمانی و سرمایه ارتباطی رابطه مثبت معناداری وجود دارد. نتایج مدل تحقیق نشان داد که دارایی‌های نامشهود بر قابلیت‌های بازاریابی، سرمایه ارتباطی بر قابلیت‌های بازاریابی، دارایی‌های نامشهود بر سرمایه ارتباطی اثر مثبت معناداری داشتند. همچنین مشاهده شد دارایی‌های نامشهود سازمانی از طریق متغیر میانجی سرمایه ارتباطی بر قابلیت‌های بازاریابی فدراسیون دوچرخه‌سواری اثر مثبت معناداری دارد. در نهایت با توجه به نتایج تحقیق می‌توان گفت که مسئولان فدراسیون دوچرخه‌سواری برای دستیابی به توسعه قابلیت‌های بازاریابی در فدراسیون علاوه بر منابع ملموس به دارایی‌های نامشهود فدراسیون توجه خاصی و ویژه‌ای داشته باشند.

کلیدواژه‌ها

عنوان مقاله English

The Role of Intangible Assets and Communication Capitals in Improving the Marketing Capabilities of the Cycling Federation

نویسندگان English

  • iman haerati 1
  • shahram nazari 2
1 Ivan Ki University
2 Farhangian univercity
چکیده English

The purpose of this study was to investigate the role of intangible assets and communication assets in improving the marketing capabilities of the Cycling Federation. In terms of the result and purpose of the applied research, this research was a correlational research based on the structural equation model, which was conducted in the field. The statistical population of the study included all members of the Cycling Federation, members of the provincial cycling boards and cycling experts (214 people). The sampling method was total and all members of the community were selected as a sample. In order to collect data, Athena-Gima (1993), Hosseini's intangible assets (1397) and Shakerian (2013) communication capital questionnaires were used. In data analysis, descriptive statistics were used to classify the data and in testing the research hypotheses, Pearson correlation tests in SPSS software and structural equation modeling in AMOS software were used. The results showed that there is a significant positive relationship between organizational intangible assets and marketing capabilities, communication capital and marketing capabilities and organizational intangible assets and communication capital. The results of the research model showed that intangible assets had a significant positive effect on marketing capabilities, communication capital on marketing capabilities, intangible assets on communication capital. It was also observed that organizational intangible assets have a significant positive effect on the marketing capabilities of the Cycling Federation through the mediating variable of communication capital. Finally, according to the results of the research, it

کلیدواژه‌ها English

  • Distinctive service
  • human capital
  • marketing capabilities
  • cycling
  1. Abdullah, D. F., & Sofian, S. (2012). The relationship between intellectual capital and corporate performance. Procedia-Social and Behavioral Sciences, 40, 537-541.
  2. Aminu, M. I., & Mahmood, R. (2015). Mediating role of dynamic capabilities on the relationship between intellectual capital and performance: A hierarchical component model perspective in PLS-SEM path modeling. Research Journal of Business Management, 9(3), 443-456.
  3. Alam Tabriz, A., Rajbi Fard, I., and Haji Baba Ali, A. (2010). Intellectual Capital. Tehran: Iran Industrial Education and Research Center Publishing. (In Persian)
  4. Attaran, J., Divandari, A., & Adinov, H. (2012). A resource-based view to identifying the influential factors in sustainable competitive advantage of banking service in Bank Mellat. Journal of Business Management, 4(2), 91-112. (Persian)
  5. Atuahene-Gima, K. (1993). Determinants of inward technology licensing intentions: An empirical analysis of Australian engineering firms. Journal of product innovation management, 10(3), 230-240.
  6. Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of management, 17(1), 99-120.
  7. Bontis, N. (1998). Intellectual capital: an exploratory study that develops measures and models. Management decision, 36 (2), 63-76.
  8. Bontis, N. (2001). Managing organizational knowledge by diagnosing intellectual capital: framing and advancing the state of the field. Knowledge management and business model innovation, 267-297.
  9. Bahrami, S., Rajaee, P. S., & Yarmohammadian, M. H. (2012). The Common Components and Models of Intellectual Properties Measurement. Health Information Management, 9(5), 744-756. (Persian)
  10. Coyne, K. P. (1986). Sustainable competitive advantage—What it is, what it isn't. Business horizons, 29(1), 54-61.
  11. Chegni, N. (2016). Explain the valuation model of intangible assets of Iranian professional volleyball league clubs. Master Thesis, Tehran, Al-Zahra University. (In Persian)
  12. Day, G. S. (1994). The capabilities of market-driven organizations. Journal of marketing, 58(4), 37-52.
  13. Fang, S. R., Chang, E., Ou, C. C., & Chou, C. H. (2014). Internal market orientation, market capabilities and learning orientation. European journal of marketing, 48(1), 170-192.
  14. Faiz, D., Maleki Minbash Razgah, M., and Zangian, S. (2013). Investigating the effect of marketing capabilities on organizational entrepreneurship of small and medium companies (Case study: Tehran Hamburger Food Company). Journal of Executive Management, 5(10), 135-156. (Persian)
  15. GHelichLee, B. (2019). Knowledge management: The process of creating, sharing and applying intellectual capital in businesses. Edition 8, Tehran: Samat Publications. (Persian)
  16. Griffith, D. A., Yalcinkaya, G., & Calantone, R. J. (2010). Do marketing capabilities consistently mediate effects of firm intangible capital on performance across institutional environments?. Journal of World Business, 45(3), 217-227.
  17. Hamidi, M., Elahi, A., Akbari Yazdi, H., and Hamidi, M. (2011). Student Sports of the Islamic Republic of Iran: Prospects and Development Strategies. Sports Management Studies, 1(12), 13-26. (Persian)
  18. Hosseini, S. M. (2018). To Design a Questionnaire of Intangible Assets in Professional Football League of Iran. Sport psychology & management investigations, 10(2), 125-137. (Persian)
  19. Hakimi, I. (2020). Transformational Leadership And Development Of Mrketing Capabilities: Explaining The Mediating Role Intellectual Capital (Case Study: Smes Operating In The Food Industry Of Iran). Management research in Iran, 24(1), 1-31. (Persian)
  20. Hokmabadi, H., and Didekhani, H. (2014). Investigating the mediating role of marketing capabilities in the relationship between intangible assets of the organization and organizational performance. The first national conference on the position of management and accounting in the modern world of business, economy and culture, Aliabad Katoul, Islamic Azad University, Aliabad Katoul Branch. (In Persian)
  21. Hajipour, B., and Momeni, M. (2008). Recognition of resource-based approach to organizational resources and sustainable competitive advantage studied: Saran Production Company. Journal of Management Thought, 3(1), 77-102. (Persian)
  22. Krasnikov, A., & Jayachandran, S. (2008). The relative impact of marketing, research-and-development, and operations capabilities on firm performance. Journal of marketing, 72(4), 1-11.
  23. Kaplan, R., and Norton, D. (2015). Strategy Map: Convert intangible assets into tangible consequences. Translation, Masoud Soltani, Hossein Akbari and Amir Maleki, fifth edition, Tehran: Ariana Ghalam Publications. (Persian)
  24. Kamraei, A., Baharloo, M., and Eliassy, F. (2014). Investigating the relationship between intangible assets and organizational agility of high schools in Alborz province. The Second International Conference on Management of Challenges and Solutions, Shiraz, Conference Center of Scientific Conference. (Persian)
  25. Li, S., Ragu-Nathan, B., Ragu-Nathan, T. S., & Rao, S. S. (2006). The impact of supply chain management practices on competitive advantage and organizational performance. Omega, 34(2), 107-124.
  26. Lee, R. P., Chen, Q., Kim, D., & Johnson, J. L. (2008). Knowledge transfer between multinational corporations’ headquarters and their subsidiaries: Influences on and implications for new product outcomes. Journal of International Marketing, 16(2),
    1-31.
  27. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38.
  28. Martin, S. L., & Javalgi, R. R. G. (2016). Entrepreneurial orientation, marketing capabilities and performance: the moderating role of competitive intensity on Latin American International new ventures. Journal of Business research, 69(6), 2040-2051.
  29. Mossadegh, S., Marzi Alamdari, J., and Badaqloo, H. (2017). The effect of organizational intangible assets on organizational performance (Case study: Bank Mellat branches of East Azerbaijan province). The first national conference on the role of accounting, economics and management, Tabriz, Shams Institute of Higher Education, Science and Technology. (Persian)

 

  1. Mousavi cheshmehkaboodi, K., Hakak, M., Sepahvand, R., & Nazarpouri, A. (2021). Identify the implications of global talent management with an emphasis on human capital development in Iranian sports organizations. Sport Management Studies, 13(66), 327-362. (Persian)
  2. Nopsandasiel, S. M., Ramazan, P. A., & Attari, A. P. (2016). The Effect of Marketing, Innovation and Learning Capabilities on Organization’s Performance (Case Study: Tabriz Petrochemical Company). Productivity Management, 9(36), 95-124. (Persian)
  3. Navarro, A., Losada, F., Ruzo, E., & Díez, J. A. (2010). Implications of perceived competitive advantages, adaptation of marketing tactics and export commitment on export performance. Journal of world business, 45(1), 49-58.
  4. Namamian, F., Gholizadeh, H., and Bagheri, F. (2011). Intellectual capital and methods of measuring it. Executive Management Conference, No. 2, Tehran. (In Persian)
  5. Pratonoa, A. H., Saputrab, R. S., & Pudjibudojoc, J. K. (2016). The Social Capital, Marketing Capability and Competitive Advantage: Evident from Indonesian SMEs.
  6. Pham, T. S. H., Le Monkhouse, L., & Barnes, B. R. (2017). The influence of relational capability and marketing capabilities on the export performance of emerging market firms. International Marketing Review, 34(5), 606-628.
  7. Roos, J., Edvinsson, L., & Dragonetti, N. C. (1997). Intellectual capital: Navigating the new business landscape. Springer.
  8. Rezaei Dolatabadi, H., and Mousavizadeh Noghabi, E. (2012). The effect of marketing capabilities on improving organizational performance. Journal of Business Studies, 10(54), 136-121. (Persian)
  9. Rezaie Dolat Abady, H. & Khaef Alahi, A. A. (2006). A Model to Measure the Impact of Market Orientation on Business Performance Regarding to the Marketing Capabilities in Chemical Industries. Management Research in Iran, 10(1), 131-131. (Persian)
  10. Su, Z., Peng, J., Shen, H., & Xiao, T. (2013). Technological capability, marketing capability, and firm performance in turbulent conditions. Management and Organization Review, 9(1), 115-137.
  11. Sajjadi, N. (2016). Management of sports organizations. 16th Edition, Tehran: Publications of the Organization for the Study and Compilation of University Humanities Books (Samt). (Persian)
  12. Shakarian, O. (2013). The Relationship between Human Capital and Capital A relationship in small and medium-sized businesses of cultural tourism. Master Thesis, Allameh Tabatabai University of Tehran. (Persian)
  13. Sayadi, H., and Khakshour, N. (2013). The effect of intangible capital on the marketing capabilities of Yazd Science and Technology Park companies. National Conference on Accounting and Management, Tehran. (Persian)

 

 

 

  1. Tahuna, M. H., BahmanZiari, E., Fartash, K., and Ebrahimi, M. S. (2013). A model for improving marketing capabilities with the help of corporate intangible assets. The First International Conference on Political Epic (with an Approach to Middle East Developments) and Economic Epic (with an Approach to Management and Accounting), Roudehen, Islamic Azad University, Roudehen Branch. (Persian)
  2. Thanh Nhon, H., Van Phuong, N., Quang Trung, N., & Quang Thong, B. (2020). Exploring the mediating role of dynamic capabilities in the relationship between intellectual capital and performance of information and communications technology firms. Cogent Business & Management, 7(1), 1831724.
  3. Taghizadeh, L. (2015). Investigating the effect of human capital, communication capital and structural capital of intellectual capital on the performance of the General Directorate of Education in Tehran. Seventh National Conference and First International Conference on Knowledge Management, Tehran, Oil, Gas and Petrochemical Information Institute. (Persian)
  4. Tahmak, A. (2016). The effect of intangible resources of the organization and competitive strategies on export performance (case study of Saipa Automotive). Master Thesis, Islamic Azad University, Naragh Branch. (Persian)
  5. Vorhies, D. W., & Morgan, N. A. (2005). Benchmarking marketing capabilities for sustainable competitive advantage. Journal of marketing, 69(1), 80-94.

  • تاریخ دریافت 28 آبان 1400
  • تاریخ بازنگری 12 خرداد 1401
  • تاریخ پذیرش 21 خرداد 1401

صفحه اصلی

اصول اخلاقی

ارسال مقاله

اخبار و اعلانات

اطلاعات آماری نشریه

تماس با ما